دور التميز المؤسسي في الإرتقاء بالعلامة التجارية (قراءة في تصنيف العلامات التجارية العالمية وفقا لمؤشر Futurebrand 2023 )

Abstract

This study aimed to demonstrate the importance of institutional excellence in promoting a brand based on the FutureBrand 2023 Index, where an analysis was conducted of the determinants that were developed to classify the most important global brands. Five institutions were selected that witnessed remarkable progress during the year 2023 compared to the year 2022, in order to ensure that there is a relationship between the excellence of these institutions and the advancement of their brands. After confirming the existence of a link between the features of the FutureBrand Index and the foundations of institutional excellence, the study concluded that many of the features related to the institution’s goal and its experience are an essential factor in the advancement of these brands, especially the innovation feature, which the selected institutions participated in paying attention to and developing, and thus improving their brands.