SMRT : seeking the right formula

• Main Authors: Naveen Sasidaran, Gupta Shandip, Parmeet Singh J. S.
• Other Authors: Connor, Michael Daniel
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/9911
• Institution: Nanyang Technological University

This paper presents a case study on SMRT, an iconic transport service provider in Singapore. The concept of internal branding as a practice for developing an organization’s corporate brand value is addressed.