How to establish corporate brand?

Technology is becoming easy to imitate day by day thus the companies involved in technology need to invest on the soft points like branding. This will give a competitive advantage over the competitors which is not possible to imitate. Thus the overall purpose of this thesis is to investigate that how a company evolved b2b selling can establish corporate brand. So three research questions were addressed: What are the major components of corporate brand building process? How to establish corporate brand image with the customer? How effective corporate communication can enhance the corporate brand? To reach the solution, Norden machinery as a case company was also studied. A theoretical framework was synthesized, based upon the different models and theories regarding the corporate brand building. The framework guided the authors through the entire research process. Our empirical findings shows a quest in Norden to develop a corporate brand and during the analysis we found that the  in some areas case company is following the components of brand building process that were described in the theoretical framework but there are some areas where the Norden has to improve as well. Thus based upon the analysis it is concluded that a company can establish a corporate brand by following the brand building components vision, culture, brand objectives, brand personality, brand essence, creating brand image and corporate communication

Dynamic soft tissue mobilization versus proprioceptive neuromuscular facilitation in reducing hamstring muscle tightness in patients with knee osteoarthritis: a randomized control trial

Abstract Background Knee osteoarthritis (KOA) considered as one of the most common degenerative diseases of synovial joint. KOA is mostly managed by physical therapy, focused on pain management, the range of motion and muscle strengthening but muscle flexibility is usually neglected. A study was conducted to evaluate the effectiveness of dynamic soft tissue mobilization (DSTM) in comparison with the proprioceptive neuromuscular facilitation (PNF) stretching in the management of hamstring tightness, reduction of pain intensity and improvement of physical functionality in KOA. Methods Forty eight patients with KOA were randomly allocated to group A receiving DTSM and group B receiving PNF stretching. The cryotherapy and isometric strengthening exercises were also given to both groups. Total treatment duration consisted of 4 weeks, 3 sessions per week and total 12 sessions per patient. Each treatment session comprised of 30 min. At baseline and post treatment, Active knee extension test(AKET), Visual analogue scale (VAS), and Knee Injury and Osteoarthritis Outcome Score (KOOS) were used to assess hamstring flexibility, pain intensity level and physical functional capability respectively. The continuous variables were shown as mean and standard deviations. For the comparison of outcome within and between groups, paired sample and independent t-test was applied. Considerable p value was less than 0.05. Results The between group analysis of VAS, right AKE test, and left AKE test showed non-significant (p > 0.05) mean difference as 0.2 (95% CI= -0.29, 0.70), 1.79 (95% CI= -1.84, 4.59), 1.78 (95% CI= -1.6, 5.19) respectively. KOOS domains of symptom, pain, ADLs, sports and recreational, and quality of life had also non-significant (p > 0.05) mean difference as 1.12 (95% CI= -4.05, 6.3), -5.12 (95% CI= -12.71, 2.46), -2.55 (95% CI= -7.47, 2.38), -2.7 (95% CI= -9.72, 4.3), and − 0.68 (95% CI= -7.69, 6.36) respectively. Significant (p < 0.001) improvement was shown in both groups for all outcome measures after 12 sessions. Conclusion DSTM and PNF stretching, both treatments are equally beneficial in KOA for hamstring flexibility, pain reduction and functional mobility in terms of AKET, VAS, and KOOS respectively. Trial Registration ClincalTrials.Gov with ID: NCT04925895, 14/06/2021, retrospectively registered