<P> In more general terms, research suggests that corporate branding is an appropriate strategy for companies to implement when: </P> <Ul> <Li> there is significant "information asymmetry" between a company and its clients; That is to say customers are much less informed about a company's products than the company itself is; </Li> <Li> customers perceive a high degree of risk in purchasing the products or services of the company; </Li> <Li> features of the company behind the brand would be relevant to the product or service a customer is considering purchasing . </Li> </Ul> <Li> there is significant "information asymmetry" between a company and its clients; That is to say customers are much less informed about a company's products than the company itself is; </Li> <Li> customers perceive a high degree of risk in purchasing the products or services of the company; </Li>

Who falls into the category of external stakeholders of an organization