Chumchal, Hannah2024-04-162024-04-162024https://hdl.handle.net/2097/44323Purple Wave Auction, an auction house based in Manhattan, Kansas, has established itself as a trailblazer in the online equipment auction industry since its founding in 2000. Specializing in the direct selling of agricultural, construction, and fleet equipment through fully online, no-reserve auctions, Purple Wave Auction has earned a reputation for reliability and transparency. This paper proposes a case study analysis to probe Purple Wave Auction's employees, aiming to assess their impact on overall brand identity. By understanding how their branding is perceived by employees, Purple Wave Auction and other businesses can identify areas for improvement and strengthen their brand presence in the market amidst changing dynamics and stiff competition.en-US© the author. This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s).http://rightsstatements.org/vocab/InC/1.0/Purple Wave AuctionBrandingMarketingBrand identityBrand strategyCase studyReport