Relevant bibliographies by topics / Identity of a brand

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  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Identity of a brand'

Author: Grafiati
Published: 4 June 2021
Last updated: 10 February 2022

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Journal articles on the topic "Identity of a brand"

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Lourenção, Marina Toledo de Arruda, and Janaina de Moura Engracia Giraldi. "Development of an identity model for sector brands." Journal of Fashion Marketing and Management: An International Journal 21, no. 3 (July 10, 2017): 317–40. http://dx.doi.org/10.1108/jfmm-10-2016-0097.

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Purpose The purpose of this paper is to propose an identity model for sector brands and examines its applicability for the Brasil Fashion System brand. Design/methodology/approach A systematic review of the literature on corporate brand identity models is undertaken. The interviews were carried out with two interest groups: the associations comprising the brand, and the consultancy company responsible for sector brand advisory. Findings The sector brand identity model is applicable to the Brasil Fashion System brand with the exception of two elements. The application may have experienced some adversity because of the considerable divergence among the associations. In cases where the brand represents just one association, the application of the model may occur with more favorable element management. Research limitations/implications Theoretical contribution occurred toward sector brands and brand identity with the development of an identity model for the sector brand, so far not addressed in academic studies. Practical implications When adopting the identity model for sector brands, managers would be able to understand the components that have to be managed on sector brand identity. The model can contribute to improve the management of these kinds of brands. Originality/value The academic studies of corporate brand identity models and sector brands are analyzed in order to create the first sector brand identity model that was experienced by the Brazilian fashion industry.
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Lourenção, Marina Toledo de Arruda, Janaina de Moura Engracia Giraldi, and Vish Maheshwari. "Analysis of Brazilian fashion sectorial brand identity." Research Journal of Textile and Apparel 22, no. 3 (September 10, 2018): 291–314. http://dx.doi.org/10.1108/rjta-12-2017-0055.

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Purpose The purpose of the present study is to propose identifying similar characteristics and managerial actions of the sector brand identity elements among the associations that compound the Brasil Fashion System (BFS) brand. Design/methodology/approach An exploratory qualitative research was developed through in-depth interviews conducted with associations of the Brazilian fashion sector. Findings The results indicate that there are characteristics of the elements of brand identity that are similar between the associations that compound the BFS brand. However, there are also several distinct characteristics among them, which makes it difficult, in large part, to consolidate the brand identity of the Brazilian fashion industry abroad. Research limitations/implications Moreover, it was indicated that for sectorial brand cases with a great divergence among brand partners, the creation of sub-sectorial brand specific for each partner could bring better results, as in this way, brands could be created with more suitable attributes for each partner, which will better suit their target audiences. Practical implications A practical contribution is also obtained, as the study can help in elaborating upon improvements for the sectorial brands that represent a large partners group. Originality/value An empirical evidence of how to identify common attributes between sectorial brand partners was presented to have a consolidated brand image in the external market.
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Nguyen, Hang, and Kunter Gunasti. "Original brands in competition against high quality copycats." European Journal of Marketing 52, no. 7/8 (July 9, 2018): 1574–97. http://dx.doi.org/10.1108/ejm-08-2017-0536.

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Purpose Copycat brands offering improved product quality pose serious challenges to original brands. This paper aims to provide a better understanding of why consumers prefer copycat brands with superior product attributes and how original brands can shift this preference back by strategically leveraging brand identity cues. Design/methodology/approach Four experimental studies test different types of brand identity cues that original brands can use to influence consumer preferences. Logistic and linear regression analyses analyze the effects. Findings The results systematically show the power of brand identity cues in helping original brands reduce share loss to copycat brands using superior product attributes. They also reveal the role of brand equity, conspicuous consumption and consumers’ tendency of using brands as status symbols in enhancing the effect of brand identity cues in the face of superior copycats. Research limitations/implications This paper extends cue diagnosticity theory and the brand identity literature by showing the power of brand identity cues in predicting consumer choices of original brands. Practical implications This paper provides useful guidelines for managers of original brands on how to effectively use brand identity cues to compete against copycats. Originality/value Prior research focuses on how copycat brands’ characteristics influence consumers’ evaluations of copycats. These studies are limited, however, by their focus on cheap and low-quality copycats. The current paper examines the effects of brand identity cues and draws attention to the trade-offs consumers make when choosing between original brands and copycats offering superior product features.
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Ianenko, Marina, Mikhail Stepanov, and Liubov Mironova. "Brand identity development." E3S Web of Conferences 164 (2020): 09015. http://dx.doi.org/10.1051/e3sconf/202016409015.

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The paper studied the concept of "brand identity" as a planned brand image that defines the direction for all marketing activities of a company. The authors developed an algorithm for constructing a system of characteristic features of the brand strategy, harmoniously combined with the corporate and business strategy which includes the market situation analysis, an analysis of economic conditions and activities of the organization, analysis of marketing affords, analysis of the marketing strategy, the brand strategy selection, the brand positioning choice, brand identity development. Based on the well-established brand identity models such as The Brand Identity System (D.A. Aaker, USA), The Brand Identity Prism (J.-N. Kapferer France), L. De Chernatoni’s model (UK), 4D Branding (T. Gad, Sweden), The Brand Wheel (Bates Worldwide, USA), The Brand Platform (Young & Rubicam, USA) the authors have discussed the current approaches to the brand identity creation depending on which market (customer or B2B) a firm participates in perform and its capacity to serve the interests of both corporate and individual customers. The proposed approaches are needed for successful brand management.
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Graham, Kenneth Wilson, and Kelly M. Wilder. "Consumer-brand identity and online advertising message elaboration." Journal of Research in Interactive Marketing 14, no. 1 (March 23, 2020): 111–32. http://dx.doi.org/10.1108/jrim-01-2019-0011.

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Purpose The purpose of this paper is to use social identity theory and the elaboration likelihood model to explore differences in consumer response to positive and negative online brand advertising based on the degree to which the consumer identifies with the brand featured in the ad. Dependent variables include attitude toward the ad, attitude toward the brand, willingness to share the ad and purchase intention. Design/methodology/approach This study uses a posttest-only, 2 (low consumer–brand identification v. high consumer–brand identification) × 2 (negative advertisement v. positive advertisement) between-subjects factorial design for two separate brands based on the pretest results. Findings Results show, in support of extant research, that consumer–brand identification enhances consumer perceptions of positive brand advertising. In addition, this research shows that consumer–brand identification also minimizes the potentially detrimental effects of negative advertisements on the dependent variables. Further, results suggest that those with a low consumer–brand identification are more likely to share negative online brand advertising. Practical implications Building consumer–brand identification among target consumers results in positive brand attitudes and behaviors while at the same time shielding brands from negative online attack advertising. However, consumers with weak consumer–brand identification can be influenced through peripheral cues in online ads. This research indicates that managers need to focus on strengthening consumer–brand identity with target audiences and closely monitor negative online sentiment. Originality/value This exploratory research extends current consumer–brand relationship scholarship and adds support for application of the elaboration likelihood model in an online environment. To the best of the authors’ knowledge, this study is the first to examine the role of consumer–brand identity and its role in explaining consumer responses to online display advertising.
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Kushwah, Shiksha, Deep Shree, Sakineh Rezaei, and Mahim Sagar. "The impact of culture on consumer’s perception of brand identity." Journal of Islamic Marketing 11, no. 2 (May 18, 2019): 479–96. http://dx.doi.org/10.1108/jima-12-2017-0146.

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PurposeThe purpose of this paper is to study the influence of culture on consumers’ perception of brands, specifically brand identity in Gulf countries (Saudi Arabia, the United Arab Emirates and Qatar), and how brands entering new markets, launching new products or modifying existing brands can gain important insights from this to make the brand culturally acceptable.Design/methodology/approachThis study includes both inductive and deductive approaches. The literature review has been conducted to identity the factors of brand identity and culture, followed by the blending of the factors through Delphi method. The relationship that was identified through qualitative approach was further tested through a quantitative survey (n=1,152). The analysis includes, hypotheses testing using the Kruskal–Wallis test.FindingsThe results of hypothesis testing proved that culture does play a significant role in shaping how consumers perceive brand identity. The Kruskal–Wallis test showed a significant difference across three cultures. Only two constructs that were not ranked significantly different across three cultures were brand as a stance and brand through place and time. Findings of this study supported the culture-specific branding, i.e. Islamic branding in the studied context.Practical implicationsBrand identity can be said to be the focal point of all branding activities. Brand identity creation starts with the starting of the product or services and is passed on through the process of brand communication and is manifested through the brand image formation by customer. Once the brand identity for a brand is created, it is very tough to change it; hence, from the very beginning, marketers have to take care of the brand identity. Thus, the findings of this study can be used by brand managers and marketers to create or modify brand identity according to the culture of the target consumers. These findings could also be incorporated for designing Islamic branding strategy for the studied context.Originality/valueThis research uses both qualitative and quantitative approaches to identify the brand identity and culture variables and subsequently probes the relationship among them. This study would help the brand managers in designing the brand identity for the brand operating or planning to enter in the Gulf countries.
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Armannsdottir, Guja, Christopher Pich, and Louise Spry. "Exploring the creation and development of political co-brand identity." Qualitative Market Research: An International Journal 22, no. 5 (November 11, 2019): 716–44. http://dx.doi.org/10.1108/qmr-10-2018-0119.

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Purpose The creation and development of candidate-politician brands, otherwise known as political co-brands, remains an under-researched area of study. This is supported by calls for more understanding on political co-brands and how they are positioned and managed by their creators. Framed by the concepts of internal brand identity and co-branding, this paper aims to investigate how political co-brand identity is constructed and managed over time, exploring alignment between the political co-brand and political corporate party brand. Design/methodology/approach An interpretivist revelatory multi-case study approach, using in-depth interviews, was conducted with three political co-brands (candidates-politicians) from the UK Conservative Party. The three cases represented constituencies across the UK from the North, Midlands and South of the country. The in-depth elite interviews were conducted July 2015 to September 2015. Methodological triangulation was also adopted to assess the coherency of emerging themes with online and offline materials and documents. A two-stage thematic analytical approach was used to interpret the findings. Findings This multiple case study demonstrates how successful political co-brands create and develop identities tailored to their constituency, often distinct from the corporate political brand and developed several years before electoral success at the ballot box. In addition, this study reveals that political co-brands are dichotomous in terms of strategically managing a degree of alignment with the corporate political brand yet maintaining a degree of independence. Research limitations/implications This study builds on limited existing concepts such as co-branding and political brand identity as a means of critical application. Existing research on co-branding remains a “relatively limited” and complex area of study and generally focuses on fictitious brands. Political brand identity remains an under-researched area. This in turn supports the development and advancement of political branding as an area of study. This paper highlights the opportunities of using the strategic approach of co-branding to help conceptualise “candidates-politicians” as political brands’ which up until now, “candidate-politician brands” have been difficult to define unlike the extensive research on corporate political brands. Practical implications This study has implications for practice too. Organisations and different typologies of political brands will be able to use this political co-brand identity framework as a diagnostic mechanism to investigate their co-brands current identity, assess alignment and make strategic changes or reposition the envisaged identity if desired. Similarly, organisations can use this framework, key dimensions and factors as a blueprint to design and build new political brands at a corporate and/or local level. Originality/value This study has implications for brands beyond the world of politics. Brands can adopt the political co-brand identity framework developed in this study as a pragmatic tool to investigate internally created co-brand identity and explore alignment with the corporate party brand identity. In addition, this research adds to the limited research on non-fictitious co-brands and co-branding literature at large and addresses the calls for more research on brand identity in new settings.
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Roy, Dilip, and Saikat Banerjee. "Identification and measurement of brand identity and image gap: a quantitative approach." Journal of Product & Brand Management 23, no. 3 (May 13, 2014): 207–19. http://dx.doi.org/10.1108/jpbm-01-2014-0478.

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Purpose – This paper aims to offer a quantitative methodology to identify and measure the gap between the communicated brand identity and perceived brand image by channel members and the consumers. Brand marketers communicate with their target consumers to make them aware of brand identity and communicate the same way to the channel members directly. Channel members, in turn, convey the same to the end-users. Thus, a proper alignment of these three crucial nodes, namely, brand marketers, channel members and consumers, is inevitable for the efficient transfer of brand identity. However, in reality, not all are successful to synchronize communicated brand identity and image perception. So, the identification and measurement of identity-image gap is essential. Design/methodology/approach – Based on the literature review, the authors propose a conceptual model for the study and generate the basic research questions. In this study, Kapferer’s brand identity prism has been taken as the focal point of study to measure brand identity. So far as the vector measure is concerned, a p-dimensional setup is present, each dimension representing each facet of Kapferer’s brand identity prism. Now, given these sets of observations, the authors introduce for each set, a multivariate distributional setup to represent the underlying population behavior. Findings – In this study, a theoretical framework is proposed to identify and measure brand identity and image consistency. To minimize the problem associated with subjective decisions, an objective procedure has been proposed to measure the brand knowledge structure of company personnel, consumers and channel members about the considered brands. The results of this study show that brand knowledge consistency is missing among marketers, consumers and channel members for considered brands. The proposed methodology may help marketers to measure the identity-image gap in a more objective manner with pinpoint accuracy by adopting a quantitative approach. Practical implications – The proposed methodology may help marketers to measure the identity-image gap in a more objective manner with pinpoint accuracy by adopting a quantitative approach. Once a gap is identified, it will be easy for marketers to adopt possible measures to bridge the gap. This helps brand marketers to understand the branding process more objectively. Originality/value – To the best of the authors' knowledge, there is a lack of concrete quantitative approach, attempting to discuss the methodology to measure the gap between brand identity facets and brand image. In this backdrop, this might be the first paper offering a quantitative methodology to identify and measure the gap between the communicated brand identity and perceived brand image by channel members and the consumers.
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Black, Iain, and Cleopatra Veloutsou. "Working consumers: Co-creation of brand identity, consumer identity and brand community identity." Journal of Business Research 70 (January 2017): 416–29. http://dx.doi.org/10.1016/j.jbusres.2016.07.012.

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Orth, Ulrich R., and Gregory M. Rose. "Consumers’ brand identity complexity: conceptualization and predictive ability." European Journal of Marketing 51, no. 2 (February 13, 2017): 304–23. http://dx.doi.org/10.1108/ejm-07-2015-0446.

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Purpose This study aims to integrate Roccas and Brewer’s (2002) social identity complexity theory with the brand symbolism literature to propose a new construct: brand identity complexity (BIC). Different than previous conceptualizations of identity complexity which focus on the degree of internal differentiation of the personal self, BIC focuses on the degree of complexity in the social self and is defined as a consumer’s subjective representation and psychological state of belongingness to multiple identity-constructing brand ingroups. BIC impacts the adoption of new brands as they relate to the social self. Design/methodology/approach Three experiments were performed to test BIC’s predictive power. Study 1 measures BIC and tests its influence on the adoption of new brands positioned as unique. Study 2 manipulates BIC through priming and tests its influence on the adoption of new brands that appeal to independence. Study 3 also manipulates BIC and examines its influence on the adoption of brand extensions. Findings Study 1 demonstrates that high BIC consumers are more likely to adopt a new brand that appeals to a unique social self. Study 2 shows that high BIC individuals are more likely to adopt a new brand that appeals to an independent self. Study 3 shows that high BIC consumers are more likely to adopt a brand extension with a low fit to the parent category. All three studies offer evidence of the mediating role of identity-driven payoffs. Research limitations/implications The findings suggest that individuals perceive their multiple brand ingroups to be more or less complex. This outcome merges the social identity theory with consumer–brand relationship research and adds to an emerging stream of research that explores personal, situational and cultural differences in the social self and its relation to commercial offers. Practical implications Marketers can benefit from the findings by better understanding which brand appeals will be more effective with target consumers and under what conditions. Originality/value This research develops a conceptual framework for understanding the development of brand ingroup-based identity complexity.
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Dissertations / Theses on the topic "Identity of a brand"

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Bastias, Paredes Connie Danayer, and Rosales Valeria Terrones Terrones. "Brand identity, brand community y brand community identity en relación al brand loyalty en un contexto de comunidades digitales." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2021. http://hdl.handle.net/10757/655621.

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En la actualidad, el comercio electrónico ha mostrado un crecimiento exponencial y las plataformas digitales no solo se han convertido en una de las principales plataformas de ventas, sino también en un valioso medio de comunicación con el público objetivo, que permite aumentar el valor de las marcas. Es por ello, que las comunidades digitales de marca se han convertido en una herramienta fundamental, las cuales permiten crear vínculos emocionales con sus clientes y generar una relación más sólida con ellos, mediante la interacción participativa y colaborativa con la marca y entre los usuarios de ella. Partiendo de este punto, esta investigación busca identificar la relación de las variables de identidad de marca, comunidades de marca e identidad de comunidades de marca con respecto a la lealtad de marca en un contexto de comunidades digitales de marca. Para fines de la investigación, se revisó́ bibliografía oportuna y actualizada respecto a temas de las comunidades digitales de marca. Además, se utilizaron distintos autores como mayor fuente de información.
Nowadays, E-commerce has shown exponential growth and digital platforms have not only become one of the main sales platforms, but also a valuable means of communication with the target audience, which allows increasing the value of brands. Therefore, online brand communities have become a fundamental tool, which allows creating emotional ties with their customers and generating a stronger relationship with them, through participatory and collaborative interaction with the brand and among users. Starting from this point, this research seeks to identify the relationship of the variables of brand identity, brand communities, and brand community identity with respect to brand loyalty in a context of digital communities. For the purposes of the research, a timely and updated bibliography regarding online brand communities was reviewed. In addition, different authors were used as the main source of information.
Trabajo de investigación
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Gårdh, Victor. "Brand Heritage : Helping Strengthen the Brand Identity of Husqvarna Motorcycles." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-9825.

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Purpose: The purpose of this thesis is to learn how brand heritage and retro brands can help HQM strengthen their brand identity.

Background: Companies with a long history have a strategic choice to make re-garding the use of their heritage in marketing communications. Such companies also enjoy a history of interesting products, for which some may exist the possibility for a retro relaunch. Husqvarna is such a company, which made it interesting to find out how these two strategic tools can or cannot strengthen the studied company‘s brand identity.

Method: Through an inductive and exploratory case study with interviews of the personnel at Husqvarna Motorcycles, Italy, three theoretical areas emerged to be researched, brand identity, brand heritage and retro brands. The latter two required the help of real life examples for better understanding. The analysis had a deductive approach where the studied theory was applied to the companies, and conclu-sions were drawn from the accumulated knowledge to help streng-then the brand identity of Husqvarna Motorcycles.

Conclusions: HQM is a brand with heritage in the process of taking a strategic de-cision to use its heritage as a tool to strengthen the brand identity, hence on the way to become a heritage brand in the true meaning of the definition. As the oldest brand on the market, HQM can use its heritage to differentiate itself from the competition, creating uni-queness impossible to copy. A retro product can be a useful vehicle to carry the newly uncovered heritage to surface. With the help of theory and a real life example, a contender within the historical company product portfolio was recognized. Finally, the band identi-ty as stated by HQM was redefined according to the findings.

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Hein, Katja, and Deike Bode. "The Influence of Brand Equity and Brand Identity on Brand Extension Strategies." Thesis, Högskolan i Halmstad, Centrum för innovations-, entreprenörskaps- och lärandeforskning (CIEL), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-29048.

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The times of following a ‘one brand – one product’ strategy have long past. Nowadays, firms are increasingly recognizing the true value of their brands and are starting to use these as a source of competitive advantage. By introducing new products under an existing brand name, firms leverage the power of their brands and thus, aim at benefiting from the success of the parent brand. Brands are amongst the most valuable assets owned by a company, which encourages them to engage in brand extensions. The authors mainly distinguish between three brand extension strategy types: line extension, vertical line extension and category extension.             Previous quantitative studies have identified that particularly brand equity and brand identity stand out as significantly influencing brand extension strategies. Therefore, this qualitative case study further explores how these two branding constructs affect firms’ brand extension decisions. While most past studies investigated the potential success of fictitious brands, this study performs qualitative interviews with brand and product managers of eight real case firms operating in the FMCG industry in Germany.             The empirical data indicates that the pressure to innovate rises, as more and more new extension products are being introduced to the market in recent years. Nevertheless, the majority of firms opt for line extension strategies, while only few dare to enter a further distanced market segment. Hence, the condition of a “fit” between the parent brand and extension product is mostly accounted for. The study further suggests that a brand without strong brand equity will not be able to perform brand extensions at any level. However, even if brands do benefit from strong brand equity, firms may adopt divergent strategies, which is mainly dependent on the brand’s identity. The research results show that narrowly defined brands, predominantly distinguishable by concrete product features and physical facets, restrict the firms’ capability to extend a brand beyond its original product line. Contrarily, brands with a more abstract or value based identity provide more opportunities to stretch further from the parent brand. An emotional brand that succeeds in building a relationship to the customer, in representing a distinct personality or telling a story, is able to extend to a new product category. The study concludes that certain brands may be under-exploited, as they do not leverage their high equity and identity capabilities in terms of extending the brand to a further distanced market segment.             As a result of the findings, two Brand Extension Strategy Matrices are constructed, setting the brand identity abstraction level (product or value based identity) into relation to (1) brand equity and (2) the identity “fit” of an extension product and the parent brand. Each of these two matrices explains the strategic consequences of a given set of brand equity and brand identity.
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Mužíková, Iveta. "Koncepce identity značky v České republice." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-205551.

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Strong brand is a significant element of the differentiation in the highly competitive environment. The first step in the systematic brand building is to define its identity, which ensures the consistency of a brand over time. The goal of the master's thesis is to find out how czech brand consultants define the brand identity. In the master's thesis there is a comparison of the most frequently used elements in the theoretical models and brand bibles of foreign companies with approaches of czech consultants. Theoretical models and brand bibles have been analyzed by using conceptual content analysis. Qualitative research was used to find out approaches to the brand identity of czech consultants. Results of the qualitative research and the synthesis of the theoretical and practical part revealed that czech consultants get inspired from abroad, where some of them use models and some of them approach to defining brand identity instinctively. The master's thesis brings the primary insight into this field within the Czech Republic and can be used as a base for mapping the whole situation in the Czech Republic.
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Repo, Jesper. "Brand Culture : Between consumers and brands." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-15220.

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The empirical data that lies behind this survey comes from field work between 1992 and 1995. This field work represents work I made myself as a sales-man for the company, Malmberg Original Water. The task was to implement the Malmberg mineral water brand on the restaurant market of the South-Swedish area. Our aim was to reach the upper-scale, premium market of restaurants. The mission was successfully completed, and at 1996 we had completed the position as the most exclusively positioned mineral water brand in Skåne (Southernmost Sweden). How could we fulfill this mission so fast, and with a very limited marketing budget (=0)?The secret key was that we managed to work and be in line with the values of our targeted customer group. We lived close to the customers and developed what was in line with their needs. This follows the research of Porter (1980) and Philipson (2011), serving the customer groups´ needs. Despite lack of money and budget from PR and promotion we made a large effort of serving and doing service towards our targeted customers.The thesis also focuses the target group´s importance for the construction of the brand identity. Strategic brand management-literature normally considers the target group taken-for-granted. Consumer research-literature, on the other hand, considers it as something vague and undefined. By applying a perspective of cultural values between the company, the brand and the target group it is possible to qualify the target group more than just refer to it as consumers or customers. The thesis also point to the conclusion not to consider brand identity as an independent entity, but dependent on the customers and the consumers. The consumers give birth to the brand. Finally since the target group is a group that is constantly set in motion, the brand also should reflect and represent change.
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Sjöstedt, Anna, and Jeanette Bohman. "You are who you wear? : En kvantitativ studie om varumärkesidentitet och varumärkesimage." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-29520.

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The purpose of the study was to find out how well companies succeed in trying to convey the identity of their trademarks to the consumers. The study was quantitative with a survey design. A sample of 109 respondents participated. Brand identity and brand image was the focus of the study and was measured in three companies; Odd Molly, Filippa K and Björn Borg. These three were selected partly because of their different profiles. One survey was sent to the companies and one survey was distributed to the consumers. The majority of the questions in the surveys were based on a model designed to measure brand identity and brand image and gap in between them. The study presents three central theories; Profile, Image and Identity, Brand Equity and The Corporate Personality Scale. The first two gives a background to the concept of the words. The Corporate Personality Scale was created and designed to assess image and identity and the gaps in between them. The results showed that there were gaps in between the brand identity and the brand image in all three of the selected companies. However there were also signs of coherence between them. The companies succeeded in some part, in their trying to convey the identity of their trademarks to the consumers. There were both clear gaps and clear coherence between Brand Identity and Brand Image. In some cases the image was graded higher than the identity and vice versa.
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Verster, Alet. "Building brand equity through brand identity in the architectural industry." Diss., University of Pretoria, 2017. http://hdl.handle.net/2263/59798.

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The lack of differentiation between firms in the South African architectural industry has led to the virtual commodification of architectural services. This commodification has resulted in increased competition and decreased profitability in the industry (Allix, 2012). The objective of this research is to explore the manner in which B2B architectural firms in South Africa and the Netherlands use brand identity to build the foundation of brand equity, in order to secure competitive advantage, by differentiating themselves. In contrast to South African firms, Dutch architectural firms receive the highest compensation and employees receive the third highest salaries in the industry in the European Union. This research thus examines the differences between B2B architectural firms in South Africa and the Netherlands, through the lens of the B2B Service Brand Identity Network by Coleman, de Chernatony and Christodoulides (2011) and the B2B Consumer-Based Brand Equity model (Kuhn, Nigel & Pope, 2008). A qualitative study was conducted, involving in-depth interviews with eight South African and five Dutch architectural firms. A deductive and subsequent inductive analysis was conducted on the data, using the computer assisted qualitative data analysis software Atlas.ti. The study found that Dutch firms concentrated more on resonance with their communities, while South African firms focussed on building credibility through brand judgement. Both countries showed a lack of formal resource allocation to branding and a lack of formal incentives to employees. Two new themes were identified in relation to brand identity in this industry. Consequently, the study proposes a new version of the B2B Service Brand Identity Network. This proposal provides a brand identity network for B2B service firms which produce tangible objects as a result.
Mini Dissertation (MBA)--University of Pretoria, 2017.
ms2017
Gordon Institute of Business Science (GIBS)
MBA
Unrestricted
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Jabbar, Zeenat. "The impact of corporate visual identity on brand personality." Thesis, Brunel University, 2014. http://bura.brunel.ac.uk/handle/2438/8734.

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It is argued that there is a need to extend our understanding and knowledge of the magnitude to which the elements of corporate visual identity (CVI) are perceived as the communicators of brand personality and hence corporate image, by the consumers. This thesis extends the knowledge about corporate visual identity (CVI) factors, particularly, name, logo, and colours, by developing a comprehensive model which incorporates corporate visual identity (CVI) elements and brand personality (BP) traits (sophistication, sincerity, ruggedness, excitement, competence). The thesis focuses on the association of types of brand names with brand personality traits. This study also focuses on the different types of logos and their associations with different personality traits and on associations of different brand colours with different brand personality traits. A quantitative approach was adopted. A conceptual model was developed. This model looked at brand name, logo and colour and their collective association with, as well as their influence in, developing a brand‘s personality. A questionnaire was prepared and pretesting was carried out to test whether the constructs of the model were valid and reliable and that the instrument used was fit for purpose. Pakistan was the context for this research, and the brands chosen represented the cellular telecom industry of Pakistan. A sampling frame of Pakistani youth was chosen, with an age bracket of 18-26, as this age group which constitutes the highest usage of cellular services in Pakistan. The sample size was 1400, and the sampling method was stratified random sampling. Cross-tabulation analysis was conducted to test the hypotheses. The results from this study suggest that CVI has a significant positive impact on brand personality development. One of the strongest messages to emerge from this study is that CVI elements (namely, brand name, logo, and brand colours) are found to be essential for the creation of brand personality. This study provides a model that managers can use to influence consumers‘ perceptions and buying behaviour and also helps in the positioning of a brand in differentiating it from the competition. This study makes its contribution in that it is the first to empirically test the associations of CVI elements with BP traits and to present a conceptual model which examines the influence of CVI elements in shaping a brand‘s personality and establishing an integrative view of CVI elements and brand personality traits, and, to do so from South Asian perspective. This study is the first to clearly define the role of brand names in creating brand personalities, associating brand name types with brand personality traits and to establish an empirical relationship between types of brand names and various personality traits. This is the first study to provide empirical evidence to support the claim that brand logo types are associated with specific brand personality traits and to clearly associate brand colours with specific brand personality traits. Findings from this study allow companies in other business sectors as well as in other countries to develop their CVI strategy and to modify their CVI strategies to influence the brand personalities.
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Kelley, D. (Dennis). "Creating a craft brewery brand identity." Master's thesis, University of Oulu, 2019. http://jultika.oulu.fi/Record/nbnfioulu-201906052410.

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Abstract. The craft beer market is a relatively new and recent phenomenon gaining popularity among beer drinkers. As this is a new and quickly expanding consumer product, the amount of research into the branding practices of craft breweries is limited. The purpose of this thesis is to explore how consumers view craft breweries based on six key areas of branding and how craft breweries can utilize these findings to better brand themselves and their beers in an effort to increase profits. The theoretical framework of the thesis focuses on the Brand Identity Prism conceptualized by JN Kapferer (2012) in his book The New Strategic Brand Management: Advanced Insights & Strategic Thinking. With the Brand Identity prism as a starting point, further in depth research is taken to provide additional key elements to each of the six segments in an effort to relate them to craft beer branding and ways that beer brands have in the past succeeded and how craft beer brands can utilize them to reach their consumer targets. Further research areas include a beer community forum dialog as well as interviews with craft beer professionals. Interviews are conducted in an effort to gain further real world examples of how the six outlined segments of the brand identity prism and additional elements are utilized by craft brewers that they follow as well as methods that they themselves employ. The conclusion of the thesis presents finding for craft brewery managers to better create a brand identity moving forward in a competitive market as well as presents limitations of this study and the possibility for further scientific research into this subject.
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Hultman, Emma, Sylvio Hardy Razafimandimbison, and Ramin Nazem. "Aligning Brand Identity with Brand Image : An evaluation of a proposed method." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26776.

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Branding and the management of brands has become a highly prioritized aspect for com-panies to maintain lasting competitive advantage and to provide meaning to consumption. Therefore companies have adopted an inside-out approach in order to manage their brand. The challenge with an inside-out approach is to align the internal brand identity,what brands communicate, with the external brand image, what consumers perceive. Therefore two questions are crucial to answer; how does the brand want to be perceived and how is the brand actually perceived? There is a risk that gaps occur in the communication of the brand, and these gaps are crucial to monitor and prevent for effective brand management. This paper proposes a method on how to measure and align brand identity and brand im-age, based on existing theories and models regarding brand management. The method is evaluated through a case study, where the difference between Happy Plugs’ brand identity and brand image is analyzed. The method was designed using Kapferer’s Brand Pyramid and Brand Identity Prism. Both qualitative and quantitative data is used to examine how wide the gap between Happy Plugs’ brand identity and brand image is. The Happy Plugs brand is solely used as a tool to apply the designed method and evaluate the validity of it. The findings show that a gap in brand identity and brand image does occur, at higher levels of the brand pyramid, or brand identity. The results from the case study indicate that the designed model is an effective tool in identifying and measuring possible gaps, and is a use-ful approach for companies who wish to align their brand identity with brand image.
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Books on the topic "Identity of a brand"

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Brand revolution: Rethinking brand identity. Houndmills, Basingstoke, Hampshire: Palgrave Macmillan, 2013.

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Burmann, Christoph, Nicola-Maria Riley, Tilo Halaszovich, and Michael Schade. Identity-Based Brand Management. Wiesbaden: Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-13561-4.

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Chernatony, L. De. Brand management through narrowing the gap between brand identity and brand reputation. Milton Keynes: Open Business School, Open University, 1998.

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Ambrose, Gavin. Packaging the Brand: The Relationship Between Packaging Design and Brand Identity. 1000 Lausanne: Ava Publishing SA, 2011.

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Hodson, Julian Michael. Connecting Brand Identity and Consumer-Based Brand Equity for Tourism Destinations. Wiesbaden: Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-33057-6.

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Budelmann, Kevin. Brand identity essentials: 100 principles for designing logos and building brands. Beverly, Mass: Rockport Publishers, 2010.

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1968-, Kim Yang, ed. Brand identity essentials: 100 principles for designing logos and building brands. Beverly, Mass: Rockport Publishers, 2010.

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Brand identity for television: With knobs on. London: Phaidon, 1997.

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Online personal brand: Skill set, aura, and identity. [Charleston, SC]: CreateSpace, 2014.

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Designing brand identity: A complete guide to creating, building and maintaining strong brands. 2nd ed. Hoboken, N.J: John Wiley, 2006.

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Book chapters on the topic "Identity of a brand"

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Mazzalovo, Gérald. "Brand Identity." In Brand Aesthetics, 47–82. London: Palgrave Macmillan UK, 2012. http://dx.doi.org/10.1057/9781137025609_5.

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Kostelijk, Erik, and Karel Jan Alsem. "Brand identity." In Brand Positioning, 103–26. New York : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429285820-8.

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Mogaji, Emmanuel. "Brand Identity." In Brand Management, 85–122. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-66119-9_5.

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Chevalier, Michel, and Gérald Mazzalovo. "Brand identity." In Pro Logo, 93–137. London: Palgrave Macmillan UK, 2004. http://dx.doi.org/10.1057/9780230508897_5.

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Heding, Tilde, Charlotte F. Knudtzen, and Mogens Bjerre. "The identity approach." In Brand Management, 45–82. Third Edition. | New York : Routledge, 2020. | Revised edition of the authors’ Brand management, 2016.: Routledge, 2020. http://dx.doi.org/10.4324/9780367172596-7.

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Sicard, Marie-Claude. "Redefining Brand Identity." In Brand Revolution, 49–65. London: Palgrave Macmillan UK, 2013. http://dx.doi.org/10.1057/9781137019493_4.

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Lalaounis, Sotiris T. "Creating brand identity." In Strategic Brand Management and Development Creating and Marketing, 59–99. Abingdon, Oxon ; New York, NY : Routledge, 2021. |: Routledge, 2020. http://dx.doi.org/10.4324/9780429322556-3.

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Cuomo, Maria Teresa, Cinzia Genovino, Debora Tortora, and Alex Giordano. "Corporate brand identity." In Building Corporate Identity, Image and Reputation in the Digital Era, 169–80. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003080572-8.

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Heinlein, Michael. "Identität und Marke: Brand Identity vs. Corporate Identity?" In Chance: Identität, 282–311. Berlin, Heidelberg: Springer Berlin Heidelberg, 1999. http://dx.doi.org/10.1007/978-3-642-58376-6_6.

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Burmann, Christoph, Nicola-Maria Riley, Tilo Halaszovich, and Michael Schade. "Strategic Brand Management." In Identity-Based Brand Management, 91–172. Wiesbaden: Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-13561-4_3.

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Conference papers on the topic "Identity of a brand"

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Sudjianto, Agus, and Kevin Otto. "Modularization to Support Multiple Brand Platforms." In ASME 2001 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference. American Society of Mechanical Engineers, 2001. http://dx.doi.org/10.1115/detc2001/dtm-21695.

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Abstract Methods to determine acceptable architecture for multiple platforms supporting multiple brands must represent both platform cost saving commonization as well as revenue enhancing brand distinctions. Functional architecting methods determine modularization based upon functional concerns. Brand identity is additionally determined by sensory aesthetics. We introduce three architecting rules to maintain brand identity in platforms. A dominant theme must be ensured on each product of a brand, and this must be transferred to each product’s specifications and aesthetics. Elements critical to brand identity must be made common across all products in a brand. For any platform, brand specific elements must be maintained unique on each product variant. The set of elements not identified as a brand carrier can be made common to a platform. A matrix representation of each platform and its supported brand variants is useful as an architecting tool.
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Elikan, Dina, and Yves Pigneur. "A Visual Inquiry Tool for Brand Identity." In Hawaii International Conference on System Sciences. Hawaii International Conference on System Sciences, 2019. http://dx.doi.org/10.24251/hicss.2019.070.

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Honglei Guo. "On structure of corporate and brand identity." In 2009 IEEE 10th International Conference on Computer-Aided Industrial Design & Conceptual Design. IEEE, 2009. http://dx.doi.org/10.1109/caidcd.2009.5374889.

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Yu, Xiaoyan. "The Interactive Strategy of Customer Brand Community Based on Brand Community Identity." In 2020 International Conference on E-Commerce and Internet Technology (ECIT). IEEE, 2020. http://dx.doi.org/10.1109/ecit50008.2020.00037.

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Ying, Wang, and Zheng Linxin. "Product identity system, the brand manager of enterprise." In 2006 7th International Conference on Computer-Aided Industrial Design and Conceptual Design. IEEE, 2006. http://dx.doi.org/10.1109/caidcd.2006.329342.

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Yiqing Yu and Lili Yuan. "Co-management of brand identity and customer experiences." In Conceptual Design (CAID/CD). IEEE, 2008. http://dx.doi.org/10.1109/caidcd.2008.4730736.

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Sytnyk, Оleksii, and Olena Hrozna. "BRAND IDENTITY AS A COMPONENT OF IMAGE COMMUNICATION: KEY FEATURES OF IDENTITY FORMATION." In EDUCATION AND SCIENCE OF TODAY: INTERSECTORAL ISSUES AND DEVELOPMENT OF SCIENCES. European Scientific Platform, 2021. http://dx.doi.org/10.36074/logos-19.03.2021.v2.43.

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Im, Eun Tack, Duk Jin Kim, Min Hye Jwa, and Gwang Yong Gim. "A Study on Brand Identity and Image Utilizing SNA." In 2019 20th IEEE/ACIS International Conference on Software Engineering, Artificial Intelligence, Networking and Parallel/Distributed Computing (SNPD). IEEE, 2019. http://dx.doi.org/10.1109/snpd.2019.8935744.

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Soetjipto, Budi Eko, Puji Handayati, Fattah Hanurawan, Rosmiza Bidin, and Mardiningsih. "The Effects of Corporate Identity Management, Internal Brand, and Corporate Culture on Employee Brand Support Behavior." In 2nd Annual Conference on blended learning, educational technology and Innovation (ACBLETI 2020). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/assehr.k.210615.085.

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Nararatwong, Rungsiman, Kotaro Okazaki, Hitoshi Okada, and Katsumi Inoue. "How Social Identity May Matter Most in Brand Crisis Management." In 2014 IEEE International Conference on Big Data and Cloud Computing (BdCloud). IEEE, 2014. http://dx.doi.org/10.1109/bdcloud.2014.93.

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Reports on the topic "Identity of a brand"

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Kim, Sooyeon, and Jinsook Hwang. Key Components of Luxury Fashion Brand Identity. Ames: Iowa State University, Digital Repository, November 2016. http://dx.doi.org/10.31274/itaa_proceedings-180814-1704.

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Ross, Kassandra, and Young-A. Lee. Social Media Era Consumers' Identity Formation: A Symbolic Interactionist Approach to Consumer-Brand Identity Co-creation. Ames (Iowa): Iowa State University. Library, January 2019. http://dx.doi.org/10.31274/itaa.8790.

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Frutos Torres, Belinda de, and María Merino Bobillo. La consolidación de la identidad a través de la marca secundaria: el caso del Campus de Segovia de la Universidad de Valladolid / The consolidation of identity through secondary brand: the case of the Segovia Campus of the University of Valladolid. Revista Internacional de Relaciones Públicas, May 2014. http://dx.doi.org/10.5783/rirp-7-2014-05-53-72.

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Frutos Torres, Belinda de, and María Merino Bobillo. La consolidación de la identidad a través de la marca secundaria: el caso del Campus de Segovia de la Universidad de Valladolid / The consolidation of identity through secondary brand: the case of the Segovia Campus of the University of Valladolid. Revista Internacional de Relaciones Públicas, May 2014. http://dx.doi.org/10.5783/rirp-7-2013-05-53-72.

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Doraiswamy, Dilip, and Kittichai Watchravesringkan. Assessing the Impact of Brand Extensions on Brand Concept and Brand Equity. Ames: Iowa State University, Digital Repository, November 2016. http://dx.doi.org/10.31274/itaa_proceedings-180814-1499.

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Marshak, Ronni. Brand Loyalty. Boston, MA: Patricia Seybold Group, October 2011. http://dx.doi.org/10.1571/psgp10-06-11cc.

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Childs, Michelle L., and Byoungho Jin. Successful Brand and Retailer Collaborations: Does Brand Familiarity Matter? Ames: Iowa State University, Digital Repository, November 2016. http://dx.doi.org/10.31274/itaa_proceedings-180814-1473.

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Childs, Michelle, and Byoungho Jin. The Effect of Brand Extension Strategy and Brand Level on Urgency to Buy and Brand Dilution. Ames: Iowa State University, Digital Repository, 2014. http://dx.doi.org/10.31274/itaa_proceedings-180814-923.

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Tasseff, Sarah, Daniel Judge, David Lockwood, and Michael Nudelman. Recruitment Brand Guidelines. Office of Scientific and Technical Information (OSTI), March 2021. http://dx.doi.org/10.2172/1768449.

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Kim, Hye-Shin, and Michelle Ma. Consumer and Brand Factors that Influence Perceptions of Green Brand Extensions. Ames: Iowa State University, Digital Repository, 2014. http://dx.doi.org/10.31274/itaa_proceedings-180814-933.

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