Brand Identities: A Framework for Successful Branding

Autor:	Phani Tej Adidam
Rok vydání:	2007
Předmět:	Strategic goal Brand management Corporate branding Brand image Expression (architecture) business.industry Identity (social science) Advertising Marketing Set (psychology) business Visual appearance
Zdroj:	Paradigm. 11:46-51
ISSN:	2394-6083 0971-8907
DOI:	10.1177/0971890720070208
Popis:	A brand identity is an outward expression of the brand, including its name and visual appearance. The brand's identity is its fundamental means of consumer recognition and symbolizes the brand's differentiation from-competitors. It is important to note that a brand identity refers to the strategic goal for a brand; while brand image is what currently resides in the minds of consumers. How should a brand and marketing manager develop a set of successful brand identities? This paper ties together several extant researches in this area, and provides a comprehensive framework in terms of guidelines for creating and building successful brand identities.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::bb370dc96e90e3936f4a6175965f2c19 https://doi.org/10.1177/0971890720070208 Zobrazit plný text záznamu