Strategic Brand Management

Burmann, Christoph; Riley, N. D.; Halaszovich, Tilo; Schade, Michael

doi:10.1007/978-3-658-13561-4_3

Cited by 1 publication

(1 citation statement)

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“…Then, in 1995, it became the main theme of D. Aaker's book, Creating Strong Brands [7].Today, the concept of brand identity is used by many experts such as: G. L. Bagiev, T. Ambler, W. Pförtsch [8], D. Aaker, V.N. Domnin [6], J.J. Lambin, A. Wheeler, and the others [1].…”

Section: Introductionmentioning

confidence: 99%

Brand identity development

2020

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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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Section: Introductionmentioning

confidence: 99%