Searched over 200M research papers for "brand identity"
10 papers analyzed
These studies suggest that brand identity is a dynamic and multifaceted concept influenced by managerial inputs, social constituents, psychological processes, and stakeholder interactions, and it plays a crucial role in differentiating brands, shaping consumer perceptions, and building strong, loyal brands.
20 papers analyzed
Brand identity is a critical aspect of strategic brand management, encompassing the unique elements and characteristics that distinguish a brand in the marketplace. It involves both internal and external perceptions and is influenced by various stakeholders, including managers, employees, and consumers. This synthesis explores the multifaceted nature of brand identity, its development, and its impact on brand performance.
Dynamic and Co-Created Nature of Brand Identity:
Frameworks and Models for Brand Identity:
Elements and Components of Brand Identity:
Brand Identity and Brand Reputation:
Brand Identity and Brand Image Linkage:
Consumer-Brand Identification (CBI):
Brand identity is a complex, evolving construct influenced by multiple stakeholders and dynamic interactions. Effective brand management requires a comprehensive understanding of the elements that constitute brand identity, the frameworks that guide its development, and the importance of aligning internal and external perceptions. By addressing these aspects, brands can achieve stronger differentiation, loyalty, and overall performance.
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