Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.22/1853
Título: Using an integrative approach to assess brand identity
Autor: Barros, Teresa
Martins, Francisco Vitorino
Palavras-chave: Corporate identity
Brand identity
Integrative approach
Multidisciplinary concept
Synthesis framework
Data: 2007
Editora: Birmingham Business School
Resumo: There is a wide agreement that identity is a multidisciplinary concept. The authors consider this an opportunity do develop a framework to assess identity. In a marketing context, literature reveals two approaches on identity: one focus on corporate identity and the other focus on branding. The aim of this paper is to integrate these two approaches to develop a synthesis framework to assess brand identity. Based on literature on identity the authors found nine components related to brand identity. Those components are described in this paper as well as the relation they have with brand identity. The authors hope that this synthesis approach contributes to a better understanding of the brand identity, and are very encouraging for refining this framework in the future.
Peer review: yes
URI: http://hdl.handle.net/10400.22/1853
ISBN: 07044268629780704426863
Aparece nas colecções:ESTGF - CE - Comunicações em Eventos Científicos

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