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Advisor(s)
Abstract(s)
There is a wide agreement that identity is a multidisciplinary concept. Branding is an identity expression.
Although there are some frameworks to assess brand identity there isn’t an accepted definition. The authors consider this a
gap in literature and investigate the components to assess brand identity under a holistic approach. Literature was reviewed
and reinterpreted under an integrated perspective evolving corporate and brand identity studies. The authors propose a
definition and nine componentscharacterizing corporate brand identity: reputation, culture, positioning, personality,
relationships network, presentation style, communication, environmental influences and mission. Some are related with
internal and others to external facets. The authorsare strongly encouraged to test these results empirically towards validity
and reliability of the proposed construct.
Description
Keywords
Concepts redefinition Corporate brand identity Corporate brand identity components Integrated perspective
Citation
Publisher
IASK - International Association for the Scientific Knowledge