The approaches to define identity consider the personality traits of a brand, similar to those of a “person,” as one of its components ( Aaker, 1990), or as “Brand Identity Prism” ( Kapferer, 1995).īrand archetypes are part of brand personality. And brand managers must track the impact of increased brand interactions and experiences across consumers, cultures and countries on customers’ brand perceptions, especially those that relate to brand identity and personality, since consumers may not necessarily notice brand personality as intended ( Malär et al., 2012).Ī strong brand identity comprises the conceptualization and operationalization of a very sophisticated brand strategy that meets the challenges of the different environments where brands are present, particularly global brands. Large corporations must focus on brand reputation and the legitimacy of the purpose they serve ( Crisan and Bortjun, 2017). Strong brands are much more than a product or service, are a unique set of companies’ promises and customers’ perceptions, interactions and experiences, which affect long-term relationships. The full terms of this licence may be seen at Ĭonsumers identify themselves with specific brands, not for their promises, but rather for the purpose that the brand embodies ( Adi et al., 2015). Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Copyright © 2018, Duarte Xara-Brasil, Kavita Miadaira Hamza and Percy Marquina License
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