Nov 6, 2009

Towards an identity based branding.


The article “Towards an identity-based branding” says that brands play a crucial role in a company’s value generation. In old branding techniques brand is just a communication vehicle while new perspective see it in two dimension approach of brands. First one is outside-in approach and second is inside-out approach.

Outside-in approach is based on the consumer’s personal identity. The concept of personal identity is characterized by the individual’s portrait of his or her own self and serves as the frame of reference for the individual’s behavior. A strong personal identity is perquisite for a personality to be reliable and authentic and participate in the development of trust.

Inside-out approach is based on the fact that managing brand or construct a mental structure for brand is responsibility held by external target groups.

By definition brand identity is as a form of group identity which is expressed by a set of commonly shared values, competencies, origin, vision, communication style and behavior.

Brand image constructs on three components for consumers as: (1) Brand attributes. (2) Functional values. (3) Symbolic values. From this perspective brand image is based on the receiver’s side and identity on the sender’s side.

The process of communicating the brand promise to external customers is called brand positioning. Brand promise is partially or fully based on the external target consumer’s expectations. It also plays a major role in developing employees behavior and customers satisfaction.

Brand identity is not a static approach in two dimension like brand image which is a more dynamic approach and interactive process towards brand management. In short, brand identity, brand promise and brand behavior is developed by internal stakeholders while brand image, brand expectations and brand experiences are relevant to the external stakeholders.

Article Name: Towards an identity-based branding, Christoph Burmann, Sabrina Hegner and Nicola Riley, Marketing Theory 2009; 9; 113

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