Notes
1 These diverse academic backgrounds of the scholars investigating brand identity often
lead to opposing views and endless discussions of how to combine elements and what to
call these elements. For the sake of clarity, this book defines the internal elements of
brand identity: corporateidentityas the visual and strategic aspects of brand identity
and organizationalidentityas the behavioural and structural aspects of brand identity.
2 In the literature behind the consumer-based approach there is quite a lot of theory about
brand extension. If you want to know more about the thoughts on brand extensions in
the consumer-based approach, good places to turn are Keller (1993) and Aaker and
Keller (1990).
3 Be aware that the exchange between the consumer and the social and cultural context is
not a one-way exchange but dyadic. The more dyadic perspective on this process is elab-
orated in chapters 9 and 10.
4 The theory was first published as a Ph.D. dissertation in 1994.
5 Examples of how life themes, life projects, and current concerns are pivotal points in the
brand relationship theory are to be found in figure 8.4.
6 Not to be confused with brands managed according to the cultural approach, which is
applying cultural principles to the management of brands from all industries.
7 Holt’s term, not to be confused with the identity approach of this book.