Brand Management: Research, theory and practice

the strategic vision is downplayed or that an organizational culture in line with the
strategic vision of the company is nurtured and developed. The identification and
analysis of gaps between the strategic stars of brand identity lay the foundation for
a customized strategy for aligning identified gaps that can ensure the continuous
alignment of the elements of brand identity (Hatch and Schultz 2001).

The AC2ID framework

The AC2ID framework developed by Balmer and Greyser (2003) focuses on the
alignment of five identities in the corporation. The assumption is similar to that of
the corporate brand toolkit, since it is that multiple identities do indeed exist and
only when they are aligned continually can a strong brand identity emerge and
strive. Dissonance between the five identity types will weaken the overall brand
identity and ultimately corporate performance. AC2ID is an acronym for the five
identity types Balmer in the framework identifies as key for brand identity.

• Actual: the actual identity, organizational behaviour and everyday reality of
  the corporation.


• Communicated: the brand identity expressed through all sources of
  communication.


• Conceived: refers to the image/reputation of the corporation – how do stake-
  holders conceive brand identity?

Culture

Vision

Image

Aligning image

and vision gaps

Aligning culture

and image gaps

Aligning vision

and culture gaps

Figure 5.5Alignment of the strategic stars of brand identity; from Hatch and Schultz, ‘Are
your strategic stars aligned for your corporate brand?’ Harvard Business Review, February
2001, reprinted by permission of Harvard Business Review, copyright © 2001 by the
Harvard Business School Publishing Corporation; all rights reserved

62 Seven brand approaches