Brand Management: Research, theory and practice

identity, and organizational identity, representing the behavioural and cultural
aspects. The two supporting themes covering the external aspects are: image and
reputation. Image is the short-term mosaic of images perceived by the consumer.
The reputation is a long-term compilation of all image evaluations of brand
identity made by the consumer. These four supporting themes each contribute to
the brand identity construct. Pivotal in the recent theoretical frameworks for the
management of brand identity is the alignment of the multiple identities of the
corporation. Two key frameworks are the corporate brand toolkitfocusing on the
alignment between vision/organizational culture and image. The AC2ID
frameworkworks with the alignment of actual, communicated, conceived, ideal
and desired identity.

Methods and data of the identity approach

The methods and data used in the identity approach are diverse and have their origin
in different research traditions, due to the different focus (internal and external) and
origins of the four supporting themes of the brand identity construct. The methods
used to collect data about organizational identity stem from anthropological and
culture studies, while the study of corporate identity has a more heuristic approach
deriving material from strategic management, the visual expression and history of
the corporation. Researching the image element of brand identity requires insights
into the cognitive processes that consumers and stakeholders go through when eval-
uating a brand identity and requires methods from cognitive psychology. Finally, the
reputation element requires more focus on the long-term interaction between the
brand and the consumer or stakeholder. In the attempt to make the overview of these

Theory

Assumptions

Methods and data

Managerial implications

Figure 5.6Theory of the identity approach

64 Seven brand approaches