5 The identity approach
with a commentary by Professor Majken Schultz, Copenhagen Business School,
and Professor Emerita Mary Jo Hatch, University of Virginia
Learning objectives
The purpose of this chapter is to:
Understand the assumptions of the identity approach- The brand should express one unified and coherent identity, internally
as well as externally, by using the visual and behavioural identity of the
corporation to build the brand
Understand the theoretical building blocks of the identity approach - The four supporting themes of brand identity: corporate identity, orga-
nizational identity, image and reputation - The two frameworks: the corporate brand tool kit and the AC2ID model
are useful for the alignment of corporate identity, organizational
identity, image and reputation to create a coherent brand identity
Provide insights into the methods of the identity approach - In the identity approach a mix of methods is used. Internally, focus is on
corporate identity (visual and strategic) and organizational identity
(behaviour and culture) rooted in ethnographic and anthropological
methods. Externally, the element’s image and reputation combine
methods stemming from cognitive and social psychology
Understand the managerial implications - Understand the complexity of managing brand identity by ensuring
alignment of corporate identity, organizational identity, image and
reputation