Brand Management: Research, theory and practice

combining all components in figure 5.4 you will have a clear picture of the
components of brand identity.
After having gained a sound understanding of the elements that comprise the
brand identity construct, the next section will elaborate on how these elements, in
interplay, can be managed to construct and enhance brand identity. ‘Alignment’ is
the key word if the management of all four elements is to result in a unified
communication of a coherent brand identity to all shareholders.

Aligning brand identity

This section will explain how the elements of brand identity (corporate identity, orga-
nizational identity, image and reputation) in interplay form brand identity through
proper alignment. It offers an introduction to two key theoretical frameworks used to
manage and align the elements influencing brand identity. The two frameworks
selected and described here have been chosen because they express the key concern
that most recent frameworks for the management of brand identity have in common,

External elements

Internal elements

Supporting theme:

Reputation

Supporting theme:

Image

Supporting theme:

Organizational

Identity

Supporting theme:

Corporate

Identity

Core theme:

Brand Identity

Figure 5.4Brand identity: the core theme and alignment frameworks of the identity
approach

Table 5.2The internal and external supporting themes adding up to brand identity

Internal Corporate Identity Organizational Identity

• Visual expression of brand identity • Behavioural aspects of brand identity


• Strategic vision of brand identity • Organizational culture


• Top management • Employees

External Image Reputation

• Short-term • Long-term evaluation of brand


• Mosaic of stakeholder associations identity


• Exists entirely in the minds of • Stakeholder evaluations of brand
  stakeholders actions
  
  
  • Key tools: PR and personal relations
  
  
  
  

60 Seven brand approaches