Brand Management: Research, theory and practice

Summary

The methods used and the data collected in the identity approach vary depending
on which of the four supporting themes is the subject to be studied. Data about
corporate identity are collected with the use of heuristic methods. The aim is to
study the historical and current strategic development and visual expression of
brand identity. When researching organizational identity, the methods draw on
inspiration from anthropology and cultural studies, where participation,
immersion and extensive fieldwork are a prerequisite for gaining the deep and rich
insights necessary to understand the underlying drivers of the cultural manifesta-
tions. Image is best studied by using a combination of qualitative methods for the
explorative phase, supplemented by a quantitative phase making the results
managerially useful. The methods originate from cognitive and social psychology
and the focus is on consumer/stakeholder perception, cognition and attitudes
formed in the process of continuous evaluation of brand image and reputation.

Managerial implications

A strong brand identity can be the source of competitive and financial strength.
However, building and managing brand identity is a complex and difficult
management task. Research and management of the four supporting themes
adding up to brand identity require very diverse data collection methods and a
variety of skills and processes to implement in practice, because they respond to
very different constituencies. This underpins the need for a carefully planned
strategy and sensitive approach when managing brand identity.

70 Seven brand approaches

Theory

Methods and data

Assumptions

Managerial implications

Figure 5.8Methods and data of the identity approach