Brand Management: Research, theory and practice

Summary

The primary task of the brand manager in the brand identity approach is to ensure
that consumers and stakeholders experience a strong and coherent brand identity
through all contacts with it. In order to achieve this, it is essential that the identity
types or the theoretical building blocks of organizational identity, corporate
identity, image and reputation, are aligned. This requires a multidimensional
approach where the detection and alignment can take place across all functions
and subcultures in the organization. After careful analysis of identity gaps the
brand identity can be developed and enhanced through a process of cyclical steps.
In this process, the brand identity is stated, more information about identity types
is gathered and core values are articulated. Secondly the brand identity is
organized – how can the stated brand identity be implemented to kick in all
identity types? The third process ensures that all stakeholders are involved in the
creation and implementation of brand identity through dispersing information and
brand identity-building activities. The final process integrates all the identity types
in one coherent brand identity.

Run campaigns internally before Don’t fail to communicate and

they are run externally activate to ensure real life

experiences internally before brand

activities are initiated externally

The identity approach 77

Theory

Managerial

implications

Assumptions

Methods and data

Figure 5.10Managerial implications of the identity approach