Journal of Brand Management

, Volume 12, Issue 4, pp 264–278 | Cite as

An exploration of the brand identity–brand image linkage: A communications perspective

Paper

Abstract

This paper discusses the concepts of brand identity and brand image from a communications perspective. Brand identity originates from the company, ie a company is responsible for creating a differentiated product with unique features. Brand image refers to consumer perceptions and encompasses a set of beliefs that consumers have about the brand. Brand identity and brand image are related but distinct concepts. Both are essential ingredients of strong brands. A firm can enhance brand loyalty by ensuring that there is congruence between brand identity and brand image. Key changes taking place in today's communications environment have been identified and suggestions are offered on how to strengthen the identity–image linkage.

Keywords

brand valuation equity electronic management e-branding e-tailing management international Internet marketing measurement personality consumers advertising fast moving consumer goods FMCG brand-building strategy 

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Copyright information

© Palgrave Macmillan 2005

Authors and Affiliations

  1. 1.Department of BusinessMissouri Western State CollegeUSA

Personalised recommendations