Abstract
Brand identity is one of the most exciting components of brand management, and it presents physical elements that consumers can recognise as they engage with a brand. This component moves beyond the brand philosophy, values and positioning, which can be deemed as abstract. The identity is real, and it has become an integral part of brand management. Brands spend a considerable amount of money to develop an identity for their brand to appeal to a diverse audience and make them stand out. Brand must maintain a positive identity. This investment by brands and consumers’ interest further highlight the value of brand identities. The brand owners know consumers want to identify a brand; the brand recognises the need to be different and still be recognisable. It is, however, essential to note that brand identity is more than just a logo, though the logo usually grabs the attention. This chapter presents a holistic insight into brand identity, presenting it as elements that can be experienced through five human senses.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Andrys, S. 2019. 36 great brand guidelines examples. Accessed 8 8, 2020. https://www.contentharmony.com/blog/great-brand-guidelines/.
Bajepade, G., Mogaji, E., Wayne, T., and Farinloye T. 2020. Architecture as Brand Identity. Available at https://www.researchgate.net/publication/350323574_Architecture_as_Brand_Identity/stats. Accessed 23/03/21.
Balmer, J.M. 2001. Corporate identity, corporate branding and corporate marketing: Seeing through the fog. European Journal of Marketing 35 (3/4): 248–291.
Balmer, J., and E. Gray. 2000. Corporate identity and corporate communications: Creating a competitive advantage. Industrial and Commercial Training 32 (7): 256–262.
Balmer, J., and S. Greyser. 2006. Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. European Journal of Marketing 40 (7/8): 730–741.
Barnett, M., J. Jermier, and B. Lafferty. 2006. Corporate reputation: The definitional landscape. Corporate Reputation Review 9 (1): 26–38.
Black, I., and C. Veloutsou. 2017. Working consumers: Co-creation of brand identity, consumer identity and brand community identity. Journal of Business Research 70: 416–429.
Bonenberg, W. 2014. Brand visual identity in architecture. In Universal access in human-computer interaction. Design for all and accessibility practice. UAHCI 2014. Lecture notes in computer science, ed. C. Stephanidis and M. Antona, vol. 8516, 143–152. Cham: Springer.
Childers, T., and J. Jass. 2002. All dressed up with something to say: Effects of typeface semantic associations on brand perceptions and consumer memory. Journal of Consumer Psychology 12 (2): 93–106.
Cisco. 2019. Interactive brand book. Accessed 8 8, 2020. https://www.cisco.com/c/m/en_us/about/brand-center/copyright-use/copyright-material-guidelines/interactive-brand-book.html#16.
da Silva, L., E. Mainardes., A. Teixeira., and L. JĂşnior. 2020. Brand orientation of nonprofit organizations and its relationship with the attitude toward charity and donation intention. International Review on Public and Nonprofit Marketinghttps://doi.org/10.1007/s12208-020-00251-6: 1-21.
Forbes. 2019. World’s Most Valuable Brands. Accessed 8 8, 2020. https://www.forbes.com/the-worlds-most-valuable-brands/#59ff5e53119c.
Foroudi, P., and B. Nguyen. 2019. Corporate design: What makes a favourable university logo? In Strategic brand management in higher education, ed. B. Nguyen, T. Melewar, and J. Hemsley-Brown. London: Routledge.
Foroudi, P., T.C. Melewar, and S. Gupta. 2017. Corporate logo: History, definition, and components. International Studies of Management & Organization 47 (2): 176–196.
Gallace, A., and C. Spence. 2009. The cognitive and neural correlates of tactile memory. Psychological Bulletin 135 (3): 380–390.
Grove, J. 2015. King’s College London drops rebrand plan. Retrieved October 15, 2017, from Times Higher Education: https://www.timeshighereducation.com/news/kings-college-london-dropsrebrand-plan/2018031.article.
Hardy, T. 2020. 10 rebranding failures and how much they cost. Accessed 8 8, 2020. https://www.canny-creative.com/10-rebranding-failures-how-much-they-cost/.
Henderson, P., and J. Cote. 1998. Guidelines for selecting or modifying logos. Journal of Marketing 62 (2): 14–30.
Hynes, N. 2009. Colour and meaning in corporate logos: An empirical study. Journal of Brand Management 16 (8): 545–555.
Jiang, Y., G. Gorn, M. Galli, and A. Chattopadhyay. 2015. Does your company have the right logo? How and why circular- and angular-logo shapes influence brand attribute judgments. Journal of Consumer Research 42 (5): 709–726.
Jin, C., M. Yoon, and J. Lee. 2019. The influence of brand color identity on brand association and loyalty. Journal of Product & Brand Management 28 (1): 50–62.
Kapferer, J. 2015. Strategic Brand Management. 5th ed. London: Kogan.
Kelly, M. 2017. Analysing the complex relationship between logo and brand. Place Branding and Public Diplomacy 13 (1): 18–33.
Kim, M., and J. Lim. 2019. A comprehensive review on logo literature: Research topics, findings, and future directions. Journal of Marketing Management 35 (13-14): 1291–1365.
Kirby, A., and A. Kent. 2010. Architecture as brand: Store design and brand identity. Journal of Product & Brand Management 19 (6): 432–439.
Koch, C., and R. Gyrd-Jones. 2019. Corporate brand positioning in complex industrial firms: Introducing a dynamic, process approach to positioning. Industrial Marketing Management 81: 40–53.
Krishnan, V., J. Kellaris, and T. Aurand. 2012. Sonic logos: Can sound influence willingness to pay? Journal of Product & Brand Management 21 (4): 275–284.
KĂĽhn, S., and J. Gallinat. 2013. Does taste matter? How anticipation of cola brands influences gustatory processing in the brain. PLoS One 8 (4): e61569.
Landor. 2020. Illimity | Case Study | Landor. Landor. https://landor.com/work/illimity.
Lieven, T., B. Grohmann, A. Herrmann, J. Landwehr, and M. van Tilburg. 2015. The effect of brand design on brand gender perceptions and brand preference. European Journal of Marketing 49 (1/2): 146–169.
Lindstrom, M. 2005. Broad sensory branding. Journal of Product & Brand Management 14 (2): 84–87.
Lischer, B. 2020. 7 popular types of brand names. Accessed 8 8, 2020. http://www.ignytebrands.com/7-popular-types-of-brand-names/.
Low, J., and K. Blois. 2002. The evolution of generic brands in industrial markets: The challenges to owners of brand equity. Industrial Marketing Management 31 (5): 385–392.
Luffarelli, J., A. Stamatogiannakis, and H. Yang. 2019. The visual asymmetry effect: An interplay of logo design and brand personality on brand equity. Journal of Marketing Research 56 (1): 9–103.
Marsden, J. 2019. Visualising corporate brands: Towards a framework of brandmark expression. Journal of Brand Strategy 7 (4): 377–388.
Melewar, T., and E. Jenkins. 2002. Defining the corporate identity construct. Corporate Reputation Review 5 (1): 76–90.
Melewar, T., and J. Saunders. 1998. Global corporate visual identity systems: Standardization, control and benefits. International Marketing Review 15 (4): 291–308.
Melewar, T., K. Bassett, and C. Simões. 2006. The role of communication and visual identity in modern organisations. Corporate Communications: An International Journal 11 (2): 138–147.
Mogaji, E. 2014. Print advertisement of iPhone by UK carriers. SSRN Electronic Journalhttps://ssrn.com/abstract=2536639.
———. 2018. “UK Universities’ Corporate Visual Identities (CVI).” Stirling, Scotland: Academy of Marketing Annual Conference Proceedings, 3rd -5th July, University of Stirling, Stirling, Scotland. https://ssrn.com/abstract=3255941.
———. 2019. Brand guideline. SSRN Electronic Journalhttps://doi.org/10.2139/ssrn.3316485.
Mogaji, E., F. Badejo, S. Charles, and J. Millisits. 2020. To build my career or build my brand? Exploring the prospects, challenges and opportunities for sportswomen as human brand. European Sport Management Quarterly: 1–19.
Mollerup, P. 1999. Marks of excellence. London: Phaidon.
Montague, A. 1986. Touching: The human significance of the skin. New York: Harper & Row.
Page, L. 2015. Google. Accessed 6 6, 2020. https://abc.xyz/.
Pratt, M., and A. Rafaeli. 1997. Organisational dress as a symbol of multilayered social identities. Academy of Management Journal 40 (4): 862–898.
Rawsthorn, A. 2010. Despite Changes, There’s Little to Love in 2012 Olympics Logo. Accessed 7 7, 2020. https://www.nytimes.com/2010/03/29/arts/design/29iht-Design29.html?_r=2&src=tp.
Rekom, J. 1997. Deriving an operational measure of corporate identity. European Journal of Marketing 31 (5-6): 410–422.
Rush, R. 2015. Loughborough University unveil new logo proposal. Retrieved October 15, 2017, from Loughborough Echo: http://www.loughboroughecho.net/news/local-news/loughborough-universityunveil-new-logo-9751617.
Rutter, R., J. Nadeau, U. Aagerup, and F. Lettice. 2019. The Olympic Games and associative sponsorship: Brand personality identity creation, communication and congruence. Internet Research 30 (1): 85–107.
Solomon, M. 1986. The art of typography: An introduction to typo-icon-ography. New York: Watson-Guptill.
Spence, C., and A. Gallace. 2011. Multisensory design: Reaching out to touch the consumer. Psychology & Marketing 28 (3): 267–308.
Thomas, V., and C. Saenger. 2017. Promoting or protecting my brand: The identity-expression and fear-of-imitation conflict. Journal of Consumer Marketing 34 (1): 66–73.
Van den Bosch, A., W. Elving, and M. de Jong. 2006. The impact of organisational characteristics on corporate visual identity. European Journal of Marketing 40 (7/8): 870–885.
Walsh, M., K. Winterich, and V. Mittal. 2011. How re-designing angular logos to be rounded shapes brand attitude: Consumer brand commitment and self-construal. Journal of Consumer Marketing 28 (6): 438–447.
Walsh, M., A. Cui, and D. MacInnis. 2019. How to successfully introduce logo redesigns. Journal of Brand Management 26 (4): 365–375.
Watch, I. 2015. Sychology the science of sensory marketing. Harvard Business Reviewhttps://hbr.org/2015/03/the-science-of-sensory-marketing.
Wayne, T., F. Farinloye, and E. Mogaji. 2020. Analysis of African Universities’ corporate visual identities. In Strategic Marketing of Higher Education in Africa, ed. E. Mogaji, F. Maringe, and R.E. Hinson. Abingdon Oxfordshire: Routledge.
Xu, X., R. Chen, and M. Liu. 2017. The effects of uppercase and lowercase wordmarks on brand perceptions. Marketing Letters 28 (3): 449–460.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
Copyright information
© 2021 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this chapter
Cite this chapter
Mogaji, E. (2021). Brand Identity. In: Brand Management. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-66119-9_5
Download citation
DOI: https://doi.org/10.1007/978-3-030-66119-9_5
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-030-66118-2
Online ISBN: 978-3-030-66119-9
eBook Packages: Business and ManagementBusiness and Management (R0)