brand identity thesis

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Master's thesis: 'Corporate design strategy and branding: The role of design management in developing the corporate identity'

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PurposeOne of the most important issues that arises in brand mergers is the choice of a name and logo for the new entity. The purpose of this research is to investigate reactions to the various name and logo redeployment alternatives available in the context of a merger. Design/methodology/approach This study develops a typology of the alternative visual identity structures that may be assumed in the context of a brand merger by drawing on literature review and secondary data, as well as an exploratory study (n = 467) analysing consumers’ preferences regarding the alternative brand identity strategies. Findings – Results suggest that there is a clear preference for figurative brand logos. Furthermore, we found evidence that the brand logo may play a role as important as the name in a merger, ensuring consumers that there will be a connection with the brand’s past. Another interesting finding was that the choice of the logo reflects consumers’ aesthetic responses, whereas the choice ...

European Journal of Marketing

Nađa Lutvikadić

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

Published: 01 April 2005
Volume 12 , pages 264–278, ( 2005 )

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Shiva Nandan 1

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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.

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Multiple Meanings? A Mutual Knowledge Perspective on Brand Co-creation

Marketing Communications and Brand Development: An Introduction

A Theoretical Framework for Establishing and Managing Mutual Brand Knowledge

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Department of Business, Missouri Western State College, 4525 Downs Drive, St Joseph, 64507, MO, USA

Shiva Nandan

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Nandan, S. An exploration of the brand identity–brand image linkage: A communications perspective. J Brand Manag 12 , 264–278 (2005). https://doi.org/10.1057/palgrave.bm.2540222

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Revised : 03 December 2004

Published : 01 April 2005

Issue Date : 01 April 2005

DOI : https://doi.org/10.1057/palgrave.bm.2540222

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The purpose of this thesis is to study how visual branding affects consumer behavior and purchasing decisions, and how efficient it can be as a marketing tool. ... Brand identity promotes ...
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ing a website, presentation template and business card. As visual identity and brand asso-ciations are created with a unified look and feel, brand consistency would be maintained, which was the ultimate objective of this project-based thesis. As the brand story and brand tone of voice were listed outside the scope of this thesis, it is
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tween brand identity, brand equity, brand image and positioning will also be covered in this research. The empirical study of this thesis was conducted by qualitative research method, in which the questionnaire was arranged and based on theoretical background that related to brand identi-ty and together with storytelling.
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Social identity theory served as a useful lens for this research on corporate rebranding. l identity;the foundation of the study was based upon the idea that being a lo. would make it part of the consumer's social identity (Tafjel & Turner, 1979). ctical ImplicationsResearch on rebranding and the impact t.
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An Abstract of the Thesis of Kate Rohrich for the degree of Bachelor of Arts In the School of Journalism and Communication to be taken June 2016 Title: An Exploration of Brand Identities: Understandin ds and The Importance of Adaptation Brands provide a sense of identity for people, products, and companies.
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about brand identity and the internal organisational practices in an organisation. First, having an appropriate brand name, a distinctive concept, an engaging leader's personality, a 'do it ... in this thesis. The framework focused on the process of building brand identity and an internal culture and can be applied to food and beverage outlets ...
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Microsoft Word - Thesis - Draft 2.0. "Brands are People, Too!". The Role of Brand Identity, Narrative and Personality in Modern Marketing. by. Leo Sussan. to. the Haverford College Department of Psychology. in Partial Fulfillment of the Requirements. for the Degree of Bachelor of Science.
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The concepts of top-down brand identity models do not work very well in today's interconnected world. With that in mind, this thesis looks at a bottom -up approach to the brand identity model. It aims to bring further attention to the impact that brand communities have on brand identity.
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This thesis focused on discussing the definition of visual branding and how to de-sign a visual identity. The main objectives of this thesis are to emphasise the im-portance of visual branding, and as a final result, a brand visual identity is de-signed for the case company - Plannr.eu.
(PDF) Master's thesis: 'Corporate design strategy and branding: The
This thesis is an investigation into understanding the role of design and designers, when branding in social media. ... analysing consumers' preferences regarding the alternative brand identity strategies. Findings - Results suggest that there is a clear preference for figurative brand logos. Furthermore, we found evidence that the brand ...
Ethnic brand identity work: Responding to authenticity tensions through
Brand identity literature holds that authenticity is a fundamental element of reinforcing a brand's identity (Alexander, 2009; Beverland, Lindgreen, & Vink, 2008; Lu, Perry, Moore, & Warnaby, 2015), which grows in importance as Millenials value it more than ever and are more demanding of marketers (Licsandru & Cui, 2019). One insight from our ...
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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 ...
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The goal of the master's thesis is to find out how czech brand consultants define the brand identity. In the master's thesis there is a comparison of the most frequently used elements in the theoretical models and brand bibles of foreign companies with approaches of czech consultants. Theoretical models and brand bibles have been analyzed by ...
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is a name, design, symbol or major feature that helps to identify one. or more products or services from a business or organization. e. reason for branding being powerful is that the moment a ...