The Brand Identity: A Strategic Shift for Success
AbstractThe strong identity is a key condition for the real success of a brand strategy. The identity reflects the inner value of the brand and describes its potential success. In order to maximize this value a brand identity should include and develop all dimensions of its complex structure. The product, the organizational, the personality and the symbolic dimension of the brand identity could develop a great capability for many associations that could be made to the brand. Apple is a brand that has a distinct and clear identity. All four dimensions of a good brand identity could be identified in the Apple case. This provides a high level of quality, performance and value that are able to win the customer’s respect and loyalty.
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Bibliographic InfoArticle provided by Department of International Business and Economics from the Academy of Economic Studies Bucharest in its journal Romanian Economic Journal.
Volume (Year): 13 (2010)
Issue (Month): 36 (June)
brand; branding; brand identity; brand name; Apple identity;
Find related papers by JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
- M37 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Advertising
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