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The Brand Identity: A Strategic Shift for Success

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Author Info

  • Victor Danciu

    ()
    (Bucharest Academy of Economic Studies, Romania)

Abstract

The 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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File URL: http://www.rejournal.eu/sites/rejournal.versatech.ro/files/articole/2010-06-01/2124/je36-danciu.pdf
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Bibliographic Info

Article 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)
Pages: 3-13

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Handle: RePEc:rej:journl:v:13:y:2010:i:36:p:3-13

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Related research

Keywords: brand; branding; brand identity; brand name; Apple identity;

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Cited by:
  1. Arjoca Diana & Belu Mihaela Gabriela, 2012. "Investments In The Real Estate Sector. A Case Study On Central Eastern Europe," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 90-95, July.

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