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The Brand Identity: A Strategic Shift for Success

Author

Listed:
  • 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.

Suggested Citation

  • Victor Danciu, 2010. "The Brand Identity: A Strategic Shift for Success," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 13(36), pages 3-13, June.
  • Handle: RePEc:rej:journl:v:13:y:2010:i:36:p:3-13
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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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    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.

    More about this item

    Keywords

    brand; branding; brand identity; brand name; Apple identity;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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