Identification and measurement of brand identity and image gap: a quantitative approach

2014 ◽  
Vol 23 (3) ◽  
pp. 207-219 ◽  
Author(s):  
Dilip Roy ◽  
Saikat Banerjee
Keyword(s):  
Brand Image ◽  
Focal Point ◽  
Basic Research ◽  
Quantitative Approach ◽  
Brand Identity ◽  
Quantitative Methodology ◽  
Image Perception ◽  
Content Type ◽  
Brand Knowledge ◽  
Brand Knowledge Structure

Purpose – This paper aims to offer a quantitative methodology to identify and measure the gap between the communicated brand identity and perceived brand image by channel members and the consumers. Brand marketers communicate with their target consumers to make them aware of brand identity and communicate the same way to the channel members directly. Channel members, in turn, convey the same to the end-users. Thus, a proper alignment of these three crucial nodes, namely, brand marketers, channel members and consumers, is inevitable for the efficient transfer of brand identity. However, in reality, not all are successful to synchronize communicated brand identity and image perception. So, the identification and measurement of identity-image gap is essential. Design/methodology/approach – Based on the literature review, the authors propose a conceptual model for the study and generate the basic research questions. In this study, Kapferer’s brand identity prism has been taken as the focal point of study to measure brand identity. So far as the vector measure is concerned, a p-dimensional setup is present, each dimension representing each facet of Kapferer’s brand identity prism. Now, given these sets of observations, the authors introduce for each set, a multivariate distributional setup to represent the underlying population behavior. Findings – In this study, a theoretical framework is proposed to identify and measure brand identity and image consistency. To minimize the problem associated with subjective decisions, an objective procedure has been proposed to measure the brand knowledge structure of company personnel, consumers and channel members about the considered brands. The results of this study show that brand knowledge consistency is missing among marketers, consumers and channel members for considered brands. The proposed methodology may help marketers to measure the identity-image gap in a more objective manner with pinpoint accuracy by adopting a quantitative approach. Practical implications – The proposed methodology may help marketers to measure the identity-image gap in a more objective manner with pinpoint accuracy by adopting a quantitative approach. Once a gap is identified, it will be easy for marketers to adopt possible measures to bridge the gap. This helps brand marketers to understand the branding process more objectively. Originality/value – To the best of the authors' knowledge, there is a lack of concrete quantitative approach, attempting to discuss the methodology to measure the gap between brand identity facets and brand image. In this backdrop, this might be the first paper offering a quantitative methodology to identify and measure the gap between the communicated brand identity and perceived brand image by channel members and the consumers.

Generic medicine brand knowledge structure, relationships and purchase

2020 ◽  
Vol 14 (4) ◽  
pp. 493-512
Author(s):  
Helen Inseng Duh ◽  
Chuma Diniso
Keyword(s):  
Young Adults ◽  
South African ◽  
Knowledge Structure ◽  
Generic Medicine ◽  
Brand Awareness ◽  
Generic Medicines ◽  
Content Type ◽  
Brand Knowledge ◽  
Brand Satisfaction ◽  
Brand Knowledge Structure

Purpose Cheaper generic anti-retroviral medicines are encouraged and often prescribed in South Africa for HIV/AIDS treatment. However, the medicines’ acceptance rate is relatively low. This has been attributed to inadequate brand knowledge of the bioequivalence of generic medicines. Studies have examined how brand knowledge structure lead to purchase. The contributions of brand relationship builders (i.e. trust and satisfaction), which are indicators of sustainable purchase, are rarely considered. This study aims to adapt Esch, Langner, Schmitt and Geus’ (2006) brand knowledge structure and relationship model to examine the impact of South African young adults’ brand knowledge structure (brand awareness, brand image and brand beliefs) and trust on brand satisfaction and purchase. Design/methodology/approach Cross-sectional data was quantitatively collected from 207 young adults through self-administered, paper-based questionnaires. Data was analysed with structural equation modelling. Findings Brand awareness, image, trust and belief in efficacy positively influenced purchase. All these factors, except brand awareness, positively led to satisfaction. The tested adapted model explained 53.0 and 58.5% variances of purchase and brand satisfaction, respectively. Practical implications Considering how much brand knowledge structure and trust explained purchase and satisfaction from the tested model, South African government, pharmaceutical marketers and consumer interest groups should educate young adults about the bioequivalence, safety and efficacy of generic medicines. With greater knowledge of these qualities, satisfaction is gained from purchase decision. Originality/value Instead of the usual examination of demographic differences in generic medicine beliefs and perception, this study contributes by revealing brand-related drivers of purchase and satisfaction.

What to do when your brand gets kidnapped by Narcos: the case of Buchanan’s whisky

2019 ◽  
Vol 9 (3) ◽  
pp. 1-18
Author(s):  
Nicolas Kervyn ◽  
Judith Cavazos Arroyo ◽  
Fernando Rey Castillo Villar ◽  
Rosa Andrea Gomez Zuñiga
Keyword(s):  
Learning Outcomes ◽  
Portfolio Management ◽  
Consumer Culture ◽  
Brand Management ◽  
Brand Image ◽  
Brand Identity ◽  
Brand Strategy ◽  
Content Type ◽  
Academic Level ◽  
The Difference

Learning outcomes Learning outcomes are as follows: understanding the difference between brand identity and brand image; applying various segmentation tools; understanding the appeal of the aspirational brand and its consequence on private and public consumption; exploring the strategic options available to a brand facing a brand appropriation; exploring the pros and cons of opposing a brand appropriation; and developing a plan for the implementation of this strategy. Case overview/synopsis This case will help students understand the difference between the brand identity that the brand owners intend and the brand image that consumers actually perceive. Complexity academic level This case is designed to be used in marketing management, brand strategy or consumer culture course. Specifically, the case is designed for college seniors or master students with basic strategic marketing training. It should provide the basis of discussions on the topics of brand management, consumer culture, brand portfolio management, international marketing, repositioning strategy, brand architecture, brand equity, brand assets, brand appropriation and consumer relationships with brands. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 8: Marketing

scholarly journals Analysis of Brazilian fashion sectorial brand identity

2018 ◽  
Vol 22 (3) ◽  
pp. 291-314 ◽  
Author(s):  
Marina Toledo de Arruda Lourenção ◽  
Janaina de Moura Engracia Giraldi ◽  
Vish Maheshwari
Keyword(s):  
Qualitative Research ◽  
Design Methodology ◽  
Brand Image ◽  
Brand Identity ◽  
Fashion Industry ◽  
External Market ◽  
Content Type ◽  
Great Divergence ◽  
Depth Interviews ◽  
Practical Implications

Purpose The purpose of the present study is to propose identifying similar characteristics and managerial actions of the sector brand identity elements among the associations that compound the Brasil Fashion System (BFS) brand. Design/methodology/approach An exploratory qualitative research was developed through in-depth interviews conducted with associations of the Brazilian fashion sector. Findings The results indicate that there are characteristics of the elements of brand identity that are similar between the associations that compound the BFS brand. However, there are also several distinct characteristics among them, which makes it difficult, in large part, to consolidate the brand identity of the Brazilian fashion industry abroad. Research limitations/implications Moreover, it was indicated that for sectorial brand cases with a great divergence among brand partners, the creation of sub-sectorial brand specific for each partner could bring better results, as in this way, brands could be created with more suitable attributes for each partner, which will better suit their target audiences. Practical implications A practical contribution is also obtained, as the study can help in elaborating upon improvements for the sectorial brands that represent a large partners group. Originality/value An empirical evidence of how to identify common attributes between sectorial brand partners was presented to have a consolidated brand image in the external market.

scholarly journals Effect of Brand Identity and Brand Image On Customer Loyalty Case Study In Daihatsu Car Consumer

2020 ◽  
Vol 1 (1) ◽  
Author(s):  
Catur Rachmad Susetyo ◽  
Sengguruh Nilowardono ◽  
Ani Wulandari
Keyword(s):  
Data Collection ◽  
Customer Loyalty ◽  
Analytical Method ◽  
Brand Image ◽  
Quantitative Approach ◽  
Brand Identity ◽  
Purposive Sampling ◽  
Sampling Approach

Daihatsu Motor Co., Ltd. is the oldest Japanese car company known for its small car products or more agreed. The number of Daihatsu car consumers is quite a lot, in making purchases. This study aims to analyze the effect of brand identity and brand image on customer loyalty. This type of research uses a quantitative approach. Data collection uses interviews, observation, and questionnaire distribution. Using the nonprobability method with a purposive sampling approach. The population of this research is Daihatsu car consumers with a sample of 60 respondents. The analytical method used is SPSS v.20. Based on the results of this study concluded that brand identity and brand image have a significant effect on customer loyalty.

Co-creating consistent brand identity with employees in the hotel industry

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sung-Yun (Ashley) Chung ◽  
John Byrom
Keyword(s):  
Employee Participation ◽  
Brand Identity ◽  
Case Study Approach ◽  
Content Type ◽  
Creation Process ◽  
Brand Knowledge ◽  
Study Approach ◽  
Emotional Bonds ◽  
Identity Elements

Purpose This paper aims to investigate how brand identity is co-created, with a specific focus on how employees contributed to the process in a five-star hotel setting. The focus of this study is on understanding how two hotels planned and executed their brand identity strategy simultaneously, differentiating one from the other and how employees actively participated in this process. Design/methodology/approach A longitudinal case study approach was adopted, centred on building the identity of two luxury hotels owned by a single company in Seoul, Korea. Various organizational documents were collected and analyzed to understand the brand identity of the hotels and how brand co-creation has been implemented. In addition, semi-structured in-depth interviews were conducted with 42 employees to understand the brand co-creation process from their perspective. Findings The brand co-creation process of the hotels was conducted simultaneously and evolved over the following four phases, with employees’ roles varying in each phase, namely, establishing a clear brand identity strategy; designing and selecting sensory identity; aligning organizational identity; and delivering brand identity through external communication. Employees that participated in brand co-creation enhanced their brand knowledge, developed emotional bonds with the brand and were motivated to deliver the brand identity. Furthermore, those that immersed themselves in the new brand identities were able to enable positive guest perceptions towards the brand image, which consequently enhanced employees’ pride in their work. Research limitations/implications This research advances the brand management literature in defining branding and brand identity elements, as well as emphasizing the importance of consistent branding. In addition, the current study expands the scope of internal branding, highlighting the process of brand co-creation and the role of employees as active participants. Moreover, it reveals that employees’ participation enhances not only their brand knowledge but also their emotional bonds with the brand. The proposed conceptual framework demonstrates the flow of branding elements, brand identity elements and the “infinite loop” of employee participation in brand co-creation. Originality/value The case study approach adopted here enables an in-depth investigation of employee participation in brand co-creation, including their different roles and activities in the process; a phenomenon that has not been adequately explored in previous research.

Developing an Athlete Brand Identity Scale using Rasch analysis

2020 ◽  
Vol 10 (4) ◽  
pp. 431-449
Author(s):  
Annika Linsner ◽  
Brad Hill ◽  
Kirstin Hallmann ◽  
Popi Sotiriadou
Keyword(s):  
Rasch Analysis ◽  
Brand Management ◽  
Brand Image ◽  
Early Career ◽  
Brand Identity ◽  
Measurement Properties ◽  
Content Type ◽  
Self Image ◽  
Consumer Perspectives ◽  
Different Response

PurposeThis study identifies important dimensions of the athlete brand identity construct incorporating the athlete perspective. It also uses Rasch analysis to provide a practical tool (the Athlete Brand Identity Scale) to measure how closely an athlete's personal brand identity is aligned with their perceived brand image.Design/methodology/approachReference to existing athlete branding measurement tools and consultation with ten athlete experts generated (74) items considered important to an athlete brand. Two different response scales were then used to test those items in wider surveys of athletes and consumers. This allowed for further scale development and measurement of congruence between an athlete's self-image and the brand image held by consumers (within the same survey). Factor analysis and Rasch analysis were carried out to refine the item pool and assess item measurement properties to establish a concise scale for determining athlete brand identity.FindingsResults show successful identification of four dimensions of athlete brand identity measurement: athletic integrity, athletic success, fan engagement and character traits, informed development of the Athlete Brand Identity Scale (ABIdS). The unique and significant aspect of the ABIdS is its capacity to incorporate the athlete's perspective into brand management.Practical implicationsThe ABIdS can be utilised by early-career athletes to plan and prioritise branding efforts whilst established athletes can identify incongruence between self-image and consumer perceptions. Such gaps can be evaluated and branding activities modified accordingly. This will enable athletes to better access corporate support/sponsorship thereby reducing reliance on public funds.Originality/valueThe major difference between the ABIdS and other existing scales in the athlete brand research domain is the focus on the athlete perspective, as opposed to the consumer perspectives. Evaluating consumer perspectives does not explain how athletes perceive their own brand or how their own perception of their brand compares to that of people external to the brand (fans and consumers). The ABIdS developed in this study has the potential to achieve this objective as its design was driven by athlete perceptions but tested on both athletes and consumers.

Brand identity fit in co-branding

2014 ◽  
Vol 48 (7/8) ◽  
pp. 1239-1254 ◽  
Author(s):  
Na Xiao ◽  
Seung Hwan (Mark) Lee
Keyword(s):  
Brand Image ◽  
Product Category ◽  
Underlying Mechanism ◽  
Brand Identity ◽  
Content Type ◽  
Image Fit ◽  
Biased Assimilation ◽  
The Relationship ◽  
Practical Implications

Purpose – This paper aims to introduce brand identity (BI) fit as an important factor that influences co-branding success. Based on motivated reasoning theory, the authors propose consumer-brand (C-B) identification moderates the effect of BI fit on co-branding attitudes. In addition, they investigate the role of consumer coping and perceived BI fit on consumers’ attitude toward co-branding. Design/methodology/approach – Two experiments were conducted to test the research hypotheses. Findings – Study 1 results reveal that when C-B identification is low, consumers’ co-branding evaluations and the loyalty of the focal brand are higher in the low BI fit condition than those in the high BI fit condition. When C-B identification is high, such effects are not observed. Study 2 results reveal that when the BI fit is low, decoupling is more effective than biased assimilation at defending the positive evaluations of the focal brand. Research limitations/implications – First, while the authors focus particularly on BI fit, it may be fruitful for marketers to combine BI fit with other types of fit such as functional dimension fit and product category fit. For example, while the results suggest marketers should co-brand with low BI fit pairs when targeting at low C-B identification consumers, this recommendation should be taken in conjunction with how consumers respond to other co-branding fit strategies. Second, the authors encourage future researchers to explore deeper into the consumer coping in other contexts. As these elements are critical to consumers’ attitudes, it will be beneficial to see how decoupling or biased assimilation strategies differ in other co-branding fit contexts. Practical implications – The authors advise marketers to consider both the level of BI fit and the level of C-B identification when looking for a co-brand partner. When targeting low C-B identification consumers, it is better for marketers to find a co-branding partner with a low BI fit than high BI fit. This is a counterintuitive finding given that higher fit (e.g. product category fit and brand image fit) is often associated with positive evaluations. For high C-B identification consumers, BI fit does not adversely affect consumer attitudes (and loyalty). Thus, these consumers are safer targets for marketers in terms of maintaining attitudes. Second, the authors find that when perceived BI fit is low, decoupling strategy is more effective than biased assimilation strategy at defending the positive evaluations of the focal brand. However, when perceived BI fit is high, the two coping strategies have little difference in influencing co-branding attitudes. Thus, the authors advise marketers to encourage their consumers to cope using a decoupling strategy to garner higher attitudes. Originality/value – The authors introduce BI fit as an important abstract dimension of brand image fit when facing co-branding decisions. Overall, our results demonstrate C-B identification moderates the effects of BI fit on co-branding attitudes. Counter-intuitively, the results suggest that low BI fit co-branding can also generate higher attitudes depending on consumers’ level of brand identification. Moreover, marketers must also be wary of how consumers cope with co-branding, as coping explains the underlying mechanism of how consumers deal with high or low perceived BI fit. Specifically, our findings suggest that consumer coping moderates the relationship between perceived BI fit and co-branding attitudes.

Branding effectiveness measurement in non-profit environment

2019 ◽  
Vol 16 (1) ◽  
pp. 4-22 ◽  
Author(s):  
Ebha Garg ◽  
Sanjeev Swami ◽  
Sunita Kumari Malhotra
Keyword(s):  
Social Impact ◽  
Brand Image ◽  
Hierarchical Structures ◽  
Brand Identity ◽  
Performance Parameters ◽  
Brand Performance ◽  
Content Type ◽  
Non Profit ◽  
Effectiveness Measurement ◽  
Resource Generation

Purpose Literature suggests that branding effectiveness measures are present in for-profit sectors but lacks such comprehensive measures for the non-profit sector. Moreover, most of the branding effectiveness measures are either based on brand image approach or on brand identity approach. The purpose of this paper is, therefore, to propose an integrated branding effectiveness measurement metrics for non-profit organizations (NPOs). Design/methodology/approach Judgmental and simple random sampling techniques are used for data collection. The final sample comprises 150 respondents including donors, volunteers, beneficiaries and media who were administered interview schedules. Based on the ratings given by the respondents regarding branding effectiveness parameters of the five NPOs of a major city in Northern India, branding effectiveness score of each NPO is computed. The branding measures adopted by NPOs rated high are selected in the proposed brand effectiveness metrics. Findings The proposed metrics encapsulates brand identity parameters such as management profile, vision, culture, as well as brand image parameters such as brand awareness, brand understanding, brand association of the stakeholders, etc. The metrics also link the two through brand performance parameters. Research limitations/implications Multiple hierarchical structures of government infested with bureaucracy and lack of specialized staff with focused approach have reduced the effectiveness of their socio-development programs in emerging economies. This has led to an increase in number, diversity and impact of NPOs that compete for resource generation. Branding is a powerful tool for NPOs not only for resource generation but also for driving the social goals. The branding effectiveness metrics would help NPO managers reinforce the internal identity by increasing the cohesion and the capacity of the organization as well as create a strong brand image by garnering the support of multiple stakeholders through mutual trust thereby creating a greater social impact. Originality/value The uniqueness of the study stems from the fact that the proposed branding effectiveness measurement metrics in non-profit environment encapsulates brand image, brand identity and brand performance parameters.

Online branding strategy for wine tourism competitiveness

2019 ◽  
Vol 31 (2) ◽  
pp. 130-150 ◽  
Author(s):  
Paola Scorrano ◽  
Monica Fait ◽  
Amedeo Maizza ◽  
Demetris Vrontis
Keyword(s):  
Brand Image ◽  
Single Case ◽  
Three Dimensions ◽  
Brand Identity ◽  
Tourism Destination ◽  
Content Type ◽  
Wine Tourism ◽  
Napa Valley ◽  
Flow Of Information ◽  
The Web

Purpose The link between wine and tourism is increasingly important for the competitive advantage of the territory and its productions, and it must be adequately communicated, in particular, online. Therefore, monitoring the level of convergence between online brand identity and online brand image is increasingly important to implement an efficient strategy of recall of a territory. This paper thus aims to propose an operative framework – assessing Web convergence (AWC) – designed to detect and analyse the online brand image and compare it with online brand identity. Design/methodology/approach The AWC framework is designed to extract information from the Web, process it through text-mining techniques – cluster analysis – and interpret it from three perspectives – functional, holistic and sensitive. The operative framework was applied to Napa Valley because it is the most frequently cited wine destination on the top 100 travel blogs. Findings The empirical application shows that the proposed logical framework can yield important reflections even in cases such as Napa Valley’s, a destination that already enjoys strong notoriety. In spite of the apparent qualitative homogeneity of the topics discussed, observation of their composition in terms of the three dimensions revealed the existence of a gap on some topics identified between what is communicated by the wine tourism destination and what is perceived and in turn communicated by bloggers. Research limitations/implications The limitation of the research is represented by the application of the operative process to a single case study (Napa Valley). The contribution given to managerial studies is the ability of the framework to provide an operative vision of the importance of knowing the blogger’s perception of the brand identity communicated by the company. Testing the framework in other contexts will confirm that the protocol is generalisable. Practical implications The identification of the themes that characterise brand identity and brand image in the Web provides a flow of information that, if interpreted according to the functional, holistic and sensitive perspective, transforms the themes into useful knowledge for decisional purposes. Originality/value The managerial literature has highlighted, as in today’s communication environment, a strong brand can be created and maintained by strengthening the linkage between identity and image. The proposed framework may be considered an important protocol because it allows a tourism destination to increase the flow of information on which to build or strengthen the brand identity by aligning with the brand image. This could be particularly useful for smaller and less-popular destinations.

scholarly journals Combining online market research methods for investigating brand alignment: the case of Nespresso

2021 ◽  
Vol 123 (13) ◽  
pp. 37-58
Author(s):  
Silvia Ranfagni ◽  
Monica Faraoni ◽  
Lamberto Zollo ◽  
Virginia Vannucci
Keyword(s):  
Text Mining ◽  
Brand Image ◽  
Brand Identity ◽  
Research Approach ◽  
Brand Associations ◽  
Brand Communication ◽  
Content Type ◽  
Beverage Industry ◽  
Online Brand Communities ◽  
Digital Environments

PurposeThe purpose of this paper is to propose a research approach to investigate brand alignment by exploiting textual data from online brand communities in the coffee industry. Specifically, consumer brand associations from user-generated content (UGC) and company brand associations from firm-generated content (FGC) are explored to measure the alignment between brand identity and brand image. The selected context of research is the beverage industry wherein companies are called on to develop appropriate digital websites and brand communication strategies to enhance the consumers' brand experience.Design/methodology/approachThe authors introduce a research approach that integrates netnography with text mining analysis. Since brand associations were the basis of the study’s analysis, the authors focused on text mining procedures, providing data (co-occurrences) corresponding to brand associations that consumers perceive and that the company communicates. Data were used to develop the measurements of brand alignment.FindingsThe main findings of this research highlight the importance for both scholars and practitioners of determining brand alignment of beverage products in online communities. Knowing the alignment between the way a company communicates its brand identity and how this is perceived by consumers allows for effectively reviewing brand communication.Originality/valueAlthough the combined analysis of the alignment between brand image and brand identification has received attention in marketing literature, most scholars have neglected how to measure brand alignment. This is a need for many marketing managers in the coffee industry who are now moving in digital environments where the role of consumers is not that of receivers of brand communication but rather that of cocreators of brand value.

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