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Towards an identity-based branding
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DOI：10.1177/1470593108100065.png)
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While it is recognized that brands can play a pivotal role in a company's value generation, the levers which determine success have been far more difficult to identify. One of the reasons for this is that a large body of research still focuses on establishing a rather narrow definition of the brand as being only a communication vehicle. In this paper we develop a two dimensional approach towards brands: first, the brand as perceived by actual and potential buyers, i.e. the 'outside-in perspective' based on the image of a brand; second, the brand as constructed and managed by the owner/manager of the brand, i.e. 'the inside-out perspective' based on the identity of a brand.
Keyword:
brand identity
brand image
brand management
brand strategy
inside-out
outside-in
value creation
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