Chapter 5 - identity approach Flashcards
identity appraoch
= products, design and communication should express one unified identity, involves whole organization
identity perspective
- visual identity: about appearance and behaviour –> communication should uphold consistent visual expression while ensuring brand remains fashionable
- behavioural identity: consumers base consumption decisions on their perceptions of company personality
assumptions of identity approach
I. main mechanisms = 4Ps
II. consumers attribute identity characteristics to companies and that people form images of companies based on the total experience of company –> corporation and employees = center of brand equity creation
III. all marketing and communication activities should be integrated, aligned and elevated from a product-focused and tactical level to a strategic, corporate level
brand consumer-exchange
= expanded to focus on all potential stakeholders (not only consumers)
Internal elements:
1. corporate identity perspective
2. organizational identity
external elements:
3. image
4. reputation
corporate identity
=assembly of visual, physical and behavioural cues representing the company, making it immediately recognizable to consumers and other stakeholders
contributes to brand identity:
- ensures input from strategic management is in line with creation and management of product
- ensures that brand identity is represented visually, encompassing all visual representations of brand identity
organizational identity
= refers to behavioural and cultural aspects of brand identity
- provides cognitive and emotional foundation on which organizational members build attachment
- sets scene for how employees create meaningful relationships with ogranization
- reseller brand identification: bringing brand to life outside
corporate image
= measures brand impact among brand receivers
- aim is to project one coherent image to all stakeholders, ensuring consistent perception of brand image
reputation
= how to create and manage corporate image
- build and formed over longer period of time
- corporate reputation can reveal standards that govern organizational behaviour
- importance of PR and good relations
brand identity core theory
2 frameworks:
- VCI
- AC4ID
VCI model
= vision culture image model, theoretical construct and managerial model for how to align sources of identity and perception of identity
development of corporate brand toolkit:
- strategic vision: central idea behind what company does
- organizational culture: internal values and believes
- stakeholders’ image: external perception of company
AC4ID framework
= focuses on (7) identity types present in company and how these should be managed in order to ensure alignment
1. actual: identity, organizational behaviour, everyday reality
2. communicated: brand identity expressed through all sources of communication
3. conceived: image/reputation of corporation
4. covenanted: explicit set of promises and relationships associated with brand identity
5. cultural: collective feeling employees have in relation to corporate brand
6. ideal: optimum positioning of organization
7. desired: strategic vision
methods and data of identity approach
- internal elements: corporate identity = historical sources and semi.structures interviews, storytelling and heuristic analysis ; organizational identity = various research traditions –> best studies qualitatively
- external elements: survey and methods from cognitive and social psychology
managerial implication for identity approach
–> most companies fail at getting organizational identity right and aligned with 3 sources of brand identity (corporate identity, image, reputation)
fail at:
- aligning vision and culture in practice
- detecting identity gaps
- aligning identity gaps (5 cyclical steps: stating vision and identity, organizing, involving, integrating, monitoring)
- challenges of building brand identity
- ‘living the brand’
- visual expression of the brand identity (logo)
