Identity approach

Question 1

What is the identity approach?

Answer 1

Consumers base consumption decisions on their perceptions of company personality to a much greater extent than on a rational evaluation of product attribute functionality.

Question 2

Assumptions

Answer 2

1) 4Ps is the main mechanism behind the creation and management of brand equity.
2) Consumers attribute identity characteristics to companies and that people form images of companies based on the total experience (company & employees) of the company.
3) All marketing and communication activities should be integrated, aligned and elevated from a product-focused and tactical level to a strategic, corporate level.

Question 3

Corporate level branding

Answer 3

Alignment of all communication in one unified identity

Question 4

From product branding to corporate branding

Answer 4

Product branding has a too narrow, external, and detached perspective from the company behind the products. Corporate branding attempts to accommodate these weaknesses as it builds brands through a long-term strategy.

Question 5

Brand-consumer exchange

Answer 5

Focused on all potential stakeholders.

Question 6

Brand-consumer exchange framework

Answer 6

Internal:
1) Corporate identity
2) Organizational identity

External:
3) Image
4) Reputation

Question 7

Corporate identity

Answer 7

The ability to control all communication, with the aim of creating an enduring, distinctive, and stable brand identity that is communicated linearly to all stakeholders.
- An assembly of visual, physical and behavioral cues representing the company, making it immediately recognizable to consumers and other stakeholders.

Question 8

Organizational identity

Answer 8

Identity is the result of a co-creation between brand and stakeholder.
- Refers to the behavioral and cultural aspects of brand identity —> how organizational members perceive who they are and what they stand for as a company or organization.

Question 9

Image

Answer 9

Is the mosaic of brand associations held by stakeholders. Short-term.
- Measures brand impact among brand receivers. The aim is to project one coherent image to all stakeholders, ensuring a consistent perception of brand image among stakeholders.

Question 10

Reputation

Answer 10

Gathering of impressions and evaluations of image stored in the long-term memory of consumers and stakeholders. Long-term.
- How to create and manage the corporate image.

Question 11

Core theory

Answer 11

1) Vision Culture Image model
2) AC4ID framework

Question 12

Vision Culture Image (VCI) model

Answer 12

Development of the corporate brand toolkit: the strategic “stars” if the companies are:
1) Strategic vision: Central idea of what the company does and where it wants to be.
2) Organizational culture: Internal values and beliefs
3) Stakeholders’ image: How external stakeholders perceive the company.

Question 13

AC4ID framework

Answer 13

1) Actual: The actual identity, organizational behaviour, and everyday reality of the corporation
2) Communicated: The brand identity expressed through all sources of communication
3) Conceived: Refers to the image/reputation of the company
4) Covenanted: Refers to an explicit set of promises and relationships associated with a corporate level brand identity
5) Cultural: refers to the collective feeling employees have in relation to the corporate brand; from values, and assumptions of company
6) Ideal: Represents the optimum positioning of the organization in the market at any given time
7) Desired: Lives in the hearts and minds of the corporate leaders – equivalent of the
strategic vision

Question 14

Methods and data

Answer 14

1) Historical sources
2) Interviews, storytelling, heuristic analysis
3) Methods from various research traditions

Question 15

Managerial implications

Answer 15

Companies must get the organizational identity right and align the remaining 3 sources of brand identity