Amir Zakaria Consulting Group | brand identity
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brand identity Tag

Green brands are, first of all, brands. Therefore, we need to base our analysis in the brand concept. Brands are meaningful systems, incorporating values, ideas, associations, feelings and emotions which constitute a more or less cohesive identity [51, 52, 53]. With this in mind, brands...

Brand orientation refers to “an approach in which the processes of the organization revolve around the creation, development, and protection of brand identity in an ongoing interaction with target customers with the aim of achieving lasting competitive advantage” (Urde, 1999, p. 117). It is a...

Brand love is defined as a consumer's emotional attachment to and identification with a particular trade name or a brand (Aro et al., 2018; Carroll and Ahuvia, 2006). Brand love encompasses an individual consumer's passion and excitement with a brand. Emotional attachment to a brand...

Brand names can send signals on product quality, performance, reliability, and reputation (Aaker, 1997; Brexendorf, Bayus, & Keller, 2015). These signals may help shape brand identity in consumers' minds (Bhattacharya & Sen, 2003). Consumers often use brands to signal to others that they possess a...

Brand signature is an original, distinctive design based on the brand personality and identity that is carried across all brand communications. It comprises the essential communication, distinctiveness, and enduring features of a brand, which can reflect a brand’s image and reputation (Henderson and Cote, 1998;...

Given the idea that several stakeholders can contribute to the construction of brand identity, there is a degree of confusion between brand identity, brand image and brand meaning. Mainstream marketing literature defines brand identity as a mere list of attributes describing the brand (Kapferer, 2012),...