Defining a "brand": beyond the literature with experts' interpretations

Article Abstract:

Researchers attempting to develop a theory of how brands are constructed interviewed 20 major consultants and looked at more than 100 trade and academic articles before proposing that the idea of a brand is a multi-faceted concept which incorporates both the values of the company and the expectations and needs of customers. Incorporating a brand into the value system of consumers is a long-term process and a company needs to ensure that it's products live up to their brand image and the expectations of consumers.

Planning of Marketing, Research, Marketing, Product management, Business planning, Brand name products, Brand names, Market strategy

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The Acid Test of Corporate Identity Management

Article Abstract:

The ACID Test of Corporate Identity Management encourages senior managers to concentrate on the appropriateness of the company's mission and ethos as transferred into the corporate identity. It also ensures that senior managers look closely at many of the vital factors that must be taken into account when assessing their corporate identity. This approach covers communicated identity, actual identity, desired identity and ideal identity. It also offers a benchmark to assess corporate identity programmes.

Management

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Corporate identity modeling: a review and presentation of a new multi-dimensional model

Article Abstract:

A feasible and innovative multi-dimensional model of corporate identity is unveiled and reviewed. Through a comparative study of the new model with the existing ones, the utility and superiority of the new model are established.

Analysis

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