Brand Character & Identity

Oliver Vogler ()
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Oliver Vogler: ISM International School of Management GmbH

Chapter 4 in Brand Management, 2026, pp 67-88 from Springer

Abstract: Abstract After developing the brand’s positioning—defining the essence of what the brand offers and how it differentiates in the market—as well as establishing the overall brand architecture, it is essential to elaborate further on the character of the brandBrand character, both internally and externally.

Date: 2026
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DOI: 10.1007/978-3-658-50245-4_4

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