The Brand Identity: A Strategic Shift for Success

Victor Danciu ()

Romanian Economic Journal, 2010, vol. 13, issue 36, 3-13

Abstract: The strong identity is a key condition for the real success of a brand strategy. The identity reflects the inner value of the brand and describes its potential success. In order to maximize this value a brand identity should include and develop all dimensions of its complex structure. The product, the organizational, the personality and the symbolic dimension of the brand identity could develop a great capability for many associations that could be made to the brand. Apple is a brand that has a distinct and clear identity. All four dimensions of a good brand identity could be identified in the Apple case. This provides a high level of quality, performance and value that are able to win the customer’s respect and loyalty.

Keywords: brand; branding; brand identity; brand name; Apple identity (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2010
References: View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:rej:journl:v:13:y:2010:i:36:p:3-13

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