Brand identity

Michel Chevalier and Gérald Mazzalovo

Chapter Chapter 4 in Pro Logo, 2004, pp 93-137 from Palgrave Macmillan

Abstract: Abstract What is the identity of a brand? Our first answer might be that it is what the brand “says” to consumers — making a distinction between what it says and how they understand it. The notion of identity is still too little used by managers, and that’s a shame, because to our way of thinking it offers some very useful and concrete glimpses into the essence of the brand phenomenon itself. It constitutes the foundation and the federating element of all the activities we have designated as being manifestations of the brand.

Keywords: Brand Image; Brand Person; Creative Business; Luxury Brand; Brand Identity (search for similar items in EconPapers)
Date: 2004
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DOI: 10.1057/9780230508897_5

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