Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Aligning Brand Identity with Brand Image: An evaluation of a proposed method
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2015 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Branding and the management of brands has become a highly prioritized aspect for com-panies to maintain lasting competitive advantage and to provide meaning to consumption. Therefore companies have adopted an inside-out approach in order to manage their brand. The challenge with an inside-out approach is to align the internal brand identity,what brands communicate, with the external brand image, what consumers perceive. Therefore two questions are crucial to answer; how does the brand want to be perceived and how is the brand actually perceived? There is a risk that gaps occur in the communication of the brand, and these gaps are crucial to monitor and prevent for effective brand management.

This paper proposes a method on how to measure and align brand identity and brand im-age, based on existing theories and models regarding brand management. The method is evaluated through a case study, where the difference between Happy Plugs’ brand identity and brand image is analyzed. The method was designed using Kapferer’s Brand Pyramid and Brand Identity Prism. Both qualitative and quantitative data is used to examine how wide the gap between Happy Plugs’ brand identity and brand image is. The Happy Plugs brand is solely used as a tool to apply the designed method and evaluate the validity of it.

The findings show that a gap in brand identity and brand image does occur, at higher levels of the brand pyramid, or brand identity. The results from the case study indicate that the designed model is an effective tool in identifying and measuring possible gaps, and is a use-ful approach for companies who wish to align their brand identity with brand image.

Place, publisher, year, edition, pages
2015. , 65 p.
Keyword [en]
Brand Management, Brand Identity, Brand Image, Brand Pyramid, Brand Identity Prism
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hj:diva-26776ISRN: JU-IHH-FÖA-1-20150021OAI: oai:DiVA.org:hj-26776DiVA: diva2:814408
External cooperation
Happy Plugs
Subject / course
IHH, Business Administration
Supervisors
Examiners
Available from: 2015-06-08 Created: 2015-05-26 Last updated: 2015-06-08Bibliographically approved

Open Access in DiVA

fulltext(1807 kB)1091 downloads
File information
File name FULLTEXT01.pdfFile size 1807 kBChecksum SHA-512
32757264b2d82dfca215bd86f6aebb39e3d030211f63c8a17cce8b2339a229fe56ecef90af50868e51be432f7879e0cb8c529e8a168ad01d2ce54ee9537908e0
Type fulltextMimetype application/pdf

By organisation
JIBS, Business Administration
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar
Total: 1091 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 767 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf