ALIGNING THE BRAND IDENTITY AND BRAND IMAGE AFTER REBRANDING
The brand identity and brand image are two concepts used extensively in positioning. Many brands underwent a rebranding process attempting to improve their positioning. The rebranding process can bring minor changes or substantial changes. Following the substantial changes, there can appear a mismat...
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| Format: | Article |
| Language: | English |
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Universitaria Press Craiova
2016-11-01
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| Series: | Management & Marketing |
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| Online Access: | http://www.mnmk.ro/documents/2016_02/3.pdf |
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| _version_ | 1849726983908360192 |
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| author | Cătălin Mihail BARBU |
| author_facet | Cătălin Mihail BARBU |
| author_sort | Cătălin Mihail BARBU |
| collection | DOAJ |
| description | The brand identity and brand image are two concepts used extensively in positioning. Many brands underwent a rebranding process attempting to improve their positioning. The rebranding process can bring minor changes or substantial changes. Following the substantial changes, there can appear a mismatch between the desired identity and brand image. Brand image is persistent and it takes time to change it. This paper explores the challenges involved by the calibration of the identity and of the image in the process of rebranding. The alignment process is a dynamic one, an interactive and not a normative one. The results of this study highlight the elements that support the brand identity and image alignment: marketing communication, product characteristics and internal brand strength. On the other side, the efforts to align the brand identity and brand image are negatively affected by the attitudes of the consumers and their past experience with the brand. |
| format | Article |
| id | doaj-art-3edadccea53f4974898cf07c0c9c052e |
| institution | DOAJ |
| issn | 1841-2416 1841-2416 |
| language | English |
| publishDate | 2016-11-01 |
| publisher | Universitaria Press Craiova |
| record_format | Article |
| series | Management & Marketing |
| spelling | doaj-art-3edadccea53f4974898cf07c0c9c052e2025-08-20T03:09:59ZengUniversitaria Press CraiovaManagement & Marketing1841-24161841-24162016-11-01XIV2180187ALIGNING THE BRAND IDENTITY AND BRAND IMAGE AFTER REBRANDINGCătălin Mihail BARBUThe brand identity and brand image are two concepts used extensively in positioning. Many brands underwent a rebranding process attempting to improve their positioning. The rebranding process can bring minor changes or substantial changes. Following the substantial changes, there can appear a mismatch between the desired identity and brand image. Brand image is persistent and it takes time to change it. This paper explores the challenges involved by the calibration of the identity and of the image in the process of rebranding. The alignment process is a dynamic one, an interactive and not a normative one. The results of this study highlight the elements that support the brand identity and image alignment: marketing communication, product characteristics and internal brand strength. On the other side, the efforts to align the brand identity and brand image are negatively affected by the attitudes of the consumers and their past experience with the brand.http://www.mnmk.ro/documents/2016_02/3.pdfbrand identitybrand imagerebrandingbrand management |
| spellingShingle | Cătălin Mihail BARBU ALIGNING THE BRAND IDENTITY AND BRAND IMAGE AFTER REBRANDING Management & Marketing brand identity brand image rebranding brand management |
| title | ALIGNING THE BRAND IDENTITY AND BRAND IMAGE AFTER REBRANDING |
| title_full | ALIGNING THE BRAND IDENTITY AND BRAND IMAGE AFTER REBRANDING |
| title_fullStr | ALIGNING THE BRAND IDENTITY AND BRAND IMAGE AFTER REBRANDING |
| title_full_unstemmed | ALIGNING THE BRAND IDENTITY AND BRAND IMAGE AFTER REBRANDING |
| title_short | ALIGNING THE BRAND IDENTITY AND BRAND IMAGE AFTER REBRANDING |
| title_sort | aligning the brand identity and brand image after rebranding |
| topic | brand identity brand image rebranding brand management |
| url | http://www.mnmk.ro/documents/2016_02/3.pdf |
| work_keys_str_mv | AT catalinmihailbarbu aligningthebrandidentityandbrandimageafterrebranding |