| Issue |
E3S Web Conf.
Volume 164, 2020
Topical Problems of Green Architecture, Civil and Environmental Engineering 2019 (TPACEE 2019)
|
|
|---|---|---|
| Article Number | 09015 | |
| Number of page(s) | 7 | |
| Section | Environmental and Resource Economics | |
| DOI | https://doi.org/10.1051/e3sconf/202016409015 | |
| Published online | 05 May 2020 | |
Brand identity development
1 Peter the Great St.Petersburg Polytechnic University, 195251, 29 Polytekhnicheskaya str., Saint-Petersburg, Russia
2 St. Petersburg State University of Industrial Technologies and Design, 191186, 18 Bolshaya Morskaya str., Saint-Petersburg, Russia
* Corresponding author: yanenko_57@mail.ru
The paper studied the concept of "brand identity" as a planned brand image that defines the direction for all marketing activities of a company. The authors developed an algorithm for constructing a system of characteristic features of the brand strategy, harmoniously combined with the corporate and business strategy which includes the market situation analysis, an analysis of economic conditions and activities of the organization, analysis of marketing affords, analysis of the marketing strategy, the brand strategy selection, the brand positioning choice, brand identity development. Based on the well-established brand identity models such as The Brand Identity System (D.A. Aaker, USA), The Brand Identity Prism (J.-N. Kapferer France), L. De Chernatoni’s model (UK), 4D Branding (T. Gad, Sweden), The Brand Wheel (Bates Worldwide, USA), The Brand Platform (Young & Rubicam, USA) the authors have discussed the current approaches to the brand identity creation depending on which market (customer or B2B) a firm participates in perform and its capacity to serve the interests of both corporate and individual customers. The proposed approaches are needed for successful brand management.
© The Authors, published by EDP Sciences 2020
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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