Brand Identity and Image Gaps
(2018) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20182Department of Business Administration
- Abstract
- Purpose: This master paper aims to develop an eligible tool to reveal the gaps between brand identity and brand image, in order to address the issues between vision and image.
Design/methodology/approach: Through literature review, the issues between vision and image, to some extent, have been determined by the inconsistency between brand identity and image. Researching three product brands, Louis Vuitton, Apple, and H&M, equips us with an opportunity to dig in these brand identities stemming from the brands’ core values. Meanwhile, the results of the survey have disclosed what stakeholders how stakeholders have perceived these brands to be (Brand image).
Findings: The pinpointing of a variety of gaps between brand identity and brand... (More) - Purpose: This master paper aims to develop an eligible tool to reveal the gaps between brand identity and brand image, in order to address the issues between vision and image.
Design/methodology/approach: Through literature review, the issues between vision and image, to some extent, have been determined by the inconsistency between brand identity and image. Researching three product brands, Louis Vuitton, Apple, and H&M, equips us with an opportunity to dig in these brand identities stemming from the brands’ core values. Meanwhile, the results of the survey have disclosed what stakeholders how stakeholders have perceived these brands to be (Brand image).
Findings: The pinpointing of a variety of gaps between brand identity and brand image among these brands is the first finding in this study. Based on these gaps, generalized questions in terms of the gaps between brand identity and brand image have led to the establishment of a new model, the brand identity-image prism.
Research implications: Establishing a new model, the brand identity-image prism, that offers a new way to disclose the gap between brand identity and brand image.
Practical implications: By extending the brand identity prism into the new model, the brand identity-image prism, will facilitate in finding of the gaps between brand identity and brand image. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8963952
- author
- Claeson, Måns LU ; Riaz Tarar, Shah Alam and Han, Hongwei
- supervisor
-
- Frans Melin LU
- organization
- course
- BUSN21 20182
- year
- 2018
- type
- L3 - Miscellaneous, Projetcs etc.
- subject
- keywords
- Vision, Image, Brand Identity, Brand Image, Aspirational Identity, Gaps, Prism.
- publication/series
- LBMG Strategic Brand Management - Masters Paper Series
- language
- English
- id
- 8963952
- date added to LUP
- 2018-12-07 14:39:14
- date last changed
- 2018-12-07 14:39:14
@misc{8963952, abstract = {{Purpose: This master paper aims to develop an eligible tool to reveal the gaps between brand identity and brand image, in order to address the issues between vision and image. Design/methodology/approach: Through literature review, the issues between vision and image, to some extent, have been determined by the inconsistency between brand identity and image. Researching three product brands, Louis Vuitton, Apple, and H&M, equips us with an opportunity to dig in these brand identities stemming from the brands’ core values. Meanwhile, the results of the survey have disclosed what stakeholders how stakeholders have perceived these brands to be (Brand image). Findings: The pinpointing of a variety of gaps between brand identity and brand image among these brands is the first finding in this study. Based on these gaps, generalized questions in terms of the gaps between brand identity and brand image have led to the establishment of a new model, the brand identity-image prism. Research implications: Establishing a new model, the brand identity-image prism, that offers a new way to disclose the gap between brand identity and brand image. Practical implications: By extending the brand identity prism into the new model, the brand identity-image prism, will facilitate in finding of the gaps between brand identity and brand image.}}, author = {{Claeson, Måns and Riaz Tarar, Shah Alam and Han, Hongwei}}, language = {{eng}}, note = {{Student Paper}}, series = {{LBMG Strategic Brand Management - Masters Paper Series}}, title = {{Brand Identity and Image Gaps}}, year = {{2018}}, }