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Brand Identity and Image Gaps

Claeson, Måns LU ; Riaz Tarar, Shah Alam and Han, Hongwei (2018) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20182
Department 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)
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author
Claeson, Måns LU ; Riaz Tarar, Shah Alam and Han, Hongwei
supervisor
organization
course
BUSN21 20182
year
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},
  keyword      = {Vision,Image,Brand Identity,Brand Image,Aspirational Identity,Gaps,Prism.},
  language     = {eng},
  note         = {Student Paper},
  series       = {LBMG Strategic Brand Management - Masters Paper Series},
  title        = {Brand Identity and Image Gaps},
  year         = {2018},
}