ECON 2 Lecture Notes - Lecture 30: Strategic Management, Organization Studies, Brand Equity
Document Summary
Practitioner-led: the core definitions and conceptualization of the identity approach are based on practical experience from the use of the identity concept as a management tool. Creation of a unified, visual and behavioral identity. Consumers attribute identity characteristics to companies and people form images of companies based on the total experience of the company. The corporation and its employees are the main source of brand equity. All marketing and communication activities should be integrated, aligned and elevated from a product- focused and tactical level to a strategic, corporate level strategic-level brand management. Who are we? what do we stand for? what do we want to become? . Two main streams of practical use of research in the identity concept: Behavioral identity: consumer perception of identity is based on the total experience of the company the consumer gets through all the contacts consumers have over time with the brand/company. Employees and their behavior are a key factor when building identity.
