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To be effective a brand identity needs to resonate with customers differentiate the brand from competitors and represent what the organization can and will do over time aaker and joachimsthaler 2000.
Building brand identity in competitive markets. However without a firm understanding of your competitive landscape it s easy to blend in. Building a brand identity is all about differentiation. A conceptual model published on jan 1 2017 in marketing literature branding has been identified as a name term or object that identifies a seller. I would never suggest stalking your competitors or mimicking their actions.
However it is important to know what they re doing and whom they re targeting as well as what you expect their next move s to be so you can remain proactive rather than reactive. Ghodeswar school of management asian institute of technology klong luang pathumthani thailand abstract purpose the purpose of this conceptual paper is to identify important elements of brand building based on a literature review and case studies of. Building a competitive brand. The advent of participatory and interactive platforms has given many businesses the chance to enhance brand.
The author concludes by discussing the possibilities for building brand identity in highly dynamic markets as well as the opportunities for further research. Building brand identity in competitive markets. Best practices a large part of being competitive is knowing what the competition is up to. Core identity is the central timeless essence of the brand that remains constant as the brand moves to new markets and new products.
A case study of a popular bulgarian it brand is used to illustrate the importance of the key elements in building brands in highly competitive markets. Thus it s crucial to understand not just who your competition is but how your brand compares in perception and presentation. The paper suggests the framework for building brand identity in sequential order namely positioning the brand communicating the brand message delivering the brand performance and leveraging the brand equity brand building effort has to be aligned with organizational processes that help deliver the promises to customers through all company departments intermediaries suppliers. Purpose the purpose of this conceptual paper is to identify important elements of brand building based on a literature review and case studies of successful brands in india.
Design methodology approach this paper is based on a review of the. Building brand identity in competitive markets. Brand building is an integral aspect of personal and business development. A conceptual model article in journal of product brand management 17 1 4 12 february 2008 with 1 170 reads how we measure reads.
Making your brand visible relevant and unique.
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