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Erschienen in:
2016 | OriginalPaper | Buchkapitel
Towards the Re-conceptualisation and Measurement of Services Brand Identity
verfasst von : Vandana Pareek, Tina Harrison
Erschienen in: Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era
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Abstract
Branding is a key success driver for services organizations (Berry 2000). Strong brands are created and sustained in part through their identity (Aaker 1996). Upshaw (1995, p. 12) defines brand identity (BI) as the “configuration of words, images, ideas, and associations that form a consumer’s aggregate perceptions of a brand” arguing that brand identity is the consumer’s perception of what has been created. By contrast, Aaker (1996) defines BI as “a unique set of brand associations that the brand strategist aspires to create or maintain.” The majority of research since Aaker’s (1996) work has tended to view BI as a managerial construct (de Chernatony 1999; Gylline and Lindberg-Repo 2006; Alsem and Kostelijk 2008), failing to account for the most important stakeholder: the consumer.