Literature review

Nandan, S. ((2005).) An exploration of the brand identity–brand image linkage: A communications

perspective. J Brand Manag 12, 264–278 (2005). https://doi.org/10.1057/palgrave.bm.2540222

Brand image refers to consumer perceptions and encompasses a set of beliefs that consumers
have about the brand. Brand identity and brand image are related but distinct concepts. Both
are essential ingredients of strong brands. A firm can enhance brand loyalty by ensuring that
there is congruence between brand identity and brand image. Key changes taking place in
today's communications environment have been identified and suggestions are offered on
how to strengthen the identity–image linkage.

Chevalier M., Mazzalovo G. (2004) Brand identity. In: Pro Logo. Palgrave Macmillan, London

https://doi.org/10.1057/9780230508897_5

Brand identity corresponds to an extension of the definition above, with a strong human dimension.
But the term suits our purposes because two necessaries (though not sufficient) elements are present
in it: on the one hand, specificity; on the other, permanence – or if you will, “durability.” We may
attempt a more precise initial definition of brand identity: the capacity of a brand to be recognized as
unique, over time, without confusion, thanks to the elements that individualize it. Brand identity is the
capacity of a brand to be recognized as unique, over time, without confusion, thanks to the elements
that individualize it.

Burmann C., Riley NM., Halaszovich T., Schade M. (2017) The Concept of Identity-Based Brand
Management. In: Identity-Based Brand Management. Springer Gabler, Wiesbaden

Concept of identity-based brand management is in line with Meffert and Burmann (1996) and
supplements the “classic” outside-in perspective by an inside-out perspective: The self-perception of
the brand (e.g. accessible resources, competences) is determined by the internal target groups of the
institution which owns the trademark. This self-perception represents the brand identity and comprises
all spatiotemporally homogeneous characteristics which, from the viewpoint of the internal target
groups, determine the character of that brand.

While the brand identity is designed by the company itself, the external, i.e. public, image among
various external target groups develops only over time. Hence the resulting brand image is an indirect
reaction to internal brand management efforts (cf. Meffert and Burmann 1996).

Maria Sääksjärvi Saeed Samiee (2011), Relationships among Brand Identity, Brand Image and
Brand Preference, Volume 25, Issue 3, Elsevier Inc
Offline-based extension brands gain positive spillover effects from their offline-based
counterparts, but such effects take time and are not evident in the early Internet stage. Both
types of brands have to work hard in the introductory stage to create a successful brand image
that manifests into consumer preference for the brand. With regards to Internet use, we found
that cyber brands have a slight disadvantage when moving from the elaboration stage to the
fortification stage.

Catherine ssViot, "Can brand identity predict brand extensions' success or failure?",
Journal of Product& Brand Management, Vol. 20 No. 3, pp. 216-227.
https://doi.org/10.1108/10610421111134941

According to de Chernatony (2001, p. 192), a highly useful conceptualisation of brand

identity is provided by Kapferer (1997). His model, called “identity prism”, helps explain the
paramount differences between competing brands. The identity prism is a combination of six
dimensions: brand personality, brand culture, brand‐consumer relationships, reflection,
physique and self‐image. Brand personality reflects “the set of human characteristics
associated with a brand” (Aaker, 1997). Each brand comes from a unique culture
characterized by values. Thus, brands can be regarded as a cluster of values