A BRANDIDENTITÁS SZEREPE A BRANDMENEDZSMENT FOLYAMATÁBAN: BRANDIDENTITÁS-MODELLEK
THE ROLE OF BRAND IDENTITY IN THE BRAND MANAGEMENT PROCESS: BRAND IDENTITY MODELS

Author(s): Gyöngyvér Erika Tőkés
Subject(s): Theory of Communication
Published by: Scientia Kiadó
Keywords: brand identity; brand management; brand self-assessment; brand creation;
Summary/Abstract: The study compares the best-known brand identity models from marketing and social science backgrounds. The comparison of the most frequently cited brand identity models provides a basis for developing more complex conceptual models through multidisciplinary approach. The literature review led to the conclusion that mainly theoretical models of brand identity exist but that empirical testingof these models is still lacking. Theoretical knowledge important for the practical profession has also emerged, as the aggregation of recurring brand identity elements from different models can be a guideline in brand self-assessment or in the initial stage of any brand creation.

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