Relationship of Brand Identity and Image

Abstract

The article is organized in eight parts. The first part presents an introduction of the research problem, the aim and the objectives formulated. The aim of the article is to conduct empirical studies after theoretical analysis of the relationship between brand identity and brand image. The objectives of the article are:1)to determine and prove the concept of brand image theoretically;2) to study and summarize the sources of brand identity; 3) to analyze the elements of brand identity;4) to carry out theoretical analysis of the relationship between brand identity and brand image; 5) to prepare the investigation model for brand identity and image relationship; 6) to conduct em-piric studies of brand identity and image relationship. The tools of classical marketing do not help answering the question, why some brands are so unique. Just sev-eral brands obtain a feature emphasizing brand identity and uniqueness. Graphical references do not provide any answers because they are developed on the basis of ex-ternal brand image. However, it has already been con-ceived that brand is reflected not by its external graphi-cal view but by the attitude towards the elements of brand identity. Thus, the article attempts at solving the problem of the relationship between brand identity and brand im-age. The second part of this article describes the concep-tion of brand identity. It also examines the attitude of various authors to the conception of brand identity. The third chapter of this article provides the analysis of the sources of brand identity. The main six elements that constitute the sources of brand identity are indicated in this part as well. The prism of brand identity is described and the ele-ment of identity prism is analyzed in the fourth part of this article. The process of brand image building is described in the fifth part of the article. The chapter provides the issue of the relationship of brand identity and its image as well as the analysis of relationship of brand identity and its image. The sixth part of this article indicates and describes the theoretical model the relationship of brand identity and its image. This model is based on the idea that brand identity is managed. Positive brand image that ensures a competitive advantage is build up when conveying brand identity to consumers efficiently and employing particular strategies of positioning. The seventh part of this article presents the results of empirical research and the analysis of the relationship of brand identity and its image. The last chapter of the article formulates the final conclusions on the relationship of brand identity and its image.