Objective: This paper aimed to provide a systematic review of brand identity and understand how literature streams impact the current frameworks. Method: There are few reviews about this salient topic, existing ones have not analyzed research in has evolved last 30 years, what been leading gaps, which future avenues study could be pursued. To fill gap, 67 articles published 24 academic journals...

Objetivo: A co-criação é um tema com interesse crescente em branding, principalmente relação à identidade de marca. Acadêmicos têm argumentado que a marca não mais estável, permanente ou definida maneira unilateral, mas deveria ser dinâmica e co-criada diversos stakeholders. No entanto, essas duas visões distintas da revelam dilema: co-criar co-criar? Será é, ao mesmo tempo, constante dinâmica,...

abstract airlines brands are getting new identities in the electronic age. because of growing new technologies like internet, there will be new strategic opportunities for airline companies to position their brand. on the other hand, religious tourism's industry has a sustainable market in iran, because of cultural issues. a lot of passengers prefer to do their religious travels with an ai...

Only recently, research has identified and conceptualized the new phenomenon of consumer brand sabotage where consumers have the dominant motive to harm a brand. Despite its high damage potential, the process by which CBS affects other consumers and damages the brand has not yet been examined. Furthermore, prior research has found a buffering and love-becomes-hate effect of consumer-brand relat...

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 literature and takes a case study approach. The paper suggests the framework for building brand identity in sequential order, namely, positioning the br...

Brand identity is relevant not just for companies, but also for individuals. Some advocate complex strategies for personal brand creation, but we assert that social network interactions in Facebook, LinkedIn and Twitter implicitly define a personal brand. We posit that the chain of people and entities with whom the individual interacts both explicitly and implicitly as well as the topics of tho...