ABSTRACT
This chapter discusses the different core concepts within the corporate branding arena, specifically identity, image, and reputation; understand the related, but distinct nature, of identity, image, and reputation. It aims to evaluate the strategic gaps between these core concepts; assess how these concepts may provide insights into the development and management of brand strategies by drawing on the notion of brand architecture. A contemporary issue that brand managers should consider is investigating and managing the identity-image-reputation gap. Corporate brand identity is based on the organisation behind the corporate brand and in order to understand a brand’s internal offering and manage its physical and intangible elements, organisations should consider brand identity. The concepts of brand reputation and brand image are often used “synonymously”, which seems to add to the complexity and confusion surrounding the topic. One way of addressing these brand inconsistencies, however, is to ensure that a brand’s identity and image are co-created with internal and external stakeholders.
