ABSTRACT
Understand the assumptions of the identity approach • The brand should express one unified and coherent identity, internally
as well as externally, by using the visual and behavioural identity of the
corporation to build the brand
Understand the theoretical building blocks of the identity approach • The four supporting themes of brand identity: corporate identity, orga-
nizational identity, image and reputation • The two frameworks: the corporate brand tool kit and the AC2ID model
are useful for the alignment of corporate identity, organizational
identity, image and reputation to create a coherent brand identity
Provide insights into the methods of the identity approach • In the identity approach a mix of methods is used. Internally, focus is on
corporate identity (visual and strategic) and organizational identity
(behaviour and culture) rooted in ethnographic and anthropological
methods. Externally, the element’s image and reputation combine
methods stemming from cognitive and social psychology
Understand the managerial implications • Understand the complexity of managing brand identity by ensuring
alignment of corporate identity, organizational identity, image and
reputation
In 1907, AEG appointed Peter Behrens to be what at the time was called ‘Artistic
Consultant’. His job turned out to be the first corporate engagement in the
conscious management of identity. Peter Behrens’s philosophy was simple – the
products, design and communication should express one unified identity. To
accomplish this, he created products, logos, advertising material and company
publications with a consistent, unified design. This unified design and visual
expression of identity make Peter Behrens and AEG the founders of the rationale
behind the identity concept and corporate identity management programmes in
practice. Identity programmes have since been an integral part of marketing.
