ABSTRACT
This chapter offers an overview of the identity approach, by providing insights into the assumptions, theoretical framework and methodologies that can be used to gather data and study corporate brand identity. Originally based on the assumption that a strong brand is created through consistent and reliable communication of the corporation behind the brand, it was based on a sender perspective on the brand–consumer exchange, and in that sense comparable to the economic approach. Unlike several of the other brand management approaches described in this book, the conceptualization and evolution of the identity approach is primarily practitioner-led. This means that the core definitions and conceptualization of the identity approach are not the result of a single comprehensive breakthrough study, but rather based on practical experience from the use of the identity concept as a management tool. The identity approach brings into focus the creation of a unified, visual and behavioral identity.
