Abstract Brand identity is brand's distinctive selfsameness based on time dimension, is a systemic understanding about brand's intrinsicness and extrinsicness. With analyzation and synthesization of brand elements, an hierarchical and practical and succinct brand identity system is establish, composed of physical quality and customer benefits and brand tenet and culture expression, divided into subsystem and product subsystem, with brand tenet as its soul and spirit. With this brand identity model as a criterion, loopholes of brand management can be discovered and appropriate strategies of brand development can be formulated. Time dimension maybe is not the sole dimension of brand identity, but absolutely is the first and foremost dimension of brand identity.
|
Received: 04 April 2007
|
|
|
|
|