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Brand identity

In: Pro Logo

Author

Listed:
  • Michel Chevalier
  • Gérald Mazzalovo

Abstract

What is the identity of a brand? Our first answer might be that it is what the brand “says” to consumers — making a distinction between what it says and how they understand it. The notion of identity is still too little used by managers, and that’s a shame, because to our way of thinking it offers some very useful and concrete glimpses into the essence of the brand phenomenon itself. It constitutes the foundation and the federating element of all the activities we have designated as being manifestations of the brand.

Suggested Citation

  • Michel Chevalier & Gérald Mazzalovo, 2004. "Brand identity," Palgrave Macmillan Books, in: Pro Logo, chapter 0, pages 93-137, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-50889-7_5
    DOI: 10.1057/9780230508897_5
    as

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