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- Title
Die Übereinstimmung von Markenidentität und Markenimage: Konzeptionelle Diskussion und fallstudienbasierte Evaluation am Beispiel der FIFA.
- Authors
Schmidt, Holger J.; Braun, David
- Abstract
Brand identity and brand image are key concepts in brand management. In a nutshell, identity reflects the internal view of the brand, while image represents the external view. For strong brands, identity and image are largely the same. However, there are brands where identity and image are partially or significantly different. What should be done in such cases? What are the variants of an identity-image gap and how should brand management react to them? We identify a total of five scenarios of the relationship between identity and image and use the case study of the world football association FIFA to show how to react strategically when the image of a brand does not correspond to the brand identity. In this way, our article not only contributes to a better understanding of the constructs of identity and image and their relationship, but also provides practitioners with concrete solutions in the event of discrepancies between the self-image and the external image of the brand.
- Subjects
BRAND image; FEDERATION internationale de football association; BRAND identification; PRODUCT management; BRAND name products; SELF-perception
- Publication
Transfer: Zeitschrift für Kommunikation & Markenmanagement, 2024, Vol 70, Issue 3, p37
- ISSN
1436-798X
- Publication type
Article