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The Brand Identity: A Strategic Shift for Success

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Author(s): Victor Danciu

Journal: The Romanian Economic Journal
ISSN 1454-4296

Volume: XIII;
Issue: 36;
Start page: 3;
Date: 2010;
Original page

Keywords: brand | branding | brand identity | brand name | Apple identity

ABSTRACT
The strong identity is a key condition for the real success of a brand strategy. The identity reflects the inner value of the brand and describes its potential success. In order to maximize this value a brand identity should include and develop all dimensions of its complex structure. The product, the organizational, the personality and the symbolic dimension of the brand identity could develop a greatcapability for many associations that could be made to the brand.Apple is a brand that has a distinct and clear identity. All four dimensions of a good brand identity could be identified in the Apple case. This provides a high level of quality, performance and valuethat are able to win the customer’s respect and loyalty.
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