In the Global Business, a solid branding program is just as important for small and medium businesses. Customers like to feel that they are dealing with an established, reliable business. A branding campaign designed for your target market should not require a huge investment. It can take a form of a website, a well-designed logo, a concept that differentiates your business from the competition or some other form of corporate identity. To develop such an identity, it is necessary to first learn what customers want and then send a clear message that your product or service can fulfil their needs and expectations better than the competition. Today, the most important thing in terms of branding, is a 'clear program for communication', without that, you just become a part of the scenario. So you promote, position and advertise at an attempt to develop your brand identity and image. A gap between your brand identity and brand image can cause major concerns with your overall brand. The result is your audiences get inconsistent, sometimes conflicting impressions and information. Or they miss your message entirely. The objectives of this research, in the light of the research problem are to:
Define the Brand Identity
1 - Introduction
Background to the research problem Research Objectives
Outline of the Research Report
2 - Literature Review Background
Process of creating your company's identity
Brand Identity Image Traps Brand Identity System
Why the Corporate Identity is so important today
Brand Identity for Brand Recall
Brand Identity for taking advantage of new global media
Brand identity for brand image and brand personality
Brand Identity for enabling global and local communications
Identity for brand architecture and high level brands
Identity as a relationship builder
Identity and Employees: Bringing Brand Image to Life
How to create a strong Network of Employee Ambassadors
What should a company consider before change its identity?
Evaluation of the Brand Identity System
My literature Analysis Summary
3 - Join a Brand Means Join a Tribe
The Italian Context
Important factors for Iconic Brands
Research Methodology Research Results
My analysis of the Data Summary
4 - The Impact of Perceived Corporate Brand Values on Brand preference Conceptual framework
Model and Hypotheses Methodology and Measurement
Discussion of Results
5 - Discussion
Reflect the brand identity by the customer's identity Brand behaviour affects the brand-customer relationship Create a Global brand Identity Connection
Affect the Consumer behaviour is the key to success Summary
6 - Conclusion
Achievement of the Research objectives
Recommendations for managers and areas for future research
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