Building brands identity

It is generally known that the decisional process regarding to choose or not to choose a brand is determined by anecdotal evidence. Having a great product without a strong identification is not enough. If a potential customer can relate to previous experience with the identity of a brand, he surely developed a brand image and is more likely to prefer that specific brand. In this research paper the components of a brand identity are going to be studied in order to have a hierarchy of the importance of the elements and an impact dimension. All this will also result in arguments for the relevance of a brand identity strategy. Even though a vast amount of academic research regarding brand identity is available, there is not enough research regarding the correlation between brand identity strategy and brand image and no simple basic brand identity framework can be found. Associating your product with a strong brand identity is a key factor in competitive advantage and leads to great financial rewards. The smaller is the difference between the perceived brand image and the entity's aimed brand identity; the more efficient was the brand identity strategy. It is important to note that Nescafe brand is subject for the testing of the developed framework and is used to support the findings of this work paper. (C) 2015 The Authors. Published by Elsevier B.V.