CARE‐ing strategy for integration of brand identity with brand image

Abstract

Purpose

The end‐state of marketing is the creation of a lasting bond between the consumers and the offered brand. In view of the growing competition in the market, a never‐ending brand war can be witnessed that attempts to destabilize the consumer‐brand bonding. To ensure a long‐run success, there is a need to develop a system approach towards proper integration of a brand's identity with its image. This paper seeks to address this issue.

Design/methodology/approach

The major task is to identify the gap and skilful integration of brand identity with brand image to cement the gap. Improper integration may lead to a major setback in the market and irreparable loss. The authors present a verbal model as the basis for integration so that the chance of a setback becomes minimal.

Findings

The authors propose a Brand Derby Matrix, a classification cum decision matrix to enable a marketer to identify its present position and future course of action, in conjunction with the Credibility‐Alteration‐Relationship‐Expansion (CARE‐ing) strategy to address the above‐mentioned issue.

Practical implications

Brand Derby Matrix in conjunction with the CARE‐ing strategy can be of immense use to brand planners for identification and managing of the problem to ensure smooth sailing in the market.

Originality/value

In this paper, the authors present a generic approach that may work beyond country boundaries. Brand Derby Matrix in conjunction with the CARE‐ing strategy is immensely helpful in addressing the dilemma of brand identity and brand image integration issues that are faced by players.

Citation

Roy, D. and Banerjee, S. (2007), "CARE‐ing strategy for integration of brand identity with brand image", International Journal of Commerce and Management, Vol. 17 No. 1/2, pp. 140-148. https://doi.org/10.1108/10569210710776512