Download this Paper Open PDF in Browser

Brand Identity Development and the Role of Marketing Communications: Brand Experts’ View

Managing Global Transitions. 11(1), 61-78, 2013

18 Pages Posted: 28 Nov 2013  

Nusa Petek

University of Ljubljana

Maja Konecnik Ruzzier

University of Ljubljana - Faculty of Economics

Date Written: October 31, 2012

Abstract

Recently academics outlined the importance of brand relationships and brand experiences as building blocks of brand identities. New marketing communication tools, which enable interactions and consumer engagement, are among the most important tools mentioned for strengthening brand relationships and enhancing brand experiences by academics. Therefore the paper analyses the understanding of brand identity building blocks by brand experts and their usage of new marketing communication tools. Twelve in-depth interviews have been conducted among brand experts in Slovenia. Our findings imply that brand experts’ knowledge about brand identity is not consistent with the newest brand identity conceptualizations, by not considering brand relationships and brand experiences as building blocks of brand identity. Even if new marketing communications have been adapted to the great extent, traditional marketing communication tools still prevail and therefore new marketing communication tools, especially mobile advertising is in majority still in its infancy.

Keywords: brand, brand identity, brand experts, marketing communications, Slovenia

JEL Classification: M31, M37

Suggested Citation

Petek, Nusa and Konecnik Ruzzier, Maja, Brand Identity Development and the Role of Marketing Communications: Brand Experts’ View (October 31, 2012). Managing Global Transitions. 11(1), 61-78, 2013. Available at SSRN: https://ssrn.com/abstract=2360783

Nusa Petek (Contact Author)

University of Ljubljana ( email )

Kardeljeva ploscad 17
Ljubljana, 1000
Slovenia

Maja Konecnik Ruzzier

University of Ljubljana - Faculty of Economics ( email )

Kardeljeva ploscad 17
Ljubljana, 1000
Slovenia

Paper statistics

Downloads
268
Rank
95,551
Abstract Views
1,116