Identifying and Capitalizing on Brand Identity

  • Joanne Scheff Bernstein


The brand is the primary driver of people’s interest in and loyalty to an organization and its offerings. It is what the audiences, artists, staff, board, and entire community think of the organization. It is the company’s reputation, the perceived quality of the works presented, the promise of its products, the value it brings to the participants, and the sum of every experience one has with the organization.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. 2.
    Howard Schultz, Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time, (New York: Hyperion, 1999), 248.Google Scholar
  2. 3.
    Philip Kotier, Marketing 3.0: Prom Products to Customers to the Human Spirit (New Jersey: John Wiley & Sons, 2010), 37.Google Scholar
  3. 6.
    Scott Bedbury, A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century (New York: Viking, 2002), 105. Emphasis in theo riginal.Google Scholar
  4. 12.
    Philip Kotler, Kotler on Marketing: How to Create, Win, and Dominate Markets (New York: Free Press, 1999), 55.Google Scholar
  5. 13.
    Gerri Morris, “It’s a Vision Thing” (Manchester, UK: Morris Hargreaves McIntyre Consultancy and Research, 2004), Scholar
  6. 15.
    David Ogilvy, 1955 speech to AAAA, quoted by K. Roman, “David Ogilvy: The Most Famous Advertising Man in the World. A Speech at the University Club—New York,” 2004, Scholar
  7. 16.
    William Rudman, “Essentials of Effective Public Relations,” in Market the Arts! ed. Joseph Melillo (New York: FEDAPT, 1983), 163.Google Scholar
  8. 17.
    Daniel Boorstin, The Image (New York: Vintage Books, 1992), 187.Google Scholar
  9. 18.
    Robert Jackal, “The Magic Lantern,” in Moral Mazes: The World of Corporate Managers (New York: Oxford University Press, 1988), 172–173.Google Scholar
  10. 19.
    Charles Conrad, “Analyzing Organizational Situations: Introduction,” in Strategic Organizational Communication (New York: Holt, Reinhart & Winston, 1985), 202.Google Scholar
  11. 23.
    Stuart Isacoff, “Evgeny Kissin,” in Musical America Directory (New York: K-III Directory Corp., 1995).Google Scholar

Copyright information

© Joanne Scheff Bernstein 2014

Authors and Affiliations

  • Joanne Scheff Bernstein

There are no affiliations available

Personalised recommendations