Abstract
Branding is a key success driver for services organizations (Berry 2000). Strong brands are created and sustained in part through their identity (Aaker 1996). Upshaw (1995, p. 12) defines brand identity (BI) as the “configuration of words, images, ideas, and associations that form a consumer’s aggregate perceptions of a brand” arguing that brand identity is the consumer’s perception of what has been created. By contrast, Aaker (1996) defines BI as “a unique set of brand associations that the brand strategist aspires to create or maintain.” The majority of research since Aaker’s (1996) work has tended to view BI as a managerial construct (de Chernatony 1999; Gylline and Lindberg-Repo 2006; Alsem and Kostelijk 2008), failing to account for the most important stakeholder: the consumer.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2016 Academy of Marketing Science
About this paper
Cite this paper
Pareek, V., Harrison, T. (2016). Towards the Re-conceptualisation and Measurement of Services Brand Identity. In: Obal, M., Krey, N., Bushardt, C. (eds) Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11815-4_60
Download citation
DOI: https://doi.org/10.1007/978-3-319-11815-4_60
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11814-7
Online ISBN: 978-3-319-11815-4
eBook Packages: Business and ManagementBusiness and Management (R0)