The strong brand identity is harmonious and is experienced in the same way by all brand owners: both internal and external.
A closeness to the corporate identity is felt in it and it gives an expression of the organisational culture.
In today’s interconnected world consumers want to know about source and origin. It is difficult to build brand identity in isolation from the corporate values and vision.
Also, in their overall experience of the brand, consumers have a real human relationship with people working in the company – sales consultants, call center operators, cashiers, office managers etc. The ability of employees to deliver the promise of the brand contributes to the creation of its image and reputation.
The research methods, used to understand how is brand identity perceived, what do the corporate and brand symbols communicate and how this is reflected in the image and reputation are both qualitative and quantitative.
Research on organizational culture and behaviour draws on methods from various research traditions, such as anthropology, sociology, cultural and organizational studies. In understanding the image associations with a brand, methods from cognitive and social psychology are used.
The symbols of brand identity – name and logo, are typically measured with qual-quant approach, in which the qualitative way of collectinng the information is combined with a quantitative sample. In brand name testing several main parameters are considered: the associations with the name, memorability, easiness of pronunciation, originality, likeability and relevancy. In logo testing it is also important to see what implicit meanings consumers perceive in the logo and what emotions it leaves behind.