C/M/742. Dissertation. Brand Identity Issues as Point of Consumption

The paper seeks to understand the dynamics of brand identity as point of consumption across industries. Literature is reviewed on the theory of branding and the role of brand in visual graphic communication highlighting the relevance of brand identity and discussing brand building strategies. A brand building framework is developed for firms seeking to improve consumer perception of their brands. The methods of research include the analysis of secondary data and primary data collected through interviews. Conclusions are made about the potential of brand identity as a strong strategic management option and the techniques of establishing a link between market position and organizational values. Recommendations for further research in the area are suggested.