Brand Guideline
- Emmanuel Mogaji
Abstract
Companies spend a considerable amount of money to develop their brand
identities. It is not a cheap commercial endeavour. Given the importance
of brand identities as intangible assets for organisations, the ability
to strategically manage them is critical. Extant research is
predominantly based on theoretical models and concepts of branding, yet
no attempt has been made to develop an understanding of the consistent
communication of brand identities. This paper provides background
information on brand guidelines, the benefit, content and user of brand
guidelines. Researchers and students in brand management will find this
relevant for brand identity, brand integration and brand architecture
studies and research. Ideas for future research studies have also been
presented. Likewise, brand managers may also find these relevant,
especially those working with smaller brands which do not have a
guideline and those with established brands looking at properly
documenting their brand architecture and identities.