Advance
Preprints are early versions of research articles that have not been peer reviewed. They should not be regarded as conclusive and should not be reported in news media as established information.
Brand Guideline.pdf (75.27 kB)
Download file

Brand Guideline

Download (75.27 kB)
preprint
posted on 2019-01-22, 18:37 authored by Emmanuel MogajiEmmanuel Mogaji

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.

History

Declaration of conflicts of interest

None

Corresponding author email

e.o.mogaji@greenwich.ac.uk

Lead author country

  • United Kingdom

Lead author job role

  • Higher Education Researcher

Lead author institution

University of Greenwich

Comments

Log in to write your comment here...

Usage metrics

    Advance: Social Sciences & Humanities

    Categories

    Licence

    Exports