Pages 8 (2008 words)
Literature Review The second chapter of the assignment will outline some of the vital concepts associated with Customer Brand Identification. Also the chapter will offer insights about the brand loyalty, brand promotion and how both these factors get impacted by CBI.
The earlier studies will include a number of journals articles such as ‘Social Identity Theory and the Organization’ by Ashforth and Mael, ‘Self-Categorization, Affective Commitment, and Group Self-Esteem as Distinct Aspects of Social Identity in the Organization’ by Bergami and Bagozzi. Defining Brand A brand acts as the nucleolus of a company; it helps to strengthen the image of a company in the minds of the consumers (Adebola, Talabi, & Lamidi, 2012, pp.424-428). Defining a brand is indeed the first step in the way of creating the brand strategy. By defining the brand, one constructs a foundation on which the rest of the components may later be constructed. The brand definition plays the role of a measuring stick with the help of which, the marketing strategies and materials can be evaluated. Brand defining requires the knowledge of products or services offered by the company, their quality, core values of the products or services, core values of the company, the company’s mission, the company’s expertise, the target market, the company’s tagline and the message it sends to the prospects (Lake, 2012). A brand in simple words is the term, design, symbol, name or anything that distinguishes one product from that of the other. Branding can be done based on various aspects. ...