Assessing branding strength: comparing marketer judgement and consumer data for brand identity elements

PurposeThis paper aims to investigate how brand identity is co-created, with a specific focus on how employees contributed to the process in a five-star hotel setting. The focus of this study is on understanding how two hotels planned and executed their brand identity strategy simultaneously, differentiating one from the other and how employees actively participated in this process.Design/methodology/approachA longitudinal case study approach was adopted, centred on building the identity of two luxury hotels owned by a single company in Seoul, Korea. Various organizational documents were collected and analyzed to understand the brand identity of the hotels and how brand co-creation has been implemented. In addition, semi-structured in-depth interviews were conducted with 42 employees to understand the brand co-creation process from their perspective.FindingsThe brand co-creation process of the hotels was conducted simultaneously and evolved over the following four phases, with employees’ roles varying in each phase, namely, establishing a clear brand identity strategy; designing and selecting sensory identity; aligning organizational identity; and delivering brand identity through external communication. Employees that participated in brand co-creation enhanced their brand knowledge, developed emotional bonds with the brand and were motivated to deliver the brand identity. Furthermore, those that immersed themselves in the new brand identities were able to enable positive guest perceptions towards the brand image, which consequently enhanced employees’ pride in their work.Research limitations/implicationsThis research advances the brand management literature in defining branding and brand identity elements, as well as emphasizing the importance of consistent branding. In addition, the current study expands the scope of internal branding, highlighting the process of brand co-creation and the role of employees as active participants. Moreover, it reveals that employees’ participation enhances not only their brand knowledge but also their emotional bonds with the brand. The proposed conceptual framework demonstrates the flow of branding elements, brand identity elements and the “infinite loop” of employee participation in brand co-creation.Originality/valueThe case study approach adopted here enables an in-depth investigation of employee participation in brand co-creation, including their different roles and activities in the process; a phenomenon that has not been adequately explored in previous research.

The article examines the issue of ensuring the differentiation of brands in Ukrainian restaurant business under conditions of high competition, economic instability and limited resources. It is substantiated that traditional tools of restaurant branding, which are focused mainly on product quality, are losing their effectiveness. Instead, the improvement of customer experience of interaction with the brand becomes a key factor in forming long-term competitive advantages and differentiation. The main barriers to the development of brands in the restaurant sector identified in the research include: the unification of restaurant formats, imitation of popular models, shortage of financial and innovation resources, insufficient level of brand management, high staff turnover, and underutilisation of the potential of Ukrainian gastronomic culture. Customer experience management becomes an extremely important function of strategic restaurant branding in creating competitive advantages, as it enables to create a unique “experience environment” that distinguishes a restaurant from numerous market analogues. The purpose of the study was to substantiate theoretical and methodological foundations for integrating customer experience into the system of strategic branding in the restaurant business and to determine its role as a key factor of brand differentiation in the context of increasing competition and changing consumer expectations. The process of managing customer experience within the system of strategic branding of restaurant enterprises and establishments is the object of research. The main task of the study is to create a model and determine a mechanism for integrating customer experience into strategic restaurant branding as a tool for achieving effective brand differentiation. The methodological basis of the study includes the principles of systemic, functional and strategic approaches to brand management, which are comprehensively analysed in the works of both foreign and Ukrainian researchers. The research uses methods of analysis and synthesis, comparative analysis and modeling to develop a framework for integrating customer experience into strategic restaurant branding, as well as system-structural analysis to reveal the relationship between brand elements and components of customer experience. According to the results of the study, a model for integrating customer experience into the system of strategic branding of the restaurant business has been developed. It encompasses methodological, functional, organisational and market aspects and demonstrates the relationship between the levels of customer experience (basic, emotional, social, and value-based ones) and key structural elements of the brand (identity, promise, positioning and brand equity). The model demonstrates that effective differentiation is achievable through the synchronisation of five key components: managing customer touchpoints with the brand, creating emotional value, building a unique brand identity, engaging customers in communications, and measuring the experience through analytical indicators. The research findings can be applied in brand management of restaurants of various formats at the stages of positioning strategy development and customer loyalty formation. The results obtained may also be used in developing strategies for sustainable development of regional gastronomic brands as part of Ukraine's tourism potential. The proposed model enables restaurant enterprises to shift from traditional competition based on product, price, or service toward building value-emotional differentiation based on the unique experience of customer-brand interaction.

Purpose: To study the role of branding and design elements in the effective communication of the values of the Belt and Road Initiative (BRI). 
 Methodology: The methods of observation, comparison, synthesis and generalization have been used to analyze the existing branding and design elements within the initiative, as well as to review official documents. Methods of formal, stylistic, compositional, and coloristic analysis have been used to analyze visual designs used by companies and organizations associated with the BRI.
 Results: The article analyzes the latest research that helps to determine the methods of using images, typography and color to effectively represent the cooperation and inclusiveness associated with the BRI, to implement successful communication of BRI values and promote the goals of the initiative. The features of the use of maps and networks, compasses, flags, and landmarks of transport infrastructure for communication within the BRI values are considered. The key design features that are often used in the visual media of BRI branding are identified. These include objects of communication and cooperation (maps, roads, and railways), as well as objects that symbolize the values of the cultures of the participating countries (flags, landmarks). It has been found that blue and gold colors are often used to denote stability and success in branding elements.
 Scientific novelty: Previous studies have focused mainly on the economic and political implications of BRI. Instead, the present study is the first to analyze branding and design elements in terms of communication effectiveness and their use to effectively communicate BRI values to a global audience. In addition, the study provides ideas for developing branding components for international development projects.
 Practical significance. This study has a number of practical implications for organizations and governments involved in BRI initiatives. The results of the study can be used to develop more effective branding and communication strategies to communicate the value of BRI to a global audience.

A brand is a combination of a name, symbol, and design that, via its specific characteristics, gives consumers an understanding of its distinct identity among a plethora of options. As companies move toward corporate branding, they use symbols and artifacts as cues to communicate their values and desired associations with consumers and other stakeholders. This chapter presents a fresh outlook on understanding brand element design and formulation, utilizing specific cues, particularly, cultural artifacts, through the lens of the cue utilization theory. It shows how a Ghanaian bank leveraged cultural artifacts in the design of brand elements, including brand name, logo, and slogan. A survey of 392 customers of the bank confirmed that harnessing cultural artifacts in these brand elements communicate specific cues which positively influence the banks’ brand image and enhance customer loyalty. Cultural artifacts, brand elements, and corporate branding have received relatively less attention in research in developing economies. Hence, the chapter contributes new knowledge on the design and formulation of brand elements in corporate branding. Target Audience Corporate branding is an intricate systematic process that takes into consideration brand story, brand identity, brand values, brand positioning, and audience personas. This chapter demonstrates that, through the utilization of specific cues, such as cultural artifacts, in the design of brand elements, firms achieve anticipated outcomes. This implies that corporate communications experts, brand managers, and marketing executives can use cultural artifacts in designing their firm’s brand elements including name, logo, and slogan. These can help enhance brand likeability and memorability as well as communicate desirable brand attributes to target audiences. For students studying brand management and marketing strategy, the outcome of this research provides valuable lessons in the design of brand elements as well as demonstrates how specific cues can be utilized to communicate brand attributes and elicit desirable customer behaviors.

The article studies the main domestic and foreign models of brand formation and management. The purpose of the study is related to the key brand elements identification presented in the existing brand identity models, which are necessary for understanding the elements underlying a higher education institution brand. The existing brand models have been studied as part of the university brand formation analysis. The literature critical analysis method on the research problem has been chosen as the main research method. A number of general scientific research methods were used in the course of achieving the set goal such as analysis, problematization, generalization, synthesis, deduction, and induction. According to the empirical study outcome, the author presents the identity considered models analysis result. The presented models do not fully reflect the brand formation process, do not include all the necessary elements of the brand. Common thing to all models is the presence of a number of components such as values, brand personality, attributes, and benefits. To develop a higher education institution brand formation model, it is necessary to consider all the elements affecting its brand. Recommendations for further research related to brand formation have been given.

Purpose: The general objective of the study was establishing the influence of strategic rebranding on performance sustainability of commercial banks. The study specifically focused on establishing the influence of brand identity, brand name, brand personality and brand element on performance sustainability of commercial banks in Kenya.
 Methodology: The study was anchored on Customer-Based Brand Equity (CBBE) Theory, Planned Change Theory, Evolution Theory and Social Judgement Theory. A descriptive survey research design was adopted in the study. The target population comprised of a list of commercial banks that had undergone rebranding between 2015 and 2020. The unit of observation comprised of operational and direct marketing participants comprising of product and brand managers, sales managers, marketing service managers, and promotional managers. Census approach was employed. The study used both primary and secondary data where a five-point Likert scale questionnaire was used in gathering primary data while a secondary data collection sheet was used to collect secondary data. Both descriptive and inferential statistics were employed in analyzing the collected data with the help of SPSS and Ms Excel. The results of the study were displayed in form of tables and figures. Prior collection of data, a pilot study was conducted in one commercial bank to test the reliability and validity of the data collection instrument.
 Findings: The study established that strategic rebranding such as brand identity and brand personality positively and significantly influences performance sustainability of commercial bank. Brand name and brand identity were found to positively but insignificantly influence performance sustainability of the commercial banks. The results imply that increasing each of the variable with one-unit results to an increase in the levels of performance sustainability of the commercial banks with the respective beta values.
 Unique contribution to theory, practice and policy: The study recommended the commercial banks in Kenya to enhance their strategic rebranding aspects in areas of brand identity, brand name, brand personality as well as brand element since the practices bears a positive influence on the levels of performance sustainability of the institutions.

The purpose of this article is to analyze Dubai's branding management at a macro level. This article aims to brand Dubai as a destination with certain demographic groups. Dubai decision makers establish the city in the upper echelon of international markets including tourism, real estate, business hospitality and learning centers. This study reveals that instead of replicating what other competitive destinations have already achieved, Dubai offers innovative products and services to investors and tourists alike: the indoor ‘skiing in the desert’ facility, the luxury ‘seven star’ hotel on the Dubai coastline, the world's largest man-made island and the world's tallest building are only a few examples of what the city has to offer. Dubai has pursued a well-defined and unique brand identity through a clear strategy including unique value proposition, attraction and brand promise. Developing Dubai's brand image is a key factor in distinguishing it in the highly competitive global environment. Dubai's strategic branding approach provides a rare case that demonstrates the importance of the brand identity and equity on the global stage. Dubai earned itself a track record for making every project a success, regardless of its ambitious conception. Dubai's 13 per cent GDP growth every year since 2000, which is higher than the GDPs of both India and China, proves the realization of the city's successful branding process. This market analysis sheds light on Dubai's competency: brand development that has led to its admired position in the world.

Theoretical and empirical aspects of the manifestation of stakeholder participation in city brand development activities

This study is one of the few contextual and integrative empirical studies examining how artificial intelligence marketing efforts (AI MEs) can shape consumers' green purchasing behavior (GPB), particularly among Generation Z consumers in developing countries, and thus contribute to green consumption and brand element relationships. This study investigates the direct and mediating effects of both AI MEs (information, customisation, interaction, and accessibility) and brand elements (brand preference, brand experience, and brand trust) on consumers' GPBs based on the SOR model. An analysis based on surveys (n = 609; SEM-ANN) revealed that AI MEs significantly affected brand elements and GPB, and that brand experience and brand preference were significant mediators in the relationship between AI MEs and GPB. The study also found a significant relationship between brand elements and GPB in the present study. The ANN analysis showed that the most important variables in explaining GPB were brand preference, AI MEs, and brand experience. By integrating AI marketing and brand elements into the conceptualisation of GPB, this study contextually enriches and integrates the limited body of knowledge on sustainable consumer behaviour. The findings offer new theoretical insights and practical guidance for policymakers and businesses aiming to leverage AI to promote environmentally responsible consumption.

Against the backdrop of China's current dual-circulation paradigm, consumers have experienced the transition of their demands for products from price-driven needs to brand-driven needs. On the one hand, improving the value of consumer experience during brand building can enhance the exchanges and interactions between brands and consumers, facilitating the co-creation of value. On the other hand, the improvement of consumer experience can continuously strengthen the internal power of the construction of enterprise brand elements, and promote consumer-brand identity so as to constantly improve consumer purchase intention. In this study, we have taken consumers from the B2C market as the survey group while innovatively studying the impact imposed by brand elements on the purchase intention of consumers based on the experience value. In addition, we have established the theoretical framework of brand elements—experience value—consumers' purchase intention based on our analysis of the relationship between the aforementioned three factors. Through empirical research, we have elaborated on whether brand elements can improve consumers' purchase intention and whether the experience value can play an intermediary role. The research findings indicate that (1) the three dimensions of brand elements, namely, brand personality, brand value, and brand culture, can impose a significant positive impact on the purchase intention of consumers and experience value; (2) the specific parts of the experience value, namely, functional value, emotional value, social value, and service value, can impose a significant positive impact on the purchase intention of consumers; and (3) experience value can play an intermediary effect to some extent while brand elements influence the purchase intention of consumers.

Purpose – consumers’ buying process is affected by many variables in which branding strategy is indeed an important variable to be considered. This paper aims to evaluate the influence of three branding elements – brand name, packaging, and country of origin – on Palestinian consumers’ willingness to buy food products to understand better their buying. Methodology – The study was conducted in the Palestinian market, the sample was selected according to simple random sampling technique, and a structured questionnaire was prepared, then it was electronically distributed by using emails and social media. The questionnaire contains 35 questions depending on a balanced Fifth Likert Scale and a single-item 7-point differential semantic scale, the questions intended to determine the influence of the selected branding elements on consumers’ willingness to buy food products. The data were analysed depending on the descriptive analysis and one sample t-test. Findings – according to the results of the data analysis it was found that product features and attributes were the factors of the highest importance that influenced the consumers’ willingness to buy, while the branding elements variables came at second rank of importance. Also, the results show that the effect of three chosen branding elements on consumer willingness to buy is significant. The outcomes of this study may be advantageous for firms working in food sectors, since the Palestinian market is lacking such a scientific study and help them in creating marketing strategies to increase the sales volume of their products. JEL Codes: M31, M39

Extant research in marketing has recognised the importance of branding in sports. Professional sports clubs are considered to be big brands, and fan loyalty is a crucial factor in determining their success. Brand elements are the building blocks of brands and are used by brand managers to create distinct associations in consumers' minds, resulting in brand recall and recognition. This study employs the context of football to explore the relationship between the symbol-related brand elements of a sports club and brand loyalty towards the club. We find that the brand elements, the history of the club, jersey and logo positively influence brand loyalty towards a sports club. The study sheds light on the importance of brand elements for a sports club brand and can help brand managers and sponsors to focus more on investments in brand elements that matter, as opposed to those which do not.

With the rapid development of the global digital entertainment industry, video games have become an important vehicle for brand communication and cultural dissemination. This study explores how environmental affordances and brand elements in game spaces influence players' brand identity and cultural identity, and further promote the shaping of city brand image. This study adopts a quantitative research method, using structural equation modeling (SEM) to test hypotheses based on data from 300 valid questionnaires collected from Chinese university student players. The results show that environmental affordances and brand elements in games significantly enhance brand identity, while cultural identity plays a mediating role in the transition from brand identity to city brand image. This study expands the theoretical framework of game-based brand communication and cultural dissemination, providing new strategic recommendations for brand marketers and policymakers. It suggests that games are not only tools for brand promotion but also effective media for national brand shaping, driving the international dissemination of cultural soft power.

Purpose of the Study: During the Covid-19 pandemic, tourist villages in Indonesia became popular as safe, nature-based getaways. In Samiran Tourism Village, homestays support the local economy and offer authentic experiences. However, growing competition makes strong branding crucial. This study explores the brand identity and image of two community-run homestays: DWS Homestay and Damandiri Homestay. Methodology: This study using qualitative research methods, including observation, interviews, and a literature review. Main Findings: Findings show that DWS Homestay has a stronger brand identity (71.43%) than Damandiri Homestay (57.15%), with DWS needing improvements in branding elements like jingles and a spokesperson. A well-developed brand identity can enhance customer loyalty, brand satisfaction, and recognition. Implication/Application: The study emphasizes the importance of refining brand identity to differentiate homestays, improve brand image, and foster tourist loyalty. Recommendations include enhancing marketing strategies and collaboration among operators to strengthen Samiran's tourism ecosystem. The originality of the study: This study underscores the critical role of brand identity in enhancing customer loyalty and competitiveness for homestays. By analyzing gaps and strengths in the branding strategies of Homestay DWS and Homestay Damandiri, it provides original insights into improving brand visibility, consistency, and consumer recall in Samiran Tourism Village.

Learning outcomes This case highlights the importance of adaptability and innovation in sustaining business growth. It emphasizes how resilience and strategic flexibility help maintain a handcrafted, artisanal brand amid growing demand and digital disruption. Learners will explore how a founder-led business can remain relevant by embracing change while preserving its core identity in a competitive and unpredictable market environment. Case overview/synopsis This case researches into the entrepreneurial journey of Shubha Mutneja, the founder of Hathkargha, a premium artisanal sari brand rooted in India’s traditional weaving practices. After nearly a decade of curating handcrafted, limited-edition saris, Shubha faces a strategic dilemma: how to scale her business while preserving the core values of exclusivity, personal touch and craftsmanship that have defined her brand. As demand outpaces supply and customer dissatisfaction grows, Mutneja must evaluate whether expanding her product line or increasing production would dilute Hathkargha’s unique brand identity. The case explores the tension between scarcity-driven branding and customer expectations in the digital age, particularly within a growing market for ethnic wear and sustainable fashion. Complexity academic level The case would be appropriate for regular and executive MBA/PGDM marketing specializations that have electives in product and brand management, heritage branding and distribution management as an elective. Those studying entrepreneurship and strategic management would also benefit as they will understand the entrepreneurial challenges and brand extension-led growth strategy. Supplementary material Teaching notes are available for educators only. Subject code CSS 3: Entrepreneurship