Managing and shaping brand associations to ensure positive alignment with "Brand Image": Narrative synthesis

Abstract

This narrative synthesis aims to provide an overview of the strategies and tactics used by marketers and brand managers to manage and shape brand associations to ensure positive alignment with brand identity. The study is based on a review of 25 relevant studies published between 2006 and 2021. The most effective strategies identified in the studies included brand positioning, brand personality, brand storytelling, and brand community. The findings suggest that effective brand positioning can be achieved by highlighting product benefits, emphasizing emotional connections, or targeting specific consumer segments. The studies also suggest that brands with strong and consistent personalities are more likely to be perceived positively and generate greater emotional attachment and loyalty among consumers. Effective brand storytelling involves creating a narrative that reflects the brand's history, values, and mission, which engages consumers on an emotional level and fosters a sense of connection and loyalty to the brand. Building a brand community through social media, events, and other channels can also be an effective way of managing and shaping brand associations, as it fosters a sense of belonging and identity among consumers, and generates positive word-of-mouth and advocacy. The study emphasizes the importance of ensuring alignment between brand associations and brand identity, which involves identifying and communicating the core values, personality traits, and attributes that define a brand and differentiate it from competitors. Overall, the study provides valuable insights for marketers and brand managers on how to manage and shape brand associations to ensure positive alignment with brand identity and emphasizes the importance of consistency and authenticity in brand messaging and communication.