Role of corporate brand identity and corporate identity in corporate brand management

Abstract

Today’s modern companies are struggling to differentiate themselves from their competitors. The identity based approach aids in propagating corporate brand identity (CBI) and examining the internal and external components that contribute to formation of a strong corporate brand identity. Corporate brand identity (CBI) is a valuable and useful tool for achieving competitive advantage. Corporate Brand identity plays a crucial role in conveying the brand identity to its stakeholders. The concept of corporate brand identity and corporate identity have been used to communicate the identity of a company to its stakeholders. Though both the concepts overlap, but there is a need to differentiate corporate brand identity from corporate identity and how they are interdependent on each other in order to establish a strong corporate brand. This research aims at developing a conceptual understanding of the role corporate brand identity and corporate identity in managing a corporate brand.