Ravindra DİSSANAYAKE, Thustan AMARASURİYA

ROLE OF BRAND IDENTITY IN DEVELOPING GLOBAL BRANDS: A LITERATURE BASED REVIEW ON CASE COMPARISON BETWEEN APPLE IPHONE VS SAMSUNG SMARTPHONE BRANDS

This paper has focused on reviewing brand identity as an integral strategic component in developing global brands via figuring out literature sources along with the case practices on apple iPhone and Samsung Smart Phone Brands. Researchers followed an approach as literature review along with case review to connect theory into practice by sourcing the formally published evidences. Paper provides the insights on how empirical findings being shared in literature reviews connecting the concept of Band Identity into brand related concepts and models whilst special reference is made on how the said two global brands being reviewed as cases in the literature sources. Researchers suggest propositions along with a conclusion in the forms of teaching and learning notes par with the essentials of the case-based piece of work.

Keywords:

Brand Identity, Global Brands, Smart Phones Strategy, competition,

PDF

___

Aaker, D. and Joachimsthaler, E. (2002) Brand Leadership, London: Simon & Schuster UK Ltd. Page 43.
Ahmad, A. and Thyagaraj,K.S. (2014) 'Brand Personality and Brand Equity Research: Past Developments and Future Directions', The IUP Journal of Brand Management, Vol. XI (3): 19-56
Azzawi, M.A. and Ezech,M.A.N. (2012) Students Brand Preferences Between Apple and Samsung Smartphone,
Dissertation, Malardalen University Eskilstuna-Vasteras. Bree, J., Decrop,A. and Sohier, G.P, (2005) 'An Empirical Investigation of the Product's Package as an Antecedent of Brand Personality', Innovative Marketing, pp-69-80.
Carpenter, G.S. and Tybout, A.M. (2006) 'Creating and Managing Brands' in D. Iacobucci. (eds) Kellog on
Marketing, New Delhi: Wiley India (P) Ltd. pp. 74-102. Carpentier,M., Herbert,I., and Ollivier-Lamarque,C. (2011) 'Brand Identity Management in the Context of Global
Brands', Qualitative Research, Budapest, Online. Available at: www.warc.com. Change Wave Research (2012), 'iPhone to retain lead role'. Online. Available at: http://www.warc.com.ezproxy3.lib.le.ac.uk/Content/News/N29307_iPhone_to_retain_lead_role.content?
Chapman, S. (2015) 'Brand Meaning : Research the Brand Identity', :Warc.Com.ezproxy3.Lib.Le.Ac.Uk, (2015).
Leicester Digital Library Login (EZproxy) - University of Leicester, Online. Available at: http://www.warc.com.ezproxy3.lib.le.ac.uk/Content/ContentViewer.aspx? Denning, S. (2011), 'Another Myth Bites The Dust: How Apple Listens To Its Customers'. Online. Available at: http://www.forbes.com/sites/stevedenning/
EffieWorld Wide. (2013) Warc.Com.ezproxy3.Lib.Le.Ac.Uk:2015. Leicester Digital Library Login (EZproxy)
University of Leicester, Online. Available http://www.warc.com.ezproxy3.lib.le.ac.uk/Content/ContentViewer.aspx? Franzen, G. and Moriarty,S. (2009) The Science and Art of Branding, New York: M.E Sharpe, Online Available at: https://books.google.lk/books?
International Data Corporation, (2014 Q3), 'Smartphone OS Market Share , Online. Available at: http://www.idc.com/prodserv/smartphone-os-market-share.jsp
Jiang, H. (2011) ,Young People’s Adoption and Consumption of a Cultural Commodity – iPhone, Dissertation,
London School of Economics. Kapferer, J.N. (2006), 'Brand Identity Prism', Strategic Brand Management.,1-3. Online. Available at: www.warc.com/brandmodels.
Kaul, V. (2013), Extending Your Brand May Dilute its Identity, Forbes India Magazine.
Keller, K.L and Kotler,P. (2006), Marketing Management, 12th edn, New Delhi: Prentice Hall of India Private Limited.
Klein, N. (2010), No Logo, Third Edition edn, New York: Picador.
Klipfel, J.A.L., Barclay, A.C. and Bockorny, K.M. (2013), Self-Congruity: A Determinant of Brand Personality.
Kotler, P. and Armstrong,G. (2006), Principles of Marketing, 11th edn, New Jersey , Prentice-Hall, Inc.
Matanda, T., & Ewing, M. T. (2012), The process of global brand strategy development and regional implementation, International Journal of Research in Marketing, 29(1).
Ponnam, A. (2007), 'Comprehending the Strategic Brand Building Framework of Kingfisher in the Context of Brand
Identity Prism', ICFAI Journal of Brand Management, 4 (4): 63-71. Reis, K.(2014), 'Mall Walkers and McDonald’s: A Study of AmericaSymbols',
Online. Available at: http://kidspiritonline.com/2014/06/mall-walkers-and-mcdonalds-a-study-of-american- symbols/.
Silveira, C., Lages, C., and Simões, C. (2013), 'Re-conceptualizing Brand Identity in a Dynamic Environment',
Journal of Business Research, 66 (1): 28-36. Spiggle, S., Nguyen, H.T., and Caravella, M. (2012), 'More than Fit: Brand Extension Authenticity', Journal of
Marketing Research (JMR), 49 (6): 967-983. Streitfeld, D. (2011), 'Jobs Steps Down at Apple, Saying He Can’t Meet Duties', The New York Times, 24.08.11.
Taylor, D. (2009), 'Man Behind the Brand: When Brand Personality is Defined by a Person', Central Penn Business Journal, 25 (25): 11-21.

Research Journal of Business and Management-Cover

Yayın Aralığı: Yılda 4 Sayı
Başlangıç: 2014
Yayıncı: PressAcademia

Arşiv