Business Excellence, Vol. 15 No. 1, 2021.
Review article
https://doi.org/10.22598/pi-be/2021.15.1.107
SERVICE BRAND IDENTITY ANALYSIS
Dinko Jukić
orcid.org/0000-0002-5595-4245
; Trgovačka i komercijalna škola “Davor Milas“ Osijek, Hrvatska
Božica Dunković
; Upravni odjel za ruralni razvoj, Osijek, Hrvatska
Abstract
The paper analyses the characteristics of brand identity. The notion of brand
identity is first defined, and then the notion of brand image is redefined, analysed and
synthesized. The identity and image of the brand is presented from a communicative and
semiotic aspect and compared with the role of myth and consumer self-image. The aim is
to research, present and analyse the identity and image of the service brand in
accordance with the consumer paradigm. The paper consists of three parts. The first part
analyses the brand identity from a semiotic and psychological aspect, and the second part
discusses and analyses the content of the brand image. Finally, the perceived quality of
service is discussed. The brand is first of all a consumer impression and only then a
cognitive value. Brand building involves making a difference, and creation takes place
using the mental structures of consumers. We view the image as a result of the
communication process, but also as a consumer image and experience. The image of the
service is created equally by the employees, but also by the immediate experience of the
consumers. It is concluded that the role of perceived service quality arises from consumer
satisfaction and corporate image.
Keywords
brand; identity; image; customer; service
Hrčak ID:
257994
URI
Publication date:
1.6.2021.
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