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Corporate brand equilibrium: identity analysis

Dinko Jukić   ORCID icon ; School of merchant and commerce "Davor Milas"

Puni tekst: hrvatski, PDF (335 KB) str. 0-47 preuzimanja: 200* citiraj
APA 6th Edition
Jukić, D. (2018). Ekvilibrij korporativne marke: analiza identiteta. Oeconomica Jadertina, 8 (2), 0-47. Preuzeto s
MLA 8th Edition
Jukić, Dinko. "Ekvilibrij korporativne marke: analiza identiteta." Oeconomica Jadertina, vol. 8, br. 2, 2018, str. 0-47. Citirano 06.06.2020.
Chicago 17th Edition
Jukić, Dinko. "Ekvilibrij korporativne marke: analiza identiteta." Oeconomica Jadertina 8, br. 2 (2018): 0-47.
Jukić, D. (2018). 'Ekvilibrij korporativne marke: analiza identiteta', Oeconomica Jadertina, 8(2), str. 0-47. Preuzeto s: (Datum pristupa: 06.06.2020.)
Jukić D. Ekvilibrij korporativne marke: analiza identiteta. Oeconomica Jadertina [Internet]. 2018 [pristupljeno 06.06.2020.];8(2):0-47. Dostupno na:
D. Jukić, "Ekvilibrij korporativne marke: analiza identiteta", Oeconomica Jadertina, vol.8, br. 2, str. 0-47, 2018. [Online]. Dostupno na: [Citirano: 06.06.2020.]

The paper presents and analyses contemporary corporate brand models, brand personality constructs as well as model C2ITE. Equilibrium of the corporate brand is constituted by an integrated model of different theoretical approaches to brand phenomena. The primary model is acquired as hexagonal brand identity, as it is also a starting construct that unites the derived models. The corporate brand is causal and depends on joint communication with all C2ITE features. The corporate brand origin is the corporate identity displayed and interpreted by the ACID test model. Corporate identity is essential for several reasons: it enables further creation of the corporate brand, image and other constructs, but also because of the strategic dimension of brand positioning in consumer consciousness. The design of the brand personality is confirmed by the CBBE model dimensions. The corporate brand equilibrium is suggested by the diversification of identity, image and personality. The corporate brand must have the ability to react quickly to market changes, as well as developed collaborative approach to all participants.

Ključne riječi
brand; corporate brand; corporate identity; brand personality; model C2ITE; ACID test

Hrčak ID: 217915



Posjeta: 319 *