What is a brand identity system?

What is a brand identity system?

A Brand Identity System is a collection of elements which work together to create unified, consistent and flexible brand assets that communicate the brand value to the target audience effectively.

What is Uber’s brand identity?

Uber takes its brand identity quite seriously. Calling their brand elements “a system, not assets”. Uber’s branding identity consists of 9 main elements. Each element is chosen to make the brand easy to represent in both digital and physical forms.

How does this research contribute to the literature on brand identity?

This research contributes to the literature in several ways. First, it extends previous research by providing empirical evidences on the study of corporate brand identity management and adopting the perspective of employees.

Is corporate brand identity management relevant to the UK banking sector?

To reach this objective, corporate brand identity management is explored from the employees’ perspective in a sector of great interest, the UK banking sector. In addition, the research analyses the relationship between corporate brand identity management and employees’ attitudes and behaviours.