Family identity elements
| Category | Authors | Model/framework (if applicable) | Concepts |
|---|---|---|---|
| CI | Aaker (1996) | Brand identity planning model | Organisational associations |
| Gray and Balmer (1998) | Company strategy, philosophy, organisational design | ||
| Balmer (2001b) | Strategy, structure, history, business activities, market scope | ||
| Harris and de Chernatony (2001) | The identity–reputation gap model of brand management | Vision | |
| Hatch and Schultz (2003) | The corporate branding tool kit | Strategic vision | |
| Burmann et al. (2009) | Heritage, organisational capabilities, values, vision, core offering | ||
| Melewar and Karaosmanoglu (2006); Melewar et al. (2018) | The revised categorisation of CI dimensions; CI taxonomy | Corporate design, corporate structure, industry identity, corporate strategy | |
| Abratt and Kleyn (2012) | Strategic choices (e.g., mission, vision, values, strategy, strategy formulation and implementation) | ||
| Suvatjis et al. (2012) | Six-station CI model | Head factor (mission, values and leadership), strategy factor (corporate strategy) | |
| Kitchen et al. (2013) | Mission statement, organisational founder | ||
| Astrachan et al. (2018), Greyser and Urde (2019); Urde (2013) | The corporate brand identity matrix (CBIM); family business brand identity, portrayal and reputation matrix | Internal: mission and vision (what is our direction and inspiration); competencies (what are we particularly good at) | |
| Tőkés (2020) | Dimensions of brand identity | Origin, mission/vision, values, competencies, offer | |
| Tourky et al. (2020) | Mission and values dissemination, founder transformational leadership | ||
| Holtzhausen (2021) | CI categories | Actual identity | |
| CP | Aaker (1996) | Brand identity planning model | Brand personality |
| Gray and Balmer (1998) | Culture | ||
| Harris and de Chernatony (2001) | The identity-reputation gap model of brand management | Culture (e.g., artefacts, values and mental models), personality | |
| Balmer (2001a) | The corporate culture around the organisation’s founder, cultural mix | ||
| Hatch and Schultz (2003) | The corporate branding tool kit | Organisational culture | |
| Burmann et al. (2009) | Personality | ||
| Balmer and Greyser (2006) | The six C’s of corporate marketing | Culture, character | |
| Van Riel and Fombrun (2007) | Identity mix | Behaviour | |
| Melewar and Karaosmanoglu (2006); Melewar et al. (2018) | The revised categorisation of CI dimensions; CI taxonomy | Corporate culture, corporate behaviour | |
| Suvatjis et al. (2012) | The six-station CI model | Critical triplet station (corporate reputation, image and personality) | |
| Kapferer (2012) | The (brand) identity prism | Culture (of the brand), personality | |
| Abratt and Kleyn (2012) | Strategic choices (culture) | ||
| Kitchen et al. (2013) | Corporate culture, behaviour | ||
| Astrachan et al. (2018), Greyser and Urde (2019); Urde (2013) | The CBIM; family business brand identity, portrayal and reputation matrix | Internal: culture (attitudes, how we work and behave) | |
| Tourky et al. (2020) | Top management behavioural leadership, employee identification | ||
| CE | Aaker (1996) | Brand identity planning model | Product-related associations, the brand as a symbol (e.g. visual images; heritage) |
| Harris and de Chernatony (2001) | The identity–reputation gap model of brand management | Creativity factor (visual identity), communication (all forms of communication), human factor (employees and stakeholders) | |
| Hatch and Schultz (2003) | The corporate branding tool kit | Relationships (e.g. to staff, customers and other stakeholders), positioning, presentation | |
| Balmer and Greyser (2006) | The six C’s of corporate marketing | Product-related associations, the brand as a symbol (e.g. visual images, heritage) | |
| Van Riel and Fombrun (2007) | Identity mix | Internal/external: expression (the way we communicate ourselves); brand core (promises and core value); external: (intended) position in the minds of the market; value proposition to customers and other stakeholders; relationships (interactions with key customers and non-customer stakeholders) | |
| Melewar and Karaosmanoglu (2006); Melewar et al. (2018) | The revised categorisation of CI dimensions; CI taxonomy | Corporate image | |
| Suvatjis et al. (2012) | The six-station CI model | Relationships; self-image (how the brand reflects the consumers’ inner relationship), customer reflection (how they wish to be seen as users of the brand), physique (the product features) | |
| Abratt and Kleyn (2012) | CE (visual identity, brand promise, brand personality, brand communication) | ||
| Kapferer (2012) | The (brand) identity prism | Communication, symbolism | |
| Kitchen et al. (2013) | Communication, visual identity | ||
| Astrachan et al. (2018), Greyser and Urde (2019); Urde (2013) | The CBIM; family business brand identity, portrayal and reputation matrix | Communication, constituencies (e.g. stakeholders), covenant (what is promised), conceptualisations (corporate reputation) | |
| Tourky et al. (2020) | Consistent image | ||
| Holtzhausen (2021) | CI categories | Communicated identity, conceived identity, ideal identity, desired identity, brand identity |
| Category | Authors | Model/framework (if applicable) | Concepts |
|---|---|---|---|
| Brand identity planning model | Organisational associations | ||
| Company strategy, philosophy, organisational design | |||
| Strategy, structure, history, business activities, market scope | |||
| The identity–reputation gap model of brand management | Vision | ||
| The corporate branding tool kit | Strategic vision | ||
| Heritage, organisational capabilities, values, vision, core offering | |||
| The revised categorisation of CI dimensions; CI taxonomy | Corporate design, corporate structure, industry identity, corporate strategy | ||
| Strategic choices (e.g., mission, vision, values, strategy, strategy formulation and implementation) | |||
| Six-station CI model | Head factor (mission, values and leadership), strategy factor (corporate strategy) | ||
| Mission statement, organisational founder | |||
| The corporate brand identity matrix (CBIM); family business brand identity, portrayal and reputation matrix | Internal: mission and vision (what is our direction and inspiration); competencies (what are we particularly good at) | ||
| Dimensions of brand identity | Origin, mission/vision, values, competencies, offer | ||
| Mission and values dissemination, founder transformational leadership | |||
| CI categories | Actual identity | ||
| Brand identity planning model | Brand personality | ||
| Culture | |||
| The identity-reputation gap model of brand management | Culture (e.g., artefacts, values and mental models), personality | ||
| The corporate culture around the organisation’s founder, cultural mix | |||
| The corporate branding tool kit | Organisational culture | ||
| Personality | |||
| The six C’s of corporate marketing | Culture, character | ||
| Identity mix | Behaviour | ||
| The revised categorisation of CI dimensions; CI taxonomy | Corporate culture, corporate behaviour | ||
| The six-station CI model | Critical triplet station (corporate reputation, image and personality) | ||
| The (brand) identity prism | Culture (of the brand), personality | ||
| Strategic choices (culture) | |||
| Corporate culture, behaviour | |||
| The CBIM; family business brand identity, portrayal and reputation matrix | Internal: culture (attitudes, how we work and behave) | ||
| Top management behavioural leadership, employee identification | |||
| Brand identity planning model | Product-related associations, the brand as a symbol (e.g. visual images; heritage) | ||
| The identity–reputation gap model of brand management | Creativity factor (visual identity), communication (all forms of communication), human factor (employees and stakeholders) | ||
| The corporate branding tool kit | Relationships (e.g. to staff, customers and other stakeholders), positioning, presentation | ||
| The six C’s of corporate marketing | Product-related associations, the brand as a symbol (e.g. visual images, heritage) | ||
| Identity mix | Internal/external: expression (the way we communicate ourselves); brand core (promises and core value); external: (intended) position in the minds of the market; value proposition to customers and other stakeholders; relationships (interactions with key customers and non-customer stakeholders) | ||
| The revised categorisation of CI dimensions; CI taxonomy | Corporate image | ||
| The six-station CI model | Relationships; self-image (how the brand reflects the consumers’ inner relationship), customer reflection (how they wish to be seen as users of the brand), physique (the product features) | ||
| CE (visual identity, brand promise, brand personality, brand communication) | |||
| The (brand) identity prism | Communication, symbolism | ||
| Communication, visual identity | |||
| The CBIM; family business brand identity, portrayal and reputation matrix | Communication, constituencies (e.g. stakeholders), covenant (what is promised), conceptualisations (corporate reputation) | ||
| Consistent image | |||
| CI categories | Communicated identity, conceived identity, ideal identity, desired identity, brand identity |
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