Methodological Framework for the Analysis of Brand Identity Construction
Methodological Framework for the Analysis of Brand Identity Construction

Summary/Abstract: The purpose of this study is to develop a methodological framework for examining brand identity construction. In the first part of the study, the theoretical background and conceptualization of brand identity is introduced. This section contains a comparative analysis of the most used conceptual brand identity models, which highlight key elements of the composition of brand identity in an identity-based branding approach. The second part of the study proposes the operationalization of brand identity. The third part of the study presents the operationalization schemes developed to analyze the construction of the service- and employer brand identities of software and IT companies from Cluj-Napoca. The operationalization examples are based on the content analysis of the websites of 110 software and IT companies from Cluj-Napoca. The examination was conducted in September 2018.

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