Antonio Pedro Alves

Escola Superior de Propaganda e Marketing | ESPM · Department of Marketing

Objective: This paper aimed to provide a systematic review of brand identity and understand how literature streams impact the current brand identity frameworks. Method: There are few systematic reviews about this salient topic, and the existing ones have not analyzed how the research in brand identity has evolved in the last 30 years, what have bee...

Purpose: Co-creation is a growing theme in the branding landscape, particularly regarding brand identity. Scholars argue that brands are no longer stable, permanent, or unilaterally defined but should be dynamic and co-created with several stakeholders. However, these two different views about brand identity reveal a dilemma: to co-create or not to...

This master’s thesis presents a new brand identity model for consumer goods called Brand Identity Canvas (BIC), with the objective of helping academics and practitioners build more relevant and stronger brands. Our work updates the current and most influential brand identity models theorised mainly in the 1990s, including components and discussing...