The Brand-Self-Seven Brand Identity Planning Model

Block IV: Brand Relationships


The Brand-Self-Seven Brand Identity Planning Model: Brand Relationships



 The Brand Relationship block describes the mode of conduct and operation a brand aims to establish with its target customers and other stakeholders. It impacts the way a brand behaves, delivers services and communicates with customers. Companies like Uber created competitive advantages by disrupting the established relational roles in their industry (from driver/passenger to entrepreneur/supporter).









Source: Heine, K. (2019) Build a Brand to Change your World. Upmarkit: Tallinn.

Aaker, D.A. (2010) Building Strong Brands. Simon & Schuster: London; Esch, F.-R. (2017) Strategie und Technik der Markenführung, 9th ed., Vahlen: Munich.

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