Challenges of Analyzing the Complex Nature of a Brand via Input and Output Perspectives

Abstract

The paper analyses the complex nature of a brand and interprets it through the two opposite perspectives of input and output. A brand should be interpreted from the input perspective as the way managers emphasize the use of resources to achieve a customer response. In the paper, this perspective is presented through the concept of brand identity. The opposite perspective on a brand is the output perspective which underpinned the customer’s evaluation of a brand and is presented via the concept of customer- based brand equity, consisting of brand awareness, image, perceived quality and loyalty dimensions.Although the concepts presented involve two opposing perspectives of brands (managers vs. customers), the author suggests we should treat them as interrelated and connected approaches to modern brand analysis. Key words: brand, identity, customer- based brand equity