Time to re-think? : A brand new approach on brand identity, Minor Field Study of the Philippines

Abstract: Abstract Background: According to Nandan, (2005) brand identity derives from a company, i.e. the company is accountable for developing distinguished merchandise with exclusive features. Brand identity is how a company identifies itself. Through Brand identity, organizations, strives towards convey its independence and uniqueness to all relevant publics. Today our world is branded. Creating a strong brand is not only for consumer goods anymore, but also for places and countries. Researchers within the area of country branding states that a strong country brand identity is the only way a country can be actors in a global market. Due to the lack of earlier research in country brand identity there is no present obtainable model to measure country brand identity. According to the fact that there is no analysis model existing, there might be difficulties to define the country brand identity of the Philippines. According to Paswan et al (2002), there is a difference between countries and products when it comes to brand identity and therefore there might be a need to develop a new model in order to define country brand identity as a complement for the already existing models. Aim: The main objective of the study is to determine country brand identity. This will be done through the process of developing an analysis model on how to determine country brand identity. The model will be developed through existing theories and will act as a complement to earlier stated research. The model will be utilized in the Philippines in order to be able to determine the brand identity of the country. The goal of the study is to be able to employ the model on all countries. In order to be able to acquire empirical data, method triangulation will be utilized. Method: The thesis will be a minor field study based on a qualitative research approach. The empirical data will be gathered through method triangulation where observations, interviews and focus groups are essential. Conclusions: It is possible to define country brand identity by developing an analysis model where culture is essential due to the fact that culture plays a big part of a country. Determinants for defining country brand identity are stated as culture integrated with reflection, personality, self-image, marketing communication and brand name.