WHAT ARE THE INTERNAL REASONS FOR BRAND IDENTITY EROSION?

Abstract: Purpose: To explore why brands lose control over their identity due to internal actions or lack of actions when needed. The paper examines the key elements brands should focus on internally to prevent brand identity erosion which can negatively impact brand performance. Methodology: This paper explains the relevance of brand identity by a literature review and further builds on fundamental causes for brand identity erosion by assessing case studies of brands identity declines with the scope of creating a general pattern. Findings: The findings of this paper point out the critical elements that the Brand Manager should take into account when considering identity and the general patterns to be avoided to prevent identity erosion. Original/ Value: Existing research is focused on elements of the brand-building process. This paper is taking brand building in reverse, starting from case studies linked to key internal reasons. The goal is to analyze the consequences of the internal actions or lack of actions.