Abstract

ZWAKALA, Kuhle Mkanyiseli  and  STEENKAMP, Pieter. Brand identity-image fit in professional services in South Africa: Is brand co-creation a panacea?. JCMAN [online]. 2023, vol.20, n.1, pp.444-473. ISSN 1815-7440.  http://dx.doi.org/10.35683/jcm1038.204.

PURPOSE OF THE STUDY: Brand identity and image research in the services sectors are underdeveloped. This study examines the constructs through the lens of service-dominant factors. Their synchronisation is particularly crucial in services as brand identity clarification serves as a point of difference. This study examined brand identity-image (in)congruence in the South African banking sector. Furthermore, as conceptual ambiguities and overlaps in current brand management approaches hinder the development of the corpus, we consolidate the schools of thought within a coherent framework DESIGN/METHODOLOGY/APPROACH: An interpretivist exploratory qualitative research design was adopted. In-depth interviews were conducted with marketing executives who were instrumental in brand strategy formulation to extrapolate banks' brand identities. To infer brand image for comparative purposes, in-depth interviews were conducted with banks' clients in the law firm sector FINDINGS: The study presents evidence of brand identity-image incongruence in South African banks. We submit a new framework that may be a panacea to fragmented bank brand identities RECOMMENDATIONS/VALUE: This study provides new insights into extant brand identity theories through reconfiguring overlapping brand management schools MANAGERIAL IMPLICATIONS: The study attempts to minimise the apparent brand management science-practice/industry gap specifically on brand identity and image constructs. We suggest an agile approach to how professional services can build coherent brands JEL CLASSIFICATION: G21; M14; M31

Keywords : Banks; Brand co-creation; Brand identity; Brand image; Services.

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