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Brand-Building Canvas : A Brand Identity Planning Model to Infuse Mystique into Luxury Brands
in The Mystique of Luxury Brands Conference, Ho Chi Minh City, Vietnam, 9-10 November, 2023 Luxury Branding Research Centre 2023
"A growing interest in symbolic meaning coupled with the increasing importance of corporate social and environmental responsibility has turned the development of brand identity into a key task for building a brand. It is however surprising that there is a paucity of alternative brand identity planning models. Moreover, the most commonly used models were developed several decades ago and do not account for the significant changes in marketing and consumer culture caused partly by digitalization.
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The objective of this paper is to therefore derive a brand identity planning model that is coherent with contemporary consumer values and branding practices. The starting point of this conceptual paper is to define the concept of brand identity and provide an overview of the principles of ‘identity-driven branding.’ Based on conceptual research, the Brand-Self-Seven model is introduced, guiding academics and practitioners in developing a brand’s identity (self-concept) through seven major brand-building blocks. Combined with the Business Model Canvas, it is extended into the Brand-Building Canvas that can be used for both business modeling and brand identity planning."
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