Brand identity-image congruence: A framework for business-to-business banks in South Africa

Abstract

Purpose: A fundamental element of brand-building is communicating what a brand is and what it stands for. Clarifying a brand’s identity may yield sustained competitive advantage. Moreover, aligning a brand’s identity to its image is vital in business-to-business (B2B) services, where a firm’s actual character and performance serve as critical sources of differentiation. This study proposes a comprehensive Brand Identity-Image Congruence (BI-IC) framework for B2B banks within South Africa. Methodology: An interpretivist qualitative research design was adopted. The BI-IC framework was derived from an empirical exploration of the applicability of the Brand Identity Prism (BIP) in selected B2B banks. To explore the applicability of the BIP dimensions, depth interviews were conducted with bank marketing executives who were instrumental in brand strategy formulation. Findings: The findings revealed that some BIP dimensions (physique, personality, culture and relationships) were applicable to the study context, while reflection and self-image were inapplicable in the same sector. Consequently, an amended version of the BIP is submitted in the form of a BI-IC conceptual framework for B2B banks. Originality/value: This study contributes to two areas of the brand identity school: (i) it empirically explored the applicability of the BIP in a new context; and (ii) the BI-IC framework is the first of its kind as there is no universally accepted B2B bank Brand Identity-Image Congruence framework. Therefore, this study makes a unique contribution to brand management literature.