Building Brand Identity in IT Markets: a Conceptual Model by

Abstract. The purpose of this conceptual paper is to identify the key elements of brand building based on a literature review, preliminary surveys and a case study of successful IT brand in Bulgaria. The paper suggests a framework for building brand identity based on M2BC (Multimodal Brand Communication) model. A combined research and development process is conducted in order to derive M2BC conceptual model. This process integrates a broad literature search, incl. analysis of secondary data from Interbrand reports, followed by a different types of surveys based on RepBrand methodology, NetPromoter scale and other techniques for measuring brand reputation and brand identity. A case study of a popular Bulgarian IT brand is used to illustrate the importance of the key elements in building brands in highly competitive markets. The author concludes by discussing the possibilities for building brand identity in highly dynamic markets as well as the opportunities for further research