Brand Identity and Its Effect on Consumer Behaviour

Marketing that is known today, strives for achieving distinctiveness among competitors on the market. In order to accomplish such goal, the primary step involves creating and building strong brand elements, which form a unique brand identity. It is important to ensure identification of the brand with consumers, and to develop positive relationship and loyalty. The aim of this paper is to discuss brand identity with regards to consumer behaviour and how brand awareness is developed with specific brand elements. Based on the case study research, it is indicated how strong brands and recognizable elements of the brand identity affect the consumers’ decision and willingness to purchase such branded products, even to the extent of paying higher price. It creates consumer loyalty, while consequently guiding toward establishing long-term relationships with those companies