The Importance of Brand Identity in Consumer Behavior Abstract

Conclusions
The brand identity can be created in several ways. Any potential encounter with the
brand - marketing initiated or not - is the opportunity to change the mental representations
of the same and the type of information that can appear in the memory of consumers. The
presence of the brand with a strong reputation and a strong store image influences the
creation of brand identity, which in turn determines the process of consumer choice. It was
found that store image is quite significant and that helps in building brand identity. On the
other hand, the consumer tends to become loyal and not very sensitive to higher prices of
the product analyzed. In future work should consider a more appropriate way other
relevant components in brand management, such as perceived quality.
With this study, it is concluded that an important part of creating a strong brand
identity depends on the store image. Thus, in the elaboration of communication and
marketing strategies, one cannot neglected the aspects of the place where the brands it
sells.
In conclusion, the academic research of brand has practical value of connecting
with intellectual precision. Capturing and synthesizing the complexity of knowledge and
brand identity, and how the concepts change, as well as the influences, the marketing
activities, provide tremendous changes and opportunities that can improve the theory of
consumer behavior and improve the practice of brand management.
Future works should be conducted to determine if the store image, in another
product category, have or not the same importance in creating brand identity.
*The work reported in this paper was co-financed by FCT – Fundação para a Ciência e Tecnologia, Portugal
(Pest-OE/EUE/UI4005/2011) and carried out within the research centre Centro Lusíada de Investigação e
Desenvolvimento em Engenharia e Gestão Industrial (CLEGI).