18-21 Identity Spread Def
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Resource-based view Supply
Demand
competitive advantage
Brand Identity
Customer needs
flows from resources and
Identity fits with resources
(Current marketing
capabilities
paradigm)
Identity-based marketing A company’s leading concept should be to balance customer needs and brand identity
19
• Building trust and relations by being
Brand Identity
recognizable and trustworthy • Companies learn customers about latent needs
Customer needs
• Company changes its competences and identity to better satisfy customers needs
20
21
Demand
competitive advantage
Brand Identity
Customer needs
flows from resources and
Identity fits with resources
(Current marketing
capabilities
paradigm)
Identity-based marketing A company’s leading concept should be to balance customer needs and brand identity
19
• Building trust and relations by being
Brand Identity
recognizable and trustworthy • Companies learn customers about latent needs
Customer needs
• Company changes its competences and identity to better satisfy customers needs
20
21
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