The central element of the identity-based approach is the brand identity. Identity must ultimately cover brand or company name.

The Economics access to the identity of brands based on social scientific research on human identity. The research on the concept of identity is the work of an English philosopher John Locke in the 17th Century. Locke distinguishes the identity as a human being, which refers to the existence of physical body as the identity of a person, which is justified only by the existence of consciousness and thought. His discoveries about personal identity still form the basis of identity research and are for the identity-based brand development or otherwise the essence of naming.

The first members of advertising psychology, Hans Domizlaff formulated in 1930s, 22 laws of natural branding. They include additional starting points for brand personality or identity of a brand name or company name. Domizlaff’s 12th Basic Law states that “a branded product is a personality” – it will thus most effectively be supported by the stamp of its personality. This thesis is supported by psychological human striving to connect a certain idea with a word: This illustrates how close is the idea to the requirements that the brand name or company name must meet.

Analogous to a person’s personality is the uniqueness of results from the sum of all the identifying characteristics that determine the identity of a brand; this constitutes its essence and uniqueness. The brand identity is the concentrated associations that will sustainably generate the mental image of the consumers. Especially in times of inflationary distribution of brands that come aimlessly and without differentiating proposition to the market, the finding as to the level and the importance of brand identity is crucial for continued success. The brand identity, supported by the brand name and company name as well as entrepreneurial understanding, visions, mission statements and objectives must be expressed in harmony with the company objectives.


An increasingly important aspect of identity is authenticity: identity must be honest and true in order to last long. When determining authenticity, elements may appear which do not only have positive connotation. In terms of long-lasting success, these elements must also be included in the brand development


Identity-oriented brand management or brand development goes beyond the unilateral demand orientation. It combines, as already described, the classical outside-in perspective of a brand with its inside-out perspective. The focus is on brand identity; It is the self-image of a brand from the perspective of internal stakeholders (inside-out). This brand identity defines the strategic goals to position the brand as a framework of brand name or company name, and uses it to control the brand image to the outside. The market reputation is as an external perception between interactions of internal brand identity.

Brand identity is formed by the relationship of the internal stakeholders to each other and the interactions between the internal and external target group of the brand. A clearly discernible brand identity must be built over a long period of time just like the identity of a person grows over several years.