Applying the AC4 ID Test for Effective Brand Management

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Applying the AC4 ID Test for Effective Brand Management

Introduction

The AC4 ID Test diagnostic framework was developed by Balmer (2012), who insists that senior managers need and have to recognize the importance of the multi-faceted nature of brand management. In marketing, the most important asset and one which can be manipulated to the benefit of the company. A good brand is not only sought after by the company itself but also by other stakeholders. Consumers are drawn to successful brand names. In addition, suppliers and investors tend to trust more in successful brand names more. At the first interaction, the corporate brand promises a surety of services that will be delivered. With continuous interaction, an identity is identified. That is, the customer and…