Managing and shaping brand associations to ensure positive alignment with "Brand Image": Narrative synthesis

This narrative synthesis aims to provide an overview of the strategies and tactics used by marketers brand managers manage shape associations ensure positive alignment with identity. The study is based on a review 25 relevant studies published between 2006 2021. most effective identified in included positioning, personality, storytelling, community. findings suggest that positioning can be achieved highlighting product benefits, emphasizing emotional connections, or targeting specific consumer segments. also brands strong consistent personalities are more likely perceived positively generate greater attachment loyalty among consumers. Effective storytelling involves creating reflects brand's history, values, mission, which engages consumers level fosters sense connection brand. Building community through social media, events, other channels way managing shaping associations, as it belonging identity consumers, generates word-of-mouth advocacy. emphasizes importance ensuring identity, identifying communicating core personality traits, attributes define differentiate from competitors. Overall, provides valuable insights for how consistency authenticity messaging communication.