Middle-age brand identity crisis

Objective: This paper aimed to provide a systematic review of brand identity and understand how literature streams impact the current frameworks. Method: There are few reviews about this salient topic, existing ones have not analyzed research in has evolved last 30 years, what been leading gaps, which future avenues study could be pursued. To fill gap, 67 articles published 24 academic journals (Academic Journal Guide grades 3, 4, 4*) between 1990 2021. Main Results: Five key were identified: frameworks; consumer behavior; corporate branding; visual identity; co-creation. Despite impressive progress made over our points out we defined as “middle-age crisis”, since there is still no convergence among scholars would its main components. Also, uncover concepts ideas that previously included Relevance / Originality: performed comprehensive analysis literature, highlighting essential recent considered by frameworks connecting it branding constructs. We also identified lack consensus regarding components dimensions. Theoretical Methodological Contributions: contributes presenting new framework shed light on interactions with other constructs, proposing core (brand essence) extended (composed personality, relationship, symbology, cultural expressions). A taxonomy proposed, complexity tangibility