External operating factor: Customers
They affect brand identity by shaping its promise and influencing loyalty → Example: In a bakery, offering gluten-free options builds an inclusive brand image.
Internal environment factor: Owners and managers
They affect brand identity by setting its direction and ensuring marketing supports it → Example: In a bakery, the owner promotes a “fresh every morning” message and adjusts the plan to uphold it.
External macro factor: Economic Forces
They affect brand identity by shaping pricing strategies to maintain appeal → Example: In a bakery, budget deals during downturns maintain a “community-friendly” image.
External operating factor: Competitors
They affect brand identity by pushing it to create a point of difference → Example: In a bakery, selling unique pastries not found nearby creates a distinct brand identity.
External macro factor: Technological Forces
They affect brand identity by expanding its reach and visibility → Example: In a bakery, daily bread photos on social media create a modern brand image.
External macro factor: Social Forces
They affect brand identity by influencing its personality through trends and values → Example: In a bakery, offering plant-based options aligns with a socially conscious image.
Internal environment factor: Culture
They affect brand identity by embedding its values into operations → Example: In a bakery, using only local ingredients supports a “local and sustainable” brand identity.
