This table shows a Brand Identity Model Atlas, which lists all major brand identity planning models found worldwide. Tier A marks the most important models that are documented in full profiles.
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| 58 models | |||||
|---|---|---|---|---|---|
| 4-D Branding / Brand Mind Space / Brand Code Thomas Gad, 2000/2001 | A | Sweden | Consultancy or agency | Brand definition across four dimensions (functional, social, mental, spiritual), condensed into a Brand Code. | Gad, T. (2001). 4-D Branding: Cracking the Corporate Code of the Network Economy. Financial Times Prentice Hall. |
| Anatomy of Brand Identity (Anatomía de la Identidad de Marca) Alberto Wilensky, 1998 | A | Argentina | Academic | Argentine model dissecting identity into an anatomy (essence, appeal, distinctive traits), an identity genesis, a brand character and three semiotic levels. | Wilensky, A. L. (1998). La Promesa de la Marca: Claves para Diferenciarse en un Escenario Caótico. Temas Grupo Editorial. |
| Anatomy of the Brand (Anatomía de la Marca) Joan Costa, 2013 | A | Spain | Academic | Three-level brand anatomy (infrastructure, structure, superstructure) linking corporate management with brand expression. | Costa, J. (2013). Los 5 Pilares del Branding: Anatomía de la Marca [The 5 Pillars of Branding: Anatomy of the Brand]. CPC Editor. |
| B*Canvas 2.0 Carsten Baumgarth, 2018/2021 | A | Germany | Academic | German CC-licensed brand canvas transferring business-model-canvas methodology to brands, with three dimensions and fourteen elements. Version 2.0 developed with Trautmann and Jeromin. | Baumgarth, C. (2022). Markentools I: Brand Canvas: Marken Holistisch Verstehen und Managen mit dem B*Canvas 2.0. Springer Gabler. |
| Brand Asset Management Model Scott M. Davis, 2000/2002 | A | USA | Consultancy or agency | Eleven-step process in four phases with the BrandPicture and Brand Value Pyramid tools at its core. | Davis, S. M. (2000). Brand Asset Management: Driving Profitable Growth Through Your Brands. Jossey-Bass. |
| Brand Identity Planning Model David A. Aaker, 1996 | A | USA | Academic | Planning of brand identity via four perspectives (product, organization, person, symbol) with core identity, extended identity and value proposition. | Aaker, D. A. (1996). Building Strong Brands. Free Press. |
| Brand Identity Prism Jean-Noël Kapferer, 1986/1992 | A | France | Academic | Six-facet model of brand identity (physique, personality, culture, relationship, reflection, self-image), arranged on the sender/receiver and internalisation/externalisation axes. | Kapferer, J.-N. (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking (5th ed.). Kogan Page. |
| Brand Key Unilever (consumer goods company), 1990s | A | UK, Netherlands | Company | One-page brand model with eight to nine fields from root strengths to brand essence. Rooted in J. Walter Thompson planning practice. | Primary source pending |
| Brand Steering Wheel (Markensteuerrad, Icon Added Value / Esch) Icon Added Value (brand consultancy); extended by Franz-Rudolf Esch, 1990s/2000s | A | Germany | Academic; Consultancy or agency | Identity wheel with brand competence at the hub and four quadrants (benefits/attributes hard, tonality/imagery soft); two variants of one lineage. | Esch, F.-R., & Esch, D. (2024). Strategie und Technik der Markenführung [Strategy and Technique of Brand Management] (10th ed.). Vahlen. |
| Brand Vision Model David A. Aaker, 2014 | A | USA | Academic; Consultancy or agency | Successor to the Identity Planning Model: a brand vision of 6-12 elements condensed into core vision, essence and position. | Aaker, D. A. (2014). Aaker on Branding: 20 Principles That Drive Success. Morgan James Publishing. |
| Brand-Building Canvas Klaus Heine, 2016 | A | Germany | Academic | Canvas combining business-model-canvas logic with a brand identity framework: seven categories and sixteen building blocks, plus modular templates. | Heine, K. (2026). Brand-Building Canvas. Upmarkit. |
| CIS (Corporate Identity System, 企业识别系统; MI/BI/VI) Motoo Nakanishi (PAOS, CI and design consultancy), 1971/1980s | A | Japan | Consultancy or agency | East Asian tri-partite identity framework — Mind/Behaviour/Visual Identity — still the default identity-planning schema in Chinese and Japanese textbooks and agencies. Institutionalised in Greater China from the 1980s. | DECOMAS Committee (Ed.) / Nakanishi, M. [中西元男], representative editor (1971). DECOMAS: 経営戦略としてのデザイン統合 (2 vols.). Sanseido. |
| Corporate Brand Identity Matrix (CBIM) Mats Urde, 2013 | A | Sweden | Academic | 3x3 matrix of nine identity elements around a brand core. | Urde, M. (2013). The Corporate Brand Identity Matrix. Journal of Brand Management, 20(9), 742-761. |
| Corporate Branding Model (Modelo de Branding Corporativo) Paul Capriotti, 2009 | A | Spain | Academic | Ibero-American corporate branding model structuring identity into corporate philosophy (mission, vision, values) and corporate culture. | Capriotti, P. (2009). Branding Corporativo: Fundamentos para la Gestión Estratégica de la Identidad Corporativa. Colección de Libros de la Empresa. |
| De Chernatony Brand Identity Model Leslie de Chernatony, 1999 | A | UK | Academic | Brand identity as vision, culture, positioning, personality, relationships and presentation, steered via the identity-reputation gap. | de Chernatony, L. (1999). Brand Management Through Narrowing the Gap Between Brand Identity and Brand Reputation. Journal of Marketing Management, 15(1-3), 157-179; and de Chernatony, L. (2006). From Brand Vision to Brand Evaluation (2nd ed.). Butterworth-Heinemann. |
| Identity-Based Brand Management (Identitätsbasierte Markenführung) Heribert Meffert & Christoph Burmann, 1996/2002/2012 | A | Germany | Academic | Management approach contrasting the internally defined brand identity (origin, competencies, values, personality, vision, performances) with the externally formed brand image. Associated with the Bremen school of brand management. | Burmann, C., Halaszovich, T., Schade, M., & Piehler, R. (2024). Identitätsbasierte Markenführung: Grundlagen – Strategie – Umsetzung – Controlling (5th ed.). Springer Gabler. |
| Three-Hour Brand Sprint Jake Knapp (Google Ventures, venture capital firm), 2016/2017 | A | USA | Company | Time-boxed three-hour workshop of six exercises producing a one-page brand guide. | Knapp, J. (2017). The Three-Hour Brand Sprint. GV Library. |
| Brand Essence Wheel / Brand Wheel Bates Worldwide, 1990s | B | USA | Consultancy or agency | Concentric model from attributes and benefits through values and personality to the brand essence. | Primary source pending |
| Brand Flower (Markenblume) Dietrich Identity (brand consultancy), 2010s | B | Germany | Consultancy or agency | Flower diagram with one brand core, three brand values, three facets each. | Dietrich Identity. (n.d.). Marken- und Corporate-Identity-Glossar: Markenblume. |
| Brand Frame Helder (brand agency), 2010s/2020s | B | Germany | Consultancy or agency | Proprietary German brand model defining identity elements within a fixed frame structure. Berlin-based brand and design agency. | Helder. (n.d.). Brand Frame – Unser Markenmodell. |
| Brand Gestalt Model (Brand Gestalt-Modell) Andreas Wiehrdt (BrandDoctor, brand strategy consultancy), 2020s | B | Germany | Consultancy or agency | Modular German brand development model structuring holistic brand definition in eight modules. | Wiehrdt, A. (n.d.). Alternative Markenmodelle: Das Brand Gestalt-Modell. BrandDoctor. |
| Brand Identity Canvas (Alves 2022) Antonio Pedro Cruz Costa Alves, 2022 | B | Brazil | Academic | Canvas for the structured determination of a clear and relevant brand identity (ESPM graduate thesis). | Alves, A. P. C. C. (2022). Brand Identity Canvas: A Framework to Bring Clarity and Relevance to Brands [Master's Thesis, ESPM]. |
| Brand Identity Canvas (Whitlock) Jeff Whitlock, 2010s | B | USA | Practitioner | Startup-oriented brand identity canvas placing mission and vision at the top and condensing the brand into a one-word essence. | Whitlock, J. (2019, April 3). The Brand Identity Canvas. Product Coalition. |
| Brand Identity Formation Model (Модель Идентичности Бренда) Marina Borisovna Yanenko, 2016 | B | Russia | Academic | Russian brand identity formation model derived from comparing six classic identity approaches. | Яненко, М. Б. [Yanenko, M. B.] (2016). Формирование Идентичности Бренда [Formation of Brand Identity]. Практический Маркетинг [Practical Marketing]. |
| Brand Identity System Lynn B. Upshaw, 1995 | B | USA | Consultancy or agency | Total identity as the interplay of positioning and personality, expressed through name, communications and sales. | Upshaw, L. B. (1995). Building Brand Identity: A Strategy for Success in a Hostile Marketplace. Wiley. |
| Brand Leadership Model David A. Aaker & Erich Joachimsthaler, 2000 | B | USA | Academic; Consultancy or agency | Refined identity structure of essence, core and extended identity, embedded in an organizational system of brand leadership. | Aaker, D. A., & Joachimsthaler, E. (2000). Brand Leadership. Free Press. |
| Brand One / Gramco Brand Model Gramco (brand consultancy), 2000s | B | Japan | Consultancy or agency | Six-step methodology built on a purpose–vision–value-proposition core triad. | Yamada, A. (n.d.). Brand One™ — Six-Step Brand Methodology. Gramco Inc. |
| Brand Onion Bartle Bogle Hegarty (BBH) London (advertising agency), 1990s | B | UK | Consultancy or agency | Concentric model from a differentiating core through values, personality and forms of expression. Collective agency variants exist, including an Interbrand version. | Primary source pending |
| Brand Orientation and Brand Hexagon Mats Urde, 1994/1999 | B | Sweden | Academic | Brands as strategic resources, with an identity hexagon around the brand core. | Urde, M. (1999). Brand Orientation: A Mindset for Building Brands Into Strategic Resources. Journal of Marketing Management, 15(1-3), 117-133. |
| Brand Thinking Canvas Anne Miltenburg (Brand The Change, brand education initiative), 2010s | B | Netherlands | Consultancy or agency | Ring-shaped canvas from the Brand the Change toolkit guiding purpose-driven organizations through purpose, promise, values, personality and audience. | Miltenburg, A. (2015). Brand the Change: The Branding Guide for Social Entrepreneurs, Disruptors, Not-for-Profits and Corporate Troublemakers. BIS Publishers. |
| Brandgym Brand Vision / Workouts David Taylor & David Nichols (the brandgym, brand consultancy), 2000s | B | UK | Consultancy or agency | Practitioner toolkit for the brand vision and its translation into positioning and portfolio. | Taylor, D., & Nichols, D. (2010). The Brand Gym: A Practical Workout to Gain and Retain Brand Leadership (2nd ed.). Wiley. |
| Branding for Builders Gibson Biddle, 2020 | B | USA | Practitioner | Three-part framework of brand pyramid, brand attributes and brand personality for product teams. Developed drawing on Netflix product experience. | Biddle, G. (2020, November 29). Branding for Builders: How Netflix Defined a Brand That Helped It Build a Great Product. Medium. |
| Cohesive Brand (心引力品牌) Labsology 法博思品牌顧問 (brand consultancy), 2010s | B | Taiwan | Consultancy or agency | Taiwanese model integrating external recognition, internal advocacy, interaction and unification of internal and external brand. Formerly branded as Phabers. | Labsology [法博思品牌顧問]. (n.d.). 心引力品牌™ [Cohesive Brand™]. |
| Context Branding (コンテクスト・ブランディング) Satoshi Akutsu (阿久津聡) & Shigeru Ishida (石田茂), 2002 | B | Japan | Academic | Japanese model building brand value by constructing shared context across identity, image, communication and personality. | Akutsu, S. [阿久津聡], & Ishida, S. [石田茂] (2002). ブランド戦略シナリオ―コンテクスト・ブランディング [Brand Strategy Scenario: Context Branding]. ダイヤモンド社 [Diamond, Inc.]. |
| CORE Discovery Framework / Kit Jose Caballer (The Futur, online design-education platform), 2019 | B | USA | Consultancy or agency | Eight-part workshop framework taking a client from brand discovery to a documented brand strategy. | Caballer, J. (n.d.). The CORE Discovery 3.0 Framework: A Short Overview. Medium. |
| Corporate Brand Identity and Reputation Matrix (CBIRM) Mats Urde & Stephen A. Greyser, 2016 | B | Sweden, USA | Academic | Extension of the CBIM by reputation elements (Nobel Prize case). | Urde, M., & Greyser, S. A. (2016). The Corporate Brand Identity and Reputation Matrix – The Case of the Nobel Prize. Journal of Brand Management, 23(1), 89-117. |
| Corporate Identity Mix Klaus Birkigt, Marinus M. Stadler & Hans Joachim Funck, 1986 | B | Germany | Consultancy or agency | Corporate personality expressing itself through behaviour, communication and appearance, thereby producing the image. | Birkigt, K., & Stadler, M. M. (with Funck, H. J.). (1986). Corporate Identity: Grundlagen, Funktionen, Fallbeispiele [Corporate Identity: Foundations, Functions, Case Studies]. Verlag Moderne Industrie. |
| De Chernatony Brand Pyramid Leslie de Chernatony, 2006 | B | UK | Academic | Pyramid from attributes via benefits and emotional rewards to values, personality and brand essence. | de Chernatony, L. (2006). From Brand Vision to Brand Evaluation (2nd ed., p. 259). Butterworth-Heinemann. |
| Dentsu Honeycomb Model Dentsu Inc., 2000s | B | Japan | Consultancy or agency | Seven-cell honeycomb defining a brand around a central core value (symbol, authority base, benefits, ideal customer image, personality). | Primary source pending |
| Domnin Brand Identity Approach Vladimir Nikolaevich Domnin (Владимир Николаевич Домнин), 2000s | B | Russia | Academic | Russian textbook approach treating brand identity as the pivotal management concept with its own element set. | Домнин, В. Н. [Domnin, V. N.] (2022). Брендинг [Branding] (2nd ed.). Yurait. |
| Ebaqdesign 9-Step Brand Strategy Framework Arek Dvornechuck (Ebaqdesign, brand design studio) | B | USA | Consultancy or agency | Nine-step brand strategy framework from brand core (purpose, vision, mission, values) through positioning to persona, sold as a workshop kit. | Dvornechuck, A. (n.d.). 9-Step Brand Strategy Framework. Ebaqdesign. |
| Genetischer Code der Marke Institut für Markentechnik, Genf (Klaus Brandmeyer, Alexander Deichsel & Schmidt), 1990s | B | Switzerland, Germany | Academic; Consultancy or agency | Method reconstructing a brand's invariant performance and style elements as the genetic core from which brand decisions are steered. | Institut für Markentechnik, Genf (Brandmeyer, K., Deichsel, A., & Schmidt, C.). (n.d.). Der Genetische Code der Marke [The Genetic Code of the Brand] [PDF]. |
| HIT-A Brand Identity Strategy Model WK Marketing Group (brand and marketing consultancy), 2000s | B | South Korea | Consultancy or agency | Korean model deriving brand identity from heritage, industry and trend value, with a brand style tool. | WK Marketing Group. (n.d.). HIT-A™ Brand Identity. |
| Holistic Brand Model (Henrion Ludlow Schmidt) Klaus Schmidt & Chris Ludlow (Henrion Ludlow Schmidt, brand consultancy), 1990s | B | UK | Consultancy or agency | Structural model of holistic branding across the entire organisation. | Primary source pending |
| MarkenWesen Model (MarkenWesen-Modell) Publicis Sasserath Brand Consultancy (brand consultancy), 2004/2005 | B | Germany | Consultancy or agency | Brand model condensing brand values into a supporting brand idea. Associated with Publicis Sasserath. | Sasserath, M. (2005). Die Rolle eines Neuen und Erweiterten Verständnisses von Marken für Unternehmen und Deren Erfolg. In N. Janich (Ed.), Unternehmenskultur und Unternehmensidentität. Deutscher Universitätsverlag. |
| Minimum Viable Brand (MVB) Wolff Olins (brand consultancy), 2013 | B | UK | Consultancy or agency | Reduced brand definition format for young companies. Widely adopted in New Zealand. | Primary source pending |
| Minimum Viable Brand Canvas Jeremiah Gardner & Brant Cooper, 2014 | B | USA | Consultancy or agency | Lean-startup canvas developing a brand's story, values and symbols in build–measure–learn iterations. | Gardner, J., & Cooper, B. (2014). Entrepreneur's Guide to the Lean Brand. Market By Numbers. |
| National Brand Identity (NBI) Model Kim Yoo-kyung 김유경 & Kim Yoo-shin 김유신, 2012 | B | South Korea | Academic | Nation-brand identity model (social system, leadership, people, heritage) linked to nation-brand equity. | Kim, Y.-K., & Kim, Y.-S. (2012). Study of the Relationship Between Korea's National Brand Identity (NBI) and Nation Brand Equity: A Comparative Dimension Analysis of Awareness About Korea, Japan, and China in Global Market. The Korean Journal of Advertising, 23(6), 259-288. |
| Personal Branding Canvas Luigi Centenaro (BigName, consultancy), 2010s | B | Italy | Consultancy or agency | Business-model-canvas-inspired one-page canvas for defining a personal brand. | Centenaro, L. (n.d.). Personal Branding Canvas. BigName. |
| Place Brand Identity Model Maja Konečnik Ruzzier & Leslie de Chernatony, 2013 | B | Slovenia, UK | Academic | Place brand identity via vision, mission, values, personality, distinguishing preferences and benefits (Slovenia application). | Konečnik Ruzzier, M., & de Chernatony, L. (2013). Developing and Applying a Place Brand Identity Model: The Case of Slovenia. Journal of Business Research, 66(1), 45-52. |
| PRO Brand Strategy Framework Stephen Houraghan (Brand Master Academy, online training academy) | B | Australia | Consultancy or agency | Step-by-step practitioner framework and playbook for a full brand strategy engagement. | Houraghan, S. (n.d.). PRO Brand Strategy Framework. Brand Master Academy. |
| Sector Brand Identity Model Marina Toledo de Arruda Lourenção & Janaina de Moura Engracia Giraldi, 2017 | B | Brazil | Academic | Identity model for sector brands, tested on the Brazilian fashion sector. | Lourenção, M., & Giraldi, J. de M. E. (2017). Development of an Identity Model for Sector Brands. Journal of Fashion Marketing and Management, 21(3), 317-340. |
| Six-Station Corporate Identity Model Jean Yannis Suvatjis, Leslie de Chernatony & John Halikias, 2005/2012 | B | Greece, UK | Academic | Six-station model of corporate identity (from leadership to human potential). | Suvatjis, J., de Chernatony, L., & Halikias, J. (2012). Assessing the Six-Station Corporate Identity Model: A Polymorphic Model. Journal of Product & Brand Management, 21(3), 153-166. |
| Strategy-Maker-Based Brand Identity Planning Model (基于战略制定者的品牌识别规划模型) Bao Jianqiang (鲍建强), 2024 | B | China | Academic | Chinese academic model planning brand identity from the strategy-maker's perspective. | 鲍建强 [Bao Jianqiang] (2024). 品牌识别：战略规划与创意赋能 [Brand Identity: Strategic Planning and Creative Empowerment]. Beijing: China Social Sciences Press (中国社会科学出版社). |
| TAIKN Brand Identity and Management Model (Markenidentitäts- und -Führungsmodell) Achim Burkhardt & Henrike Göpel (TAIKN, brand consultancy), 2011 | B | Germany | Consultancy or agency | Concentric-ring model placing an inner identity core inside a target-group ring and a touchpoint ring. | Burkhardt, A., & Göpel, H. (n.d.). Das TAIKN-Markenmodell [Whitepaper]. TAIKN. |
| TBA Branding Model (Think, Be & Act; Modelo de Branding TBA) Emilio Llopis, 2010s | B | Spain | Consultancy or agency | Spanish branding model for SMEs aligning identity blocks so the brand thinks, is and acts coherently. | Llopis Sancho, E. (2011). Branding & Pyme: Un Modelo de Creación de Marca para Pymes y Emprendedores. Bubok Publishing. |
| The Brand Canvas Model brandcom (Agency), 2018 | B | Germany | Consultancy or agency | German brand canvas in three blocks and eleven fields — set-up, alignment (incl. brand promise, story and differentiation) and derivation (corporate design, brand personality, marketing strategy); a B2B adaptation exists from the agency hellblau. | brandcom. (2018). BC Brand Canvas Model (v2) [PDF]. |
| The Brand Strategy Canvas Patrick Woods (Archer Malmo, Advertising Agency), 2019 | B | USA | Consultancy or agency | One-page, ten-box brand strategy canvas for startups spanning market opportunity, benefits, positioning, brand essence, values, personality and key messages. | Woods, P. (2019). The Brand Strategy Canvas: A One-Page Guide for Startups. Apress. |