What is Brand Integrity?

Brand integrity definition: brand integrity is how a consumer views a brand based on its products, messaging, and real-world actions.

Brand integrity is closely tied to:

• Brand image
• Brand authenticity

But refers to the emotional side of how consumers view a brand.

Consumers expect brands to act authentically and keep the promises they have made. If they fail to do so, it can be damaging.

For example:

Volvo’s brand is built on safety.

If they take actions to support this cause – like their promise to impose a 112 miles per hour speed limit on all of their cars, they are acting with brand integrity.

However, if they were to pioneer a new range of gas-guzzling muscle cars without seatbelts, they would be acting without brand integrity.

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Popularity of the term Brand Integrity

Concept related to Brand Integrity

• Brand consistency
• Brand image

Additional resources about Brand Integrity

• Brand Integrity: How To Earn & Keep Trust From Your Customers
• Why brand integrity matters
• 5 tips for building & maintaining brand integrity