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.
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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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