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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Concept related to Brand Integrity
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
