A Glance at Brand Identity and Its Impact on Brand Loyalty and Brand Equity (Case Study: Kaleh Dairy and Meat Products Company)

Brand is among the most valuable properties of an organization which its proper management can pave the ground for acquiring more market share and profitability in any industry including food industry. In this line, brand identity which is an intra-organizational factor and one of the most important discussions on marketing and brand has been considered in a few studies. On this basis, present study with the purpose of studying the impact of brand identity impact on brand loyalty development and brand equity is conducted in food industry (dairy and meat products). This is a survey – type research in which questionnaire is used to collect data.In present study, Kaleh brand (Kaleh Dairy and Meat Products Company) as a well – recognized brand in Iran is selected for studying. All customers of the company in Tehran Metropolitan are selected as research statistical population and finally a sample of 476 customers was chosen. To analyze and confirm data, Structural Equations Modeling (SEM) and Confirmatory Factor Analysis (CFA) techniques are utilized.According to research findings, the impact of brand identity on both brand loyalty and brand equity in food industry was confirmed.