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This paper has focused on reviewing brand identity as an integral strategic component in developing global brands via figuring out literature sources along with the case practices on apple iPhone and Samsung Smart Phone Brands. Researchers followed an approach as literature review along with case review to connect theory into practice by sourcing the formally published evidences. Paper provides the insights on how empirical findings being shared in literature reviews connecting the concept of Band Identity into brand related concepts and models whilst special reference is made on how the said two global brands being reviewed as cases in the literature sources. Researchers suggest propositions along with a conclusion in the forms of teaching and learning notes par with the essentials of the case-based piece of work.

Role of brand identity in developing global brands: a literature based review on case comparison between Apple Iphone vs Samsung smartphone brands