Methodological Framework for the Analysis of Brand Identity Construction

e purpose of this study is to develop a methodological framework for examining brand identity construction. In the fi rst part of the study, the theoretical background and conceptualization of brand identity is introduced. is section contains a comparative analysis of the most used conceptual brand identity models, which highlight key elements of the composition of brand identity in an identity-based branding approach. e second part of the study proposes the operationalization of brand identity. e third part of the study presents the operationalization schemes developed to analyze the construction of the serviceand employer brand identities of so ware and IT companies from Cluj-Napoca. e operationalization examples are based on the content analysis of the websites of 110 so ware and IT companies from Cluj-Napoca. e examination was conducted in September 2018.