Exploratory Study of Scale Development for Brand DNA

This study aims to define a framework for the concept of brand DNA as a preliminary step toward developing a measure for this concept. Brand DNA encompasses distinctive features that serve as the foundation for building a strong brand and achieving a competitive advantage. However, previous studies offering a structured framework for decoding Brand DNA remain limited, which underscores the relevance of the current research. The methodology of Churchill (1997) was utilized to explore this concept using data collected from a quota sample of Egyptians. The results contribute to the development of both theoretical and practical knowledge, directing marketer’s attention towards adopting the brand DNA concept to build competitive brand identities, improve marketing practices, and open avenues for future research in this field. The findings also highlight the need to clearly define and develop a valid measurement tool for this concept, while recommending studying this concept in conjunction with other related concepts.