A Theoretical Study on the B·I Integrated Framework Based on Maslow’s Self-Actualization Needs

Many companies remain trapped in functional and price-based competition, resulting in brand homogenization. In contrast, the era of self-actualization emphasizes consumers’ pursuit of personal growth and potential fulfillment. Within this context, a brand’s cultural engagement becomes a key driver of meaningful communication and resonance. This study explores Brand Identity through Maslow’s Self-Actualization Needs and introduces the SABIS Framework as a strategic tool. SABIS integrates SA (Self-Actualization), B (Based on self-actualization), BI (Brand Identity), and S (Strategy), offering a structured approach to building brand identity and guiding effective brand communication.