Brand identity

What is brand identity?

Definition of brand identity
“The visible elements of a brand (such as colors, design, logotype, name, symbol) that together identify and distinguish the brand in the consumers’ mind.”

It is how an organization seeks to identify itself. It represents how an organization wants to be perceived in the market. An organization communicates its identity to the consumers through its branding and marketing strategies. A brand is unique due to its identity. Brand identity includes following elements – Brand vision, brand culture, positioning, personality, relationships, and presentations.

Brand identity is promise that an organization makes to consumers. The brand can be perceived as a product, a personality, a set of values, and a position it occupies in consumer’s minds. Brand identity is all that an organization wants the brand to be considered as. It is a feature linked with a specific company, product, service or individual. It is a way of externally expressing a brand to the world.

What is brand image?

Definition of brand image
“The impression in the consumers’ mind of a brand’s total personality (real and imaginary qualities and shortcomings). Brand image is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers’ direct experience.”

Brand image is the current view of the customers about a brand. It can be defined as a unique bundle of associations within the minds of target customers. It signifies what the brand presently stands for. It is a set of beliefs held about a specific brand. In short, it is nothing but the consumers’ perception about the product.

Brand image is the overall impression in consumers’ mind that is formed from all sources. Consumers develop various associations with the brand. Based on these associations, they form brand image. Example Volvo is associated with safety

What are the differences between brand identity and brand image?


Brand identity is how you want your company to be seen.

Brand image is how your company is seen and experienced by everyone else.


What is the relationship between brand identity and brand image?


From a company perspective brand identity would overlap as much as possible.

Compare differrent brand identity models

Kapferer’s Brand Identity Prism


6 key elements to evaluate the strength of a brand:


The basic of your brand’s identity will be determined by its “Physique”. The physical characteristics and the primary objective of your product or service create some specific images, ideas and emotions among the consumers.


Here the term “personality” stands for the character of the brand. By making contacts with consumers in some specific ways, organizations try to make consumers’ realize that they have actually constituted an individual with a certain character that always speak to them.


The culture of the brand establishes link between brand organizations. Many companies are clearly depicting the country of their origin. For instance, the soft drink giant Coca-Cola always highlights the value of America; the country of its origin. The luxury carmaker Mercedes-Benz always appeals to German value and the Citroen highlights the French value.


Here the term “Relationship” signifies the relationship between the customers’ and the brand. A brand can symbolize some specific relationship between two people, such as mother and child, bond of two friends, teacher and student, etc. To highlight the aspect, a brand manager is highly required for an organization who can present the idea of depicting a relationship in a well-processed manner.


This aspect signifies the reference direct to the stereotypical consumer of the brand. If you think of the term of “Reflection”, you can take the example of Coca-Cola that basically targets the consumer aged between 15 to 18 and they promotes the values such as sporty, fun and friendship, when their actual target is much broader. In his book, professor Kapferer stated that there is no requirement to hire a brand manager to make a significant reflection of the actual group in their advertisement campaign, but rather they should present a group that can appeal to the entire member to the target group.


The term “Self-image” stands for a mirror held by the targeted group itself. For example, a driver who used to drive a Porsche can easily indulge in a thought that he is a rich man, as he can afford such a high-class expensive car. When a company develops its brand identity, the brand manager should take such facts into account. We can take another example of Lacoste, as researchers have found that consumers of the brand always love to consider themselves as members of a sports club.


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