What we know about brand identity and image

Current thinking and writing on the topic of brand identity and image: the values and purpose a company wishes to portray on the one hand (brand identity) against its actual set of perceptions and opinions that consumers have in mind – what the brand stands for (brand image).

With the message proliferation and media fragmentation, having a consistent and unique brand identity is more important than ever to create and maintain brand salience for easy consumer decision-making. This requires designing and nurturing distinctive...