Summary MNM3710: Brand Management made easy peasy lemon squeezy

What is Brand identity?

Answer: Brand Identity defines what brand stands for and how is different from other brands in its category. It presents the value of a relationship with the brand. Brand identity is designed by an organisation to clearly express what particular purpose the brand serves and how this purpose is unique and adds value to stakeholder’s lives. Brand identity consequently presents the DNA of the brand and shapes the “cornerstone to brand strategy”. Brand identity is central to brand strategy and to all brand-building decisions and actions. The brand identity refers to the strategic goal for a brand and is aspirational from the brand owner’s point of view. Brand identity as a strategic concept is core to brand strategy because of the shift from seller-centric to stakeholder-centric brand building.

What is Brand image

Answer: Brand image is what currently resides in the minds of consumers. The brand image is the total perception of the customer about the brand, which ranges from personal experience, world of mouth, advertising and packaging to service levels. The brand image also concludes the psychological gratification consumer experience when they buy a well-known brand. It is not easy to change the brand image because it has been reinforced in the consumer’s brand.

What\'s the difference between Brand Identity and Brand Image?

Answer: 1 Brand identity develops from the source or the company. Brand image is perceived by the receiver or the consumer. 2 Brand message is tied together in terms of brand identity. Brand message is untied by the consumer in the form of brand image. 3 The general meaning of brand identity is “who you really are?” The general meaning of brand image is “How market perceives you?” 4 It’s nature is that it is substance oriented or strategic. It’s nature is that it is appearance oriented or tactical. 5 Brand identity symbolizes firms’ reality. Brand image symbolizes perception of consumers 6 Brand identity represents “your desire”. Brand image represents “others view” 7 Brand identity is enduring. Brand Image is superficial. 8 Brand Identity is looking ahead. Brand Image is looking back. 9 Brand Identity is active. Brand Image is passive. 10 Brand Identity signifies “where you want to be”. Brand Image signifies “what you have got”. 11 Brand Identity is total promise that a company makes to consumers. Brand Image is total consumers’ perception about the brand.