Brand Identity vs Brand Image

Co-branding – Meaning, Types and Advantages and Disadvantages

What is Co-branding Co branding is the utilization of two or more brands to name a new product. The ingredient brands help each other to achieve their aims. The overall synchronization between the brand pair and the new product has to be kept in mind. Example of co-branding – Citibank co-branded with MTV to launch…

What is Brand Loyalty and How to Develop It

Brand Loyalty is a scenario where the consumer fears purchasing and consuming product from another brand which he does not trust. It is measured through methods like word of mouth publicity, repetitive buying, price sensitivity, commitment, brand trust, customer satisfaction, etc. Brand loyalty is the extent to which a consumer constantly buys the same brand…

Brand Management Challenges in Changing Times

Last few decades have changed our world beyond recognition. There has been unprecedented progress in all spheres of life. Technology and scientific advancement has played major role affecting all parts of the economy, politics as well as markets. With globalization and opening of markets we see a lot of changes in the way business is…

Categories

	Brand Identity	Brand Image
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	It is enduring.	It is superficial.
8	Identity is looking ahead.	Image is looking back.
9	Identity is active.	Image is passive.
10	It signifies “where you want to be”.	It signifies “what you have got”.
11	It is total promise that a company makes to consumers.	It is total consumers’ perception about the brand.

Focus on shaping your brand identity, brand image will follow.

Article Written by

Himanshu Juneja

Himanshu Juneja, the founder of Management Study Guide (MSG), is a commerce graduate from Delhi University and an MBA holder from the esteemed Institute of Management Technology (IMT). He has always been someone deeply rooted in academic excellence and driven by a relentless desire to create value. Recently, he was honored with the “Most Aspiring Entrepreneur and Management Coach of 2025 (Blindwink Awards 2025)” award, a testament to his hard work, vision, and the value MSG continues to deliver to the global community.