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Brand Identity vs Brand Image


  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.


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Authorship/Referencing - About the Author(s)

The article is Written By “Prachi Juneja” and Reviewed By Management Study Guide Content Team. MSG Content Team comprises experienced Faculty Member, Professionals and Subject Matter Experts. We are a ISO 2001:2015 Certified Education Provider. To Know more, click on About Us. The use of this material is free for learning and education purpose. Please reference authorship of content used, including link(s) to ManagementStudyGuide.com and the content page url.


Brand Management