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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