What is brand identity?

All of the values the company wishes the public to associate with its product or service, to differentiate itself from its competitors. It is the promise on which all communication activities are based.

Elements such as time, experience, market competition or influence amongst consumers determines what distance there may be between the brand identity sought by the advertiser and the final perception of it by the public (brand image).

It is important not to confuse brand identity with visual identity, which is the visual expression of the brand.

Other denominations:
Corporate identity, brand identity

 
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