Brand identity and image matrix

Giep Franzen

A brand has a presence in three areas: internal perceptions, objective reality and the external perception.

Brand identity and image matrix

Giep Franzen

A brand has a presence in three areas:

  1. As internal perception of the sender;

  2. As objective reality; and

  3. As external perception of the recipients.

These three areas can be sub-classified into two layers: the actual reality and the ideal representation that those involved have of the brand. As shown in the diagram, this leads to six fields in which brand identity manifests itself:

  1. Self-identity: The identity that those working on a brand have for it –internal brand perceptions. This is an important component, especially with corporate brands and in service organisations.

  2. Management's...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands