Brand identity planning model

A brand's identity constitutes a unique set of associations that it seeks to create or maintain. These associations represent what the brand stands for and imply a promise to customers from the organisation.

Brand identity planning model

David Aaker

Brand identity is the unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers from the organisation.

Brand identity should help establish a relationship between the brand and the customer by generating a value proposition involving functional, emotional, or self-expressive benefits.

Brand identity should be distinguished from the brand image. Brand identity represents the goals to be attained while brand image reflects the current perception of the brand.

Brand identity consists of twelve dimensions organised around...

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