Above the line advertising. It is still a key tool for building brands

Paul Feldwick,
BMP DDB Ltd, United Kingdom

WHAT IS BRAND IDENTITY?

Brand identity, as I shall use the term, is not a scientific construct that can be accurately defined or measured. It is more accurately seen as a metaphor. Just as individuals create and define themselves both internally and externally, so do brands.

A brand name, and the organisation or aspect of an organisation that it represents, is associated with a history, a defined position in the world, particular skills and talents and also weaknesses, certain characteristic behaviours which create the impression of a coherent 'personality', a life script or set of goals, and a value system.

In all these respects it is closely analogous to the human individual. The total of all these related elements is what I, following Professor Kapferer1 call the brand's identity.