With the message proliferation and media fragmentation, having a consistent and unique brand identity is more important than ever to create and maintain brand salience for easy consumer decision-making. This requires designing and nurturing distinctive brand assets whether they be visual, sonic or appealing to the other senses.
Definition
Brand identity reflects decisions a company makes about elements of the consumer’s tangible experience of the brand to identify and distinguish it. Brand identity encompasses brand name; distinctive brand assets; as well as how employees interact with customers. It is influenced by brand personality and/or company culture and less tangible aspects...