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...