Brand identity strategy model
Lynn Upshaw
The brand identity strategy model distinguishes between brand image and brand identity.
The concept of image often refers to a wide range of brand associations; it also tends to represent a shallow reflection of a brand. Brand identity refers to that part of a brand that makes it more attractive as a possible purchase. It is a product of the melding of a brand's positioning and strategic personality, and the singular way in which those two components stream together.
Brand positioning is what a brand stands for in the minds of customers in terms...