What we know about brand identity and brand assets

Current thinking and writing on the topic of brand identity and image: the values and purpose a company wishes to portray on the one hand (brand identity) against its actual set of perceptions and opinions that consumers have in mind – what the brand stands for (brand image).

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.


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...

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