Brand identity and image matrix

A brand has a presence in three areas: internal perceptions, objective reality and the external perception.

Brand identity and image matrix

Giep Franzen

A brand has a presence in three areas:

  1. As internal perception of the sender;

  2. As objective reality; and

  3. As external perception of the recipients.

These three areas can be sub-classified into two layers: the actual reality and the ideal representation that those involved have of the brand. As shown in the diagram, this leads to six fields in which brand identity manifests itself:

  1. Self-identity: The identity that those working on a brand have for it –internal brand perceptions. This is an important component, especially with corporate brands and in service organisations.

  2. Management's...

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