Brand identity and brand image

Our third task is about the study of brand identity and brand image. The problem that we came up with was How to communicate brand identity and image. 

Learning Objectives: What is difference between brand identity and brand image?

Definition of brand image: a brand's image is derived from the words that come to mind when someone is describing your brand. In other words, the brand identity is any audio or visual element that allows people to easily recognise your brand name.

For example, when we talking about McDonald's brand image,words such as "unhealthy", "obesity", "fast food", which I am sure is a far away from how they think of their brand image and how they want people to identify with their brand. McDonald's wants us to perceive their brand as "fast", "convenient", "family oriented", and even "fun". 

Definition of brand identity: How a business wants [their] brand's name, communication style, logo and other visual elements to be perceived by consumers.(Tracy Sestili. May 18, 2014. )


Compare different brand identity models?

 How do brand identity and image affect business?

Strong corporate branding is essential because it subconsciously shapes consumers’ feelings about an organisation and its services or products. From the moment consumers interact with the identity, their feelings about an organisation’s service or product are subconsciously reinforced.

One of the reasons McDonald’s is so successful is its highly recognisable brand identity. If you go to a McDonald’s outlet in any part of the world, they will all look relatively similar, the menus look similar, the food will be of the same quality and taste the same.

Summarily, the aims of a corporate identity are to:

• create a single and clear visual identity for an organization, its divisions, its services and products / brands;
• project an organization as professional, reliable and contemporary organization;
• leverage the brand equity and standardise a organisation’s visual presentation consistently across media applications

Key words: 

brand image, brand identity, international branding, emotional brand, brand recognition.


References:

Brand Identity Prism. Coke VS Pepsi. December 7. 2013. URL: https://cokevspepsibm2013.wordpress.com/2013/12/07/brand-identity-prism/

Brand Identity vs. Brand Image: Is there a difference? Tracy Sestili. May 18, 2014. URL:
https://www.linkedin.com/pulse/20140518234704-16573298-brand-identity-vs-brand-image-is-there-a-difference


The Importance Of Corporate Identity. 2015.
URL: http://knowledge.ridivi.com/the-importance-of-corporate-identity/850