Brand identity

A product identity, or brand image are typically the attributes one associates with a brand, how the brand owner wants the consumer to perceive the brand
– and by extension the branded company, organization, product or
service. The brand owner will seek to bridge the gap between the brand
image and the brand identity. Effective brand names build a connection
between the brand personality as it is perceived by the target audience
and the actual product/service. The brand name should be conceptually
on target with the product/service (what the company stands for).
Furthermore, the brand name should be on target with the brand demographic.Typically,
sustainable brand names are easy to remember, transcend trends and have
positive connotations. Brand identity is fundamental to consumer
recognition and symbolizes the brand’s differentiation from competitors.

Brand
identity is what the owner wants to communicate to its potential
consumers. However, over time, a product’s brand identity may acquire
(evolve), gaining new attributes from consumer perspective but not
necessarily from the marketing communications an owner percolates to
targeted consumers. Therefore, brand associations become handy to check
the consumer’s perception of the brand.

Brand
identity needs to focus on authentic qualities – real characteristics of
the value and brand promise being provided and sustained by
organisational and/or production characteristics
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