Brand Identity

AAA

DEFINITION of 'Brand Identity'

How a business wants a brand's name, communication style, logo and other visual elements to be perceived by consumers. The components of the brand are created by the business itself, making brand identity the way in which a business wants consumers to perceive its brands, not necessarily how it is actually perceived.

INVESTOPEDIA EXPLAINS 'Brand Identity'

Brand identity is different than brand image, which is what consumers actually think. It is constructed by the business itself. A negative gap between brand identity and brand image means a company is out of touch with market sentiment, which will make selling its products more difficult. The brand image held by consumers can reach a point at which a business or product has to rebrand itself or risk not bringing in sales.

RELATED TERMS
  1. Repeat Sales

    A purchase made by a consumer that replaces a previous purchase ...
  2. Brand Management

    A function of marketing that uses techniques to increase the ...
  3. Brand Loyalty

    When consumers become committed to your brand and make repeat ...
  4. Marketing Campaign

    Specific activities designed to promote a product, service or ...
  5. Brand

    A distinguishing symbol, mark, logo, name, word, sentence or ...
  6. Marketing

    The activities of a company associated with buying and selling ...
Related Articles
  1. Advertising, Crocodiles And Moats
    Professionals

    Advertising, Crocodiles And Moats

  2. Mutual Funds: Brand Names Vs. House ...
    Personal Finance

    Mutual Funds: Brand Names Vs. House ...

  3. The Buy-Side Of The M&A Process
    Mutual Funds & ETFs

    The Buy-Side Of The M&A Process

  4. 3 Secrets Of Successful Companies
    Investing

    3 Secrets Of Successful Companies

comments powered by Disqus
Hot Definitions
  1. Effective Annual Interest Rate

    An investment's annual rate of interest when compounding occurs more often than once a year. Calculated as the following: ...
  2. Debit Spread

    Two options with different market prices that an investor trades on the same underlying security. The higher priced option ...
  3. Odious Debt

    Money borrowed by one country from another country and then misappropriated by national rulers. A nation's debt becomes odious ...
  4. Takeover

    A corporate action where an acquiring company makes a bid for an acquiree. If the target company is publicly traded, the ...
  5. Harvest Strategy

    A strategy in which investment in a particular line of business is reduced or eliminated because the revenue brought in by ...
  6. Stop-Limit Order

    An order placed with a broker that combines the features of stop order with those of a limit order. A stop-limit order will ...
Trading Center