Memo 3

What is the difference between brand identity and brand image?

	Brand Identity	Brand Image
1	Brand identity develops from the source or the company.	Brand image is perceived by the receiver or the consumer.
2	Brand message is tied together in terms of brand identity.	Brand message is untied by the consumer in the form of brand image.
3	The general meaning of brand identity is “who you really are?”	The general meaning of brand image is “How market perceives you?”
4	It’s nature is that it is substance oriented or strategic.	It’s nature is that it is appearance oriented or tactical.
5	Brand identity symbolizes firms’ reality.	Brand image symbolizes perception of consumers
6	Brand identity represents “your desire”.	Brand image represents “others view”
7	It is enduring.	It is superficial.
8	Identity is looking ahead.	Image is looking back.
9	Identity is active.	Image is passive.
10	It signifies “where you want to be”.	It signifies “what you have got”.
11	It is total promise that a company makes to consumers.	It is total consumers’ perception about the brand.

Focus on shaping your brand identity, brand image will follow.

http://www.managementstudyguide.com/identity-vs-image.htm

Compare different brand identity models

According to David Aaker, brand identity has 12 dimensions which are organized around 4 perspectives:

1. Brand-as-product (product scope, product attributes, quality/value, uses, users, country of origin)
2. Brand-as-organization (organizational attributes, local versus global)
3. Brand-as-person (brand personality, brand-customer relationships)
4. Brand-as-symbol (visual imagery/metaphors and brand heritage).

According to Aaker, Brand identity includes also core and extended identity.

The core identity—the central, timeless essence of the brand—is most likely to remain constant as the brand travels to new markets and products.

The extended identity includes various brand identity elements, organized into cohesive and meaningful groups.

http://marketinglessons.in/2015/03/16/aaker-model-defining-brand-identity/

According to Kapferer Brand identity is formed by six different traits. These six traits are divided in two dimensions:

"1) Constructed source vs. the constructed receiver: a well-presented brand has to be seen as a person (constructed source: physique and personality) and also as the stereotypical user (constructed receiver: reflection and self-image).

2)Externalisation vs. internalisation: a brand has social aspects that define its external expression (externalisation: physique, relationship and reflection) and aspects that are incorporated into the brand itself (internalisation: personality, culture and self-image)." (http://www.slideshare.net/Zeynepkn/kapferer-brand-identity-prism) 

1) Physique –  Physique is the basis of the brand. It may include product features, symbols and attributes.

2) Personality –  Personality defines what personality will the brand assume if it were a person. Personality includes character and attitude.

3) Culture –  Culture takes a holistic view of the organization, its origins and the values it stands for.

4) Relationship –  The strength of the relationship between the brand and the customer. It may represent beliefs and associations in the human world.

5) Reflection –  What does the brand represent in the customers mind or rather the customer mindset as reflected on the brand

6) Self image –  How does the customer see himself when compared to the brand. Example –  A customer might see himself capable or incapable of buying a BMW car.

Pepsi's brand identity prism:

http://www.marketing91.com/brand-identity-prism-pepsi/

How do brand identity and brand image affect business?

Brand identity doesn't directly affect the business but it affects the brand image which affects business. Brand identity is about who how company perceives themselves and brand image is how others see your brand. Brand image is directed towards the customers, so if the brand image is bad the business usually won't be doing well.