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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. |