What is a Process?
If you speak to a small business owner about their capability to manage a grocery store, you will constantly find that they feel that they have a shortage of time. It is not uncommon for them to erroneously omit certain activities. This negligence in turn causes bad customer service or increased costs to customers. On […]
Development of Reward Processes
The previous articles have discussed how reward systems must be put in place that would ensure that the internal skills and attributes of the employees are aligned with the external reward systems. This article discusses how reward processes have to be developed in organizations. Involvement of Line Managers and HR To develop effective reward systems, […]
Performance Appraisal and Performance Management
The contemporary organizations are undergoing a transformation for coping against the changing needs of the environment and excelling in the business by building up their adaptive capabilities for managing change proactively. The traditional performance appraisal system did not suffice the needs of the changing scenario as it was mainly used as a tool for employee […]
Definition, Scope and Importance of Political Science
Overview and Definition of Political Science Political science is that branch of the social sciences that studies the state, politics, and government. Political Science deals extensively with the analysis of political systems, the theoretical and practical applications to politics, and the examination of political behavior. The Greek thinker, Aristotle, defined political science as the study […]
Decision Makers and the Zero Sum Game
Decision making need not necessarily be a zero sum game where one party benefits at the expense of the other. For instance, it is common in many organizations for decision makers to favor one group over the other which results in a situation where one group wins and the other group loses. This is the […]
| 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.
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