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Brand Identity vs 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.


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Brand Management