Co-branding – Meaning, Types and Advantages and Disadvantages
What is Co-branding Co branding is the utilization of two or more brands to name a new product. The ingredient brands help each other to achieve their aims. The overall synchronization between the brand pair and the new product has to be kept in mind. Example of co-branding – Citibank co-branded with MTV to launch…
Brand Equity & Customer Equity
Brand Equity is defined as value and strength of the Brand that decides its worth whereas Customer Equity is defined in terms of lifetime values of all customers. Brand Equity and Customer Equity have two things in common- Both stress on significance of customer loyalty to the brand. Both stress upon the face that value…
Brand Value Measurement – Models for Calculating Brand Value
Brands have a certain value in the market as well as in the balance sheets of the organization that owns the brand. This is a matter that has been agreed upon by the industry. The accounting of the brand value and the methodology for calculation of the brand value is widely debated. When organizations pay…
| 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.
Article Written by
Himanshu Juneja, the founder of Management Study Guide (MSG), is a commerce graduate from Delhi University and an MBA holder from the esteemed Institute of Management Technology (IMT). He has always been someone deeply rooted in academic excellence and driven by a relentless desire to create value. Recently, he was honored with the “Most Aspiring Entrepreneur and Management Coach of 2025 (Blindwink Awards 2025)” award, a testament to his hard work, vision, and the value MSG continues to deliver to the global community.
Article Written by
Himanshu Juneja, the founder of Management Study Guide (MSG), is a commerce graduate from Delhi University and an MBA holder from the esteemed Institute of Management Technology (IMT). He has always been someone deeply rooted in academic excellence and driven by a relentless desire to create value. Recently, he was honored with the “Most Aspiring Entrepreneur and Management Coach of 2025 (Blindwink Awards 2025)” award, a testament to his hard work, vision, and the value MSG continues to deliver to the global community.
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