MSG Team's other articles

11418 Strategies for Longer Term Transformation of Print Media and Short Term Viability

Why the Future of Print Media is good There are many experts who have been claiming that the age of newspapers is over and hence, the future of media is digital. However, if statistics are anything to go by, print media are still relevant and their bottom lines are healthy in Asian countries. However, the […]

10961 Report Preparation – Characteristics of a Good Report

The market research is normally outsourced to third party agencies by organizations and in turn they create a professional report to the organization. These reports are preferably provided to senior officials who are the critical decision makers of the organization. Hence these reports need to be exclusively efficient and well formatted and the matter should […]

12719 Changing Media Landscapes and their Impact on Society

In previous articles, we have discussed how media affects society and effects changes in the way people think and act. This article looks at how the historical function of media as a watchdog and a purveyor of public good have now evolved to a point where the media sets the agenda for the country to […]

12289 Advertisement Planning on Social Web

Internet age and the social web is redefining marketing. Online marketing as well as online advertising and brand promotions are done differently from the traditional ways. When you consider the traditional way of marketing and building customer loyalty, you will find that the customer’s positive experience of the product or service helps build loyalty. It […]

13018 Customer Based Brand Equity

Imagine walking in aisle of a typical super market (Shaw’s, Costco etc) to purchase salt, there are many offerings but choice is “Morton”. It is a simple example but a great situation to understand brand and brand equity. Companies already know that identity of product created over period of time through strategic marketing is brand, […]

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