Brand Identity vs. Brand Image

 

What is the difference between Brand Identity & Brand Image?

 

Brand image is the counterpart of brand identity (see Figure below). It represents the total set of associations about a brand shaped in people’s memory as a result of marketing measures and other experiences with reference to the brand. So, when you want to be a sophisticated person, that's your personal brand identity – and when people think that you are highly embarrassing, that's your personal brand image.

 

Brand Identity vs. Brand Image

 

The bottom line: Brand identity is not what others think about your brand, but what you would like them to think about it.

 

 

 

 

 

 

 

 

Source: Heine, K. (2019) Build a Brand to Change your World. Upmarkit: Tallinn.

Image sources: Peacock: Realworkhard / Pixabay; Rooster: Ananaline / Shutterstock.