Brand identity is different than brand image, which is what consumers actually think. It is constructed by the business itself. A negative gap between brand identity and brand image means a company is out of touch with market sentiment, which will make selling its products more difficult. The brand image held by consumers can reach a point at which a business or product has to rebrand itself or risk not bringing in sales.
Investment dictionary. Academic. 2012.
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brand identity — UK US noun [C or U] ► MARKETING, COMMERCE a set of ideas and features that a company wants people to connect in their minds with its products or brand: »The company has created a new brand identity and made management changes to try to revive its … Financial and business terms
Brand identity — Identifying qualities that distinguish a brand from its competition. All attributes, benefits, features, and qualities that a consumer expects from a brand. See also Brand image; Licensing; Megabrand … Historical Dictionary of the Fashion Industry
Brand Identity — ⇡ Markenidentität … Lexikon der Economics
Brand implementation — refers to the physical application of brand identity across visual identity carriers. This can include signage, uniforms, liveries and branded merchandise. Brand implementation encompasses facets of architecture, product design, industrial design … Wikipedia
identity — UK US /aɪˈdentəti/ noun [C or U] (plural identities) ► the reputation, characteristics, etc. of a person or organization that makes the public think about them in a particular way: »Companies often spend a fortune on branding in their attempts to … Financial and business terms
Identity — may refer to:Philosophy* Identity (philosophy), the sameness of two things * Identity theory of mind, in the philosophy of mind, holds that the mind is identical to the brain * Personal identity (philosophy) * Identity (social science) * Identity … Wikipedia
Brand extension — or brand stretching is a marketing strategy in which a firm marketing a product with a well developed image uses the same brand name in a different product category. Organizations use this strategy to increase and leverage brand equity… … Wikipedia
Brand — For other uses, see Brand (disambiguation). Marque redirects here. For other uses, see Marque (disambiguation). The Coca Cola logo is an example of a widely recognized trademark representing a global brand … Wikipedia
identity — noun ADJECTIVE ▪ true ▪ assumed, false ▪ He was discovered living under an assumed identity in South America. ▪ mistaken ▪ This is obviously a case o … Collocations dictionary
Brand — The personality of a product. What the consumer becomes attracted to and develops loyalty to. A strong brand maintains its following even after the departure of its founder. See also Brand identity; Brand image; Licensing; Megabrand … Historical Dictionary of the Fashion Industry