Brand Identity:
The expression of a brand includes:• Name
• Trademark
• Communications
• Visual appearance
The brand identity usually reflects on how the owner wants the consumer to perceive the brand, the branded company, organisation, and the product.
Brand identity is what the owner wants to communicate to its potential consumers. However, over time, a product's brand identity may develop, gaining new features via consumer perspectives. Brand identity focuses on authentic qualities of the value and brand promise being provided and sustained by production characteristics.
Effective brand names build a connection between the brand personalities as it is perceived by the target audience and the actual product. The brand name is usually theoretically on target with the product (which is what the company stands for). More so, the brand name is usually on target with the brand demographic. Brand identity is fundamental to consumer acknowledgment and symbolises the brand’s differentiation from competitors.
