Corporate brand identity

[M H Parvez]

Simply, the brand identity is a set of individual components, such as a name, a design, a set of imagery, a slogan, a vision, etc. which set the brand aside from others. In order for a company to exude a strong sense of brand identity, it must have an in-depth understanding of its target market, competitors and the surrounding business environment. Brand identity includes both the core identity and the extended identity. The core identity reflects consistent long-term associations with the brand; whereas the extended identity involves the intricate details of the brand that help generate a constant motif.

According to Kotler et al. (2009), a brand's identity may deliver four levels of meaning:

1. Attributes
2. Benefits
3. Values
4. Personality

Source:Wiki