Define: Brand Identity
Brand Identity
The unique set of signals that identifies the brand and expresses the brand promise. (e.g., the name, symbols, colors and sonicons by which the brand can be identified)
This week’s term:
Brand Identity Misalignment: Presenting a brand identity that does not reflect the strategic intent of the brand strategy. This often results in ineffective tactical decisions that damage both brand equity and brand value.
See: Brand Image Map
Brand Related:
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