A product identity, or brand image are typically the attributes one associates with a brand, how the brand owner wants the consumer to perceive the brand – and by extension the branded company, organization, product or service. The brand owner will seek to bridge the gap between the brand image and the brand identity. Effective brand names build a connection between the brand personality as it is perceived by the target audience and the actual product/service. The brand name should be conceptually on target with the product/service (what the company stands for). Furthermore, the brand name should be on target with the brand demographic.Typically, sustainable brand names are easy to remember, transcend trends and have positive connotations. Brand identity is fundamental to consumer recognition and symbolizes the brand’s differentiation from competitors.

Brand identity is what the owner wants to communicate to its potential consumers. However, over time, a product’s brand identity may acquire (evolve), gaining new attributes from consumer perspective but not necessarily from the marketing communications an owner percolates to targeted consumers. Therefore, brand associations become handy to check the consumer’s perception of the brand.

Brand identity needs to focus on authentic qualities – real characteristics of the value and brand promise being provided and sustained by organisational and/or production characteristics

Meer kennis enĀ  informatie hierover kunt u verkrijgen tijdens de NIBAA masterclass design en branding en/of opleiding brand management en opleiding design management, opleiding reputatie management, cursus communicatie management of opleiding merkmanagement in Utrecht. Thema’s die hierin behandeld worden zijn: merkidentiteit, positionering, merk, strategie, marketing, brand identity, merkarchitectuur, branding, brand portfolio, merkmeerwaarde, merkwaardecreatie, design management, brand equity, brand building, internal branding, merkwaarden en diverse merkconcepten (www.nibaa.nl)