Brand Identity

A brand is an identity or personality of a product and/or service; it can be personified usually as the name, slogan, logo, or colour combination. For example, Chanel logo is in black therefore that colour is known as sophisticated for a younger audience, whereas gold represents luxury, targeting a classic older generation. Brand identity is overall how the owner wants the brand to be understood - their message.

The brand name is a trademark, therefore it cannot be used by anyone else, with its own unique selling point creating a products "personality". A brand is nothing without its audience and their response. Large companies/organisations use panels of audience members to give their response to products, concepts or advertising. 

Brand image is the psychological aspect whereby people can experience an emotional change, such as, feelings, thoughts/images, beliefs and attitudes. It exists in the minds of people made up of information and expectation of the brand.

Brand management is creating a brand and maintaining its position within the market and target audience. With this, ad agencies create the idea that product/brand is more than the actual cost of a product and its selling point. From this you get brand recognition e.g. the font of Dior.

Brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. It affects all aspects of the company connecting to consumer needs, emotions and competition. Who is your core market? What are you known for? What is it that your selling? Some brands have unrelated markets as brand stretching, such as, the Armani hotel.