Brand Identities: A Framework for Successful Branding

A brand identity is an outward expression of the brand, including its name and visual appearance. The brand's identity is its fundamental means of consumer recognition and symbolizes the brand's differentiation from-competitors. It is important to note that a brand identity refers to the strategic goal for a brand; while brand image is what currently resides in the minds of consumers. How should a brand and marketing manager develop a set of successful brand identities? This paper ties together several extant researches in this area, and provides a comprehensive framework in terms of guidelines for creating and building successful brand identities.