BRAND IDENTITY:
Brand identity is the most important and the most distinctive feature. Each brand must have to be unique. The essence helps brands to focus on what a brand can do and what can it not. It needs to shine through the communications clutters. It needs to be recognizable in an era of product similarity. For example all cars have similar aerodynamics but there are different identities for Toyota, Renault and Ford. The brand identity should result in achieving maximum brand strength. It should result in creating a strong brand and customer relationship by offering a value proposition to the consumers which will lead them to a purchase decision and generating profits for the company.
The focus of a company should be on the brand identity rather than the brand image. Brand identity is sent by the company while the brand image is what is received by the consumers. Brand image can be easily copied by the competitors and is dictated by the consumers. Positioning elements are building around the brand identity. Positioning reflects the current fads and may change with time but identity does not. A brand may have multiple products and each product will have its own separate positioning but the identity will be the same. For example Dove has a number of products in its portfolio but the identity is the same.
品牌识别：
品牌形象是最重要和最鲜明的特征。每一个品牌必须是唯一的。精华帮助品牌专注于一个品牌可以做什么不可以。它需要通过通信杂波闪耀。它需要在产品相似的时代被识别。例如，所有的汽车都有类似的空气动力学，但有不同的身份，丰田，雷诺和福特。品牌识别结果应在实现最大的品牌实力。它的结果应该是建立一个强大的品牌和客户的消费者，他们会为公司的采购决策提供有价值的建议并产生利润的关系。
一家公司应该把重点放在品牌的身份而不是品牌形象。品牌标识发送公司在品牌形象是消费者所接受。品牌形象可以很容易被竞争对手，是由消费者。定位元件在品牌形象建设。定位反映了当前的潮流和可能随时间而身份并没有改变。一个品牌可能会有多个产品，每个产品都有自己单独的定位，但身份将是相同的。例如鸽子有其投资组合中的一系列产品，但身份是相同的。
