Brand identity and Brand image

Problem:
How to develop brand identity and brand image?
Learning objectives:
What is the difference between brand identity and brand image?
Compare the different brand identity models
How do brand identity and brand image affect business?
Answers:

What is the difference between brand identity and brand image?

According to Johansson and Carlson (2015), the branding process start from building brand identity by the seller and transcript it through messages then perceived by the audience.

Brand identity -> Messages -> Brand image

Brand identity: 
-On the sender's side
-Describe the company itself ( company's vision, core values, brand's meaning, self-image)
-Brand identity is expressed through brand's name, picture, logo, sound, music, slogan...

Brand image:
-On the receiver's side
-Brand image what consumers perceive the brand on their own experience.
-The cognitive elements in the customer's mind that are associated with the brand (product's characteristics or unique aspects)

To match the brand image with the brand identity => deliver the value proposition that emphasizes the brand's strengths.

How do brand identity and brand image affect business?

Johansson and Carlson also mentioned that the brand identity and brand image have huge influence on positioning the brand in consumer's mind.

Brand identity:

-A road map for company's employees to understand the company and it's products. (company's vision and product's characteristics and features) to increase the transparency and consistency in the organization.

-Make the position statement more credible- Country-Of-Origin. (auto engines made in Germany: BMW, Audi; Swiss watches)

Brand image:

-Navigate the customers

-Provide the memory triggers

-Reassure the products/services