5. Brand Identity

Brand identity is one of the most exciting components of brand management, and it presents physical elements that consumers can recognise as they engage with a brand. This component moves beyond the brand philosophy, values and positioning, which can be deemed as abstract. The identity is real, and it has become an integral part of brand management. Brands spend a considerable amount of money to develop an identity for their brand to appeal to a diverse audience and make them stand out. Brand must maintain a positive identity. This investment by brands and consumers’ interest further highlight the value of brand identities. The brand owners know consumers want to identify a brand; the brand recognises the need to be different and still be recognisable. It is, however, essential to note that brand identity is more than just a logo, though the logo usually grabs the attention. This chapter presents a holistic insight into brand identity, presenting it as elements that can be experienced through five human senses.