The document discusses brand identity and its key elements. It defines brand identity as helping to define how a company plans to leverage its brand to achieve its vision, uphold its values, and achieve its mission. The document then outlines the six main facets that comprise brand identity according to Kapferer's Brand Identity Prism model: capabilities, internal culture and values, noble purpose, brand personality, shared values and community, and aspirational self-image. It provides examples for each facet and emphasizes that strong brands are built on a clear set of shared values and vision of how the world could be improved.