This document discusses brand identity and its key elements. It defines brand identity as how a company plans to leverage its brand to achieve its vision, uphold its values, and accomplish its mission. The brand identity prism is introduced as a framework with six facets: capabilities, internal culture/values, noble purpose, brand personality, shared values/community, and aspirational self-image. Examples are provided for each facet using brands like Nike and Adidas. The document also covers sources of brand identity such as products, names, symbols, and advertising.