This document discusses brand identity and its key components. It defines brand as the name, symbol, design or combination that identifies the maker or seller of a product. Brand identity is the visual elements like colors, design, logo, name or symbol that together identify and distinguish the brand. There are different perspectives of a brand - as a product, organization, person or symbol. Brand identity has two levels - the core identity and extended identity. The core identity represents the essence and reason for the brand's existence, while the extended identity provides more texture, details and completeness to help communicate the brand effectively.