Brand identity is how a company wants to portray itself and be identified, representing what it desires to be. Brand image is the perception customers have of a brand, representing what they associate with it based on their views. For example, Coca Cola's "Open Happiness" theme is an example of its desired brand identity, while the graphical image of two hands for Nokia forms customers' brand image of the company.

1. Brand image and Brand identity Presented By:
Rizwan Ali
Syed Ahmed Ali
Swapnansu Nayak
Yash Gupta
Sunit Kumar

2. Brand identity is a portrayal derived
from an organization. It is the total
proposition a company wants to
show to their customers or how the
company wants to be identified by

3. Brand image is the perception of a customer about a brand.
It is related to what a customer associates the brand with,
within their minds.

4. Brand Identity Brand Image
1 Brand identity develops from the source or the company. Brand image is perceived by the receiver or the consumer.
2 Brand message is tied together in terms of brand identity. Brand message is untied by the consumer in the form of brand
image.
3 The general meaning of brand identity is “who you really
are?”
The general meaning of brand image is “How market perceives
you?”
4 Brand identity symbolizes firms’ reality. Brand image symbolizes perception of consumers
5 Brand identity represents “your desire”. Brand image represents “others view”
6 It signifies “where you want to be”. It signifies “what you have got”.
7 It is total promise that a company makes to consumers. It is total consumers’ perception about the brand.

5. Open Happiness theme of Coco Cola is an example for brand identity.
With the tagline of ‘Open Happiness’ of Coca Cola, they send a message it can be
shared with friends and will make any moment happier while quenching thirst.
Example of brand identity

6. Brand image of two hands coming closer instantly tickles our memory and a name
crosses our mind- Nokia.
A graphical representation of the brand which helps in associating with the brand is
it's brand image.

7. Example of brand image
• Woodland associated with outdoor activities.
• It gives makes the customer perceive it is in outdoor, rugged lifestyle
brand.