Brand Identity

Brand Identity refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors. ...This is the process of establishing the image or identity of a brand or product so that consumers perceive it in a certain way. For example, a car maker may position itself as a luxury status symbol whilst in the same vein, a product can be positioned in a favourable way for a target audience through the channels of advertisement, the product packaging, and pricing. A useful example is a market research that reveals the popularity of a product amongst mothers.