Identity of a brand in Canada
Brand identity is the element created by brand managers, giving direction, purpose and meaning to the brand. If the identity card saves people from being a human being and gives him a name, a brand’s identity is one of the most important factors separating the brand from other brands.
Have you ever seen every brand is an individual? What about a team of principles, as well as a certain character and its emotional ties that make it different from others… What does it say a brand does not put human characteristics!
Identity of a brand must establish a link between the brand and the customer by creating a value proposition that includes functional, emotional or personal benefits.
Corporate identity consists of twelve dimensions gathered around four perspectives. These are prodect as a brand, entity as brand, person as brand and symbol as brand.
If you think these informations are not enough about branding subject you can take a look at Investopedia’s article about the identity of a brand.
A brand’s structure consists of self-identity and extended identity.
The corporate identity, which represents the sum of companies offering various advantages, is an issue that cannot be addressed in one dimension. In addition to this, the identity of a brand is considered as a product, organization and symbol. It is based on the personality traits attributed to the brand.