Skip to main content

An exploration of the brand identity–brand image linkage: A communications perspective

Abstract

This paper discusses the concepts of brand identity and brand image from a communications perspective. Brand identity originates from the company, ie a company is responsible for creating a differentiated product with unique features. Brand image refers to consumer perceptions and encompasses a set of beliefs that consumers have about the brand. Brand identity and brand image are related but distinct concepts. Both are essential ingredients of strong brands. A firm can enhance brand loyalty by ensuring that there is congruence between brand identity and brand image. Key changes taking place in today's communications environment have been identified and suggestions are offered on how to strengthen the identity–image linkage.

This is a preview of subscription content, access via your institution.

Author information

Authors and Affiliations

Authors

Corresponding author

Correspondence to Shiva Nandan.

Rights and permissions

Reprints and Permissions

About this article

Cite this article

Nandan, S. An exploration of the brand identity–brand image linkage: A communications perspective. J Brand Manag 12, 264–278 (2005). https://doi.org/10.1057/palgrave.bm.2540222

Download citation

  • Revised:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1057/palgrave.bm.2540222

Keywords

  • brand
  • valuation
  • equity
  • electronic
  • management
  • e-branding
  • e-tailing
  • management
  • international
  • Internet
  • marketing
  • measurement
  • personality
  • consumers
  • advertising
  • fast moving
  • consumer goods
  • FMCG
  • brand-building
  • strategy