BRAND IDENTITY & BRAND IMAGE ARE TWO DIFFERENT ASPECTS

BRAND IMAGE
A brand image is simply what people think of your business, in the shortest and sweetest possible language. There is nothing complicated about it; it is merely the picture that comes to your customer’s head when a friend asks them whether they enjoy doing business with you. Underestimating this image can be disastrous, but it is not the sum total of your brand.
BRAND IDENTITY
Brand identity, on the other hand, is a more complex issue. Think of your brand as a person. While it’s important to know the brand’s gender, age, and demographic information, this is not the most important part of who they are. When you get to know someone, you learn about their beliefs, political stances, hobbies, and favourites. These characteristics add up to who that person really is. These characteristics are what makes you interested in the person on an ongoing basis and make you want to be around them—or not. Your business’s brand identity can be designed to produce the same result.
S.NO
Brand Identity                    VS                          Brand Image
 
1
Brand identity develops from the source or the company.The receiver or the consumer perceives a brand image.
2
The brand message is tied together in terms of brand identity.The consumer in the form of brand image unties brand message.
3
The general meaning of brand identity is “who you really are?”The general meaning of a brand image is “How market perceives you?”
4
Its nature is that it is substance oriented or strategic.Its nature is that it is appearance oriented or tactical.
5
Brand identity symbolizes firms’ reality.Brand image symbolizes perception of consumers
6
Brand identity represents “your desire”.The brand image represents “others view”
7
It is enduring.It is superficial.
8
Identity is looking ahead.An image is looking back.
9
Identity is active.An image is passive.
10
It signifies “where you want to be”.It signifies “what you have got”.
11
It is a total promise that a company makes to consumers.It is total consumers’ perception about the brand.

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