What does the notion of brand identity have to offer that an brand image of the brand or retailer doesn't have? After all, firms spend large amounts of money measuring the brand or retailers image.

Why speak of brand identity rather than brand image

Brand Image iis on receivers side. Image research focuses on the way in which certain groups perceive a product, a brand, politician, a company or a country. The image refers to the way in which these groups decode all of the signals emanation from the products, services and communication covered by the brand.

Identity is on the senders side.The purpose, in this case, is to specify the brands meaning, aim and self- image. Image is both the result and interpretation thereof. In terms of brand management, identity precedes image. Before projection an image to the public, we must know exactly what is to be projected.Before it is received, we must know what to send how to send it.

The process involves 1. Sender 2. Media 3. Receiver

an image is a synthesis made by all the various brands Signals example: brand name, visual symbols, products, advertisements, sponsoring, patronage, articles. An image results from decoding a message, extracting meaning, interpreting signals.

There are two possible sources for these signals : Brand Identity of course, but also extraneous factors ('NOISE' which speak in the brand's name and thus product meaning, however disconnected they may actually be from it.

Yes, i agree with ratika.