(Source: CMA-CityU Center for Entrepreneurial Development)
Brand Image and Brand Identity
•Brand image is the way in which the target groups decode all of the signals emanating from the products, services and communication covered by the brand.
•Brand identity is to specify the brand's meaning, aim and self-image.
•Brand identity is on the sender's side, while brand image is on the receiver's side.
•Brand identity precedes brand image.
