The totality of brand associations including name and symbols that must be communicated.
Aaker and Joachimsthaler (2000) also emphasise the importance of developing a plan to communicate the key features of the brand identity and increase brand awareness. Brand identity is again more than the name. These authors refer to it as a set of brand associations that imply a promise to customers from an organisation. See Mini Case Study 5.1 to see the different elements of brand identity which are effectively a checklist of what many e-tailers are looking to achieve.
Mini Case Study 5.1
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