Brand identity represents how the brand wants to be perceived, it leads brand image and is situated on the sender’s side. The way a brand is perceived by its customers is key to it success. To drive positive brand association that customers know and trust, requires recognizable brand associations in the mind of customers, without a discrepancy in the brand elements. The brand perception, or in other words the brand image, is therefore always on the receiver’s side (Kapferer, 2007:99).
It is necessary to have a clear and objective self-image of the brand identity in order to influence the desired set of brand awareness, perceived value and brand image. According to Van Gelder brand identity declares; its background, its principles, its purpose and its ambitions. For that reason brands need to be managed for consistency and vitality (Gelder, 2005:35). Hence the identity concept, the promise to a customer, plays a crucial role within the brand management process as a brand needs to be durable. The brand must deliver coherent signs and products and it needs to be realistic (Kapferer, 2007:106). Brand image can easily change over time where brand identity represents long lasting values of the brand. From that perspective brand image is more a tactical asset, whereas brand identity fulfils a strategic asset role (Kotler & Pfoertsch, 2006:94).
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