We have already discussed what a brand image is and concluded that it consists of the brand associations in the consumer’s mind which forms a perception.Brand image approach was developed by Ogilvy. The effort is to develop favourable associations and psychological overtones.Maybe, some of these are not an intrinsic part of the brand.It is the image chemistry that works. To illustrate, Marlboro cigarettes evoked impressions of maverick cowboys — freedom, macho, mythical west. These are perceptions built around the brand. Though most of these are extrinsic factors, some of these can be related to the intrinsic product characteristics.

David Ogilvy observed in 1955 that advertisers who are dedicated to building the most favourable image — the most sharply defined personality of their brand — are the ones who will get the largest  share of the market and the highest profit.

Brand Identity

Brand image is perceptional as we have already observed. But brand identity is aspirational.It means a brand manager would like to travel  a brand to travel from certain perceptions currently held to those aspired to be held in future.This aspirational journey is that of  getting brand identity. A woman’s magazine is associated with the middle-aged women.It is just its brand image.However, the brand manger wants it to be read by young women. It is a matter of getting brand identity.In other words, brand identity is built on re-organising what a current brand image is. A part of brand identity is chosen for communication, which we call brand position. This communication positions the brand uniquely in the consumer’s mind.

Diagramatically, these three concepts are shown below: