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Brand Identity: An Introduction
Source: David Aaker,
 Building Strong Brands
 
 
Definition
•A brand identity provides direction, purposeand meaning for the brand. It is central to a brand’s strategic vision and the driver of one of the four principal dimensions of  brand equity: associations, which are theheart and soul of the brand.
 
 
Definition
•Brand identity is a unique set of brandassociations that the brand strategist aspiresto create or maintain. These associationsrepresent what the brand stands for andimply a promise to customers from theorganization members.
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