Brand Identity vs. Image

What is the difference between brand identity and brand Image? Definition

Brand identity:

Thomas Gad in "4D - Branding" said, if you want to have a succesful brand and to live the brand you have to create the brand code. For creating a brand code you have to use the 4D-Model :

The functional Dimension
This Dimension is about the Name of the brand and the benefits of ist products. Furthermore it is about everything that has to do with physical Quality.

The social Dimension
In the social Dimension the brand creates a cult around itself. Annother Point of social Dimension is the logo of the brand,who should connect individuals, who has the same brand.

The mental Dimension
The mental Dimension should reflect what you think you are. You should identify your brand with yourself. It´s about what you think about yourself. It is mostly a Slogan with which you want that the customers also feel the same like you. The consumer wants to feel Special by using this product or brand. Example: BMW - "Freude am Fahren" (translated: joy of driving)" Other car manufacturer do not have such a Slogan.

The spiritual  Dimension
It is about the ethical approaches a Company Support and about the responsibility a Company wants to take.
According to Thomas Gad, a good example who got really famous just with the spiritual Dimension is BodyShop. Bodyshop was the first Company, who does not tested the cosmetics on animals and they market this Approach a lot. It revolutionized the cosmetic branch.


Examples in "4D-Branding" :

In the book "Building strong brands" Aaker desribes Brand identiy as : "Brand identity should help establish a relationship between the brand and the consumer by generating a value Proposition involving functional, emotional or self-expressive benefits.

According to Aaker creating a brand identity is more to find out what customers want and it should also reflect the values and Vision of the Company. Aaker´s Point is while Brand Image always Looks at the past and is passive, brand identity should be active, flexible and look in the future.


According to Aaker brand identity exists of core identity and Extended identity:
Core identity: represents the whole Approach or main values of the brand and Company. These values should even be after years simply the same. It is responsible for the meaning and success of the brand.
Extended Identity: According Aaker Extended identity includes elements that provide texture and completeness. It is about adding Details, which should Support the values of the core identity.

Brand Image

According to Johansson: Brand identity is what the Brand is. Brand Image is what the brand seems to be to consumers. Brand identity can be affected by the Marketing Managers, but Image is built by the consumers itself.But the brand identity is the foundation of what the Image is based.

Example for a succesful brand: Red Bull

As an Austrian I would definitley mention Red Bull. Red Bull itself is such a "normal" energy drink - nearly the same as the Discount energy Drinks in the Supermarket. Even when it tastes nearly the same and the Discount one is much cheaper , why does everybody wants Red Bull. Because of the Image of Red Bull. Everybody knows the logo of Red Bull and in Austria it is nearly everywhere. Also in Finland it has really good Image. Red Bull does not really get famous because of its advertisement in TV or Radio. Because they were until 2013 Kind of lousy.
https://www.youtube.com/watch?v=LbtKAXaf9QA

Red Bull just get famous because of its Sponsoring. Red bull mostly sponors Sports. Not just anybody - it sponsors really good and famous athletics. And also a lot of extreme Sport. Red Bull´s Highlight was the jump of Felix Baumgartner from the stratosphere. So everybody in the world could see Red Bull. In my opinion Red Bull´s brand identity is that the drink and the brand is for People who loves to take risk, who loves sports and the extreme. And it is also the same Image. Therefore it is a successful brand.

Nowadays they have a better Commercial:

https://www.youtube.com/watch?v=hoSVI7ovEIw