Brand Identity Strategy
Branding is the discipline of setting apart, distinguishing a company/product from the rest of the world
, thereby establishing a brand with specific attributes just like a distinct personality.
Key in this is positioning: what the brand stands for in the market. Often this goes with a market slogan.
The brand identity should be clear: it's image, inviting, magnificent, accurate, gracious & efficient because images tend to be very sticky-once created whether positive or negative they stay long-term.
Brands undergo a product life cycle: introduction, growth, maturity, decline. Therefore we must review the brand performance periodically for possible relaunch, thus creating a new lease of life / inflection point.