When it comes to brands offering multiple products, defining and managing their BRAND IDENTITY is absolutely fundamental to their positive development. Brand Identity is a strategic marketing tool that ensures consistent brand image across every consumer touchpoint and over the long term. It also facilitates effective brand branding management, which is undeniably one of the key factors determining a brand’s success.
I invite you to watch a brief video in which I discuss the concept of brand identity developed by J.N. Kapferer—a world-renowned authority in the field of brand management.
