What is Brand Identity?

Brand identity is the sum of all the parts regarding a product and company. For example, a company seeking to introduce a new widget that competes with less expensive widgets in the market place will rely on quality images and conditions to psychologically convey the higher quality of the new widgets to consumers. This is achieved by choices of advertising locations, medias, color, packaging and associated quality of advertising venues. The mixture of these ingredients result in the impression a consumer concludes based on their personal experience of the brand.