Understanding Brand and Brand Identity

Brand is becoming less important in the modern competitive landscape.

Brand identity appeals only to the intellect of customers.

Design does not have a significant role in building brands.

Brands help consumers navigate through different product options.

Each brand touchpoint is an opportunity to decrease customer loyalty.

Brand identity unifies various elements into fragmented systems.

Co-branding is when a company partners with another brand to increase customer loyalty.

Revitalizing a brand identity is not a reason to start the branding process.

Employees are no longer considered stakeholders in the branding process.

Brand identity only influences external customer perceptions and does not affect a company's culture.

Effective brand strategy provides a central idea around which all actions and communications are aligned.

Brand strategy always emerges from a company's products rather than its values and culture.