Brand Identity Law and Legal Definition

Brand Identity is the outward expression of a brand, including its name, trademark, communications, and visual appearance. Because the identity is assembled by the brand owner, it reflects how the owner wants the consumer to perceive the brand. And thus the branded company, organization, product or service. This is in contrast to the brand image, which is a customer's mental picture of a brand. Companies try to bridge the gap between the brand image and the brand identity.