Two Keys to Brand Power Developing Brand Identity and Brand Personality
Two of the key drivers to building brand strength are creating a distinct brand identity and
developing a unique brand personality. Unfortunately, semantics often gets in the way of
understanding how these two factors can influence brand power. Brand identity, for
example, is often used in a limited, graphic-centric manner or used interchangeably with
brand image. All too often, identity is seen as just the graphics, logos, colors, and symbols
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PRODUCT & BRAND MANAGEMENT INTERNAL PROJECT REPORT



Introduction

In today's proliferation of products, what sets a product or idea apart is its distinctness or uniqueness. In a global marketplace which is changing at its lightning-fast rate of change, there's no point in inventing and presenting a product only to sit back and hope that consumers everywhere will discover its greatness. It's not simply about what you or your product can do; it's about what you do differently from everyone else. Coauthors..............etc

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