- Brand identity enforces consistency across brand executions, while brand image develops through customer memory.
- Consistency ensures that similar brand patterns appear during advertising, purchasing, and service interactions.
- This repetition reduces variation in how the brand is presented across different contact points.
- Customer memory forms as individuals recall previous encounters with the brand.
- Stronger memory recall increases familiarity and recognition over time.
Also find out the difference between brand identity and brand image to learn more about it.