Brand Identity

The association a company intends for its consumers to have with its name, products, and/or services (although not always the actual brand perception...Congress, hopefully, doesn’t intend to be associated with incompetence.)

When Coca-Cola offered to “teach the world to sing” in the 1970s, it was trying to create a brand identity of hope, love, and unity, making consumers feel like a part of that movement by purchasing Coca-Cola products. During his campaign, Barack Obama attempted to brand himself as the candidate of “Hope and Change” with his “Yes, We Can!” slogan, signaling to voters that a vote for him was a vote for hope and change. Still waiting on the hope and change.