From identity to image

Company Name : Exalogics
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By Jamal Panhwar

Usually these two terms brand image and brand identity are confused. Essentially “identity means the sum of all the ways a company chooses to identify itself to all its publics…image on the other hand, is the perception of the company by these publics” (Marguiles, 1977). At the corporate level these two terms are used interchangeably. To manage the image of a brand or corporation, corporation will focus on its identity because identity is something which is controllable at the corporations end whereas, brand image is in the mind of the customers. It’s the marketer’s job to align brand image and brand identity. If brand identity is not made according to customers need and requirements it will be wrongly perceived by the customers and there will a large gap between identity and image.