Brand Identity

A brand is a dynamic entity which is perpetually being shaped and evolved over time through people's experience of them. I think that brand can only be shaped through shared and agreed meaning. What a brand means, you can say, our brand means this, but it doesn't mean that to someone unless they agree with you. If nobody thinks that, you don't mean that, that's not your brand. That's what the two parts of meaning and identification come in. And also historic. So they bring into mind memories of the brand as well.