Brand Identity

Brand Identity "is a combination of many factors, including the name, logo, symbols, design, packaging, and performance of a product or service as well as the image or type of associations that comes to mind when consumers think about a brand." (Belch&Belch: Advertisement and Promotion 9th Edition).

We always perceive the process of branding from the perspective of the consumer. 

However, who says that companies cannot brand us?

Maybe it is time to rethink who influences who, and who has the ultimate control over buying behavior: 

We - the consumers 

     or                          

They - the companies and advertisers.