What is brand identity? Explain the difference between branding and brand building

Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds. Brand identity is distinct from brand image.

The steps a company should take to build a strong, cohesive, and consistent brand identity will vary, but a few points apply broadly to most:

1. Analyze the company and the market. A full SWOT analysis that includes the entire firm—a look at the company's strengths, weaknesses, opportunities, and threats—is a proven way to help managers understand their _______ ____ _____ ___ ______ ___ _______ _________ ______ ________ _______.
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