BRAND IDENTITY INTRODUCTION Brand identity is a critical concept that encompasses the visual and conceptual elements that differentiate a brand in the marketplace, effectively communicating its values and mission to consumers. As marketing expert David Aaker once remarked, “Branding is the process of creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme.”

9 CORE LAWS OF BRAND POSITIONING INTRODUCTION Brand positioning refers to the strategic process of establishing a brand’s unique identity and value in the minds of consumers, allowing it to differentiate itself from competitors. This crucial aspect of marketing is essential for building customer loyalty and trust, as it encapsulates the essence of what a brand represents and how it meets the needs of