Packaging
Brand Identity
The outward expression of a brand – including its name, trademark, communications, and visual appearance – is brand identity.Because the identity is assembled by the brand owner, it reflects how the owner wants the consumer to perceive the brand – and by extension the branded company, organization, product or service. This is in contrast to the brand image, which is a customer's mental picture of a brand. The brand owner will seek to bridge the gap between the brand image and the brand identity.
http://en.wikipedia.org/wiki/Brand#Brand_identity
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