Brand identity in this model refers to the positioning of the company’s brand in the minds of the end consumer. It is to be noted that successful brand management strategies call for this positioning to be unique and innovative so that a noticeable impact is exercised on the minds of the customers. Brand Image on the other hand pertains to the acquisition of a share for the company’s offering in the minds of the consumer. The market place is cluttered by the presence of several brands and as such, successful brand management practices call for the brand value to be such that it is appealing to the minds of the consumers and meets their needs as well as aspirations that stretch beyond the traditional ideas pertaining to product features as well as functionalities.
Brand Integrity on the other hand is a particular type of test of the brand’s authenticity which develops with the passage of time as the brand fulfills the commitments that it had communicated to be fulfilled. It is a measure of the credibility as well as the honesty of the brand. It is more of a psychological dimension that targets the spirit of the end customer and strives to instill faith and trust in it for the specific company’s brand (Kotler, 2010).