品牌认同是品牌形象的前提，因此组织在品牌认同时所提出的内容会影响消费者对品牌形象的认知(Daffey and Abratt 2002)。重点可以放在接口在品牌标识和消费者对品牌形象的感知,涉及企业品牌推广的方法和它的方式被消费者感知,从而影响消费者的认同品牌,增加或减少消费者感知品牌价值(Daffey和Abratt 2002)。从概念上讲，品牌识别是组织关于品牌愿景和价值的营销使命(Kapferer 2004)。因此，品牌识别是通过组织内部和外部的愿景、目标和价值观的能力来实现的。这意味着品牌识别是一个关节组织的精神,包含了个人主义的形象,在其产品,竞争对手的地方,目的是区分其他品牌身份的服务或产品定义,声明了,品牌识别有三个主要目标(艾伯特和Whetten 2003)。第一个目标是获取组织的基本服务或产品范式(Albert and Whetten 2003)。其次，组织的品牌识别应该向消费者展示和定义其意义;第三，这意味着品牌可以在消费者的思维模式中被区分和展示(Albert and Whetten 2003)。博世(2006)研究了品牌识别的构建是涉及到组织的产品或服务的基本意图，其中组织的声誉与营销策略(博世2006)提出的品牌识别的个性有关。因此，品牌识别成为一个组织的运营策略，允许它增强或整合内部愿景到外部客户，从而形成客户的购买意图和对该品牌的增值认知。
Brand identity is an antecedent to brand image, thus what the organisation puts forth as its brand identity impacts the consumer’s perception of brand image (Daffey and Abratt 2002). The focus can be placed on the interface within brand identity and consumer perception of brand image, which involved the corporate branding method and the manner in which it is perceived by the consumer, thus impacting the consumer’s identification with the brand and increasing or decreasing the consumer’s perceived brand value (Daffey and Abratt 2002). Conceptually, brand identity is the organisation’s marketing mission in regards to the brands vision and values (Kapferer 2004). Brand identity is thus fulfilled by the organisation’s competence towards its internal and external vision, aims, and values. This means that brand identity is an articulation of the organisation’s ethos, which incorporates the individualistic image that a competitor places on its products, where the goal is to differentiate the service or product definition from other brand identities .The statement has been made that brand identity has three main goals (Albert and Whetten 2003). The first of these goals are to capture the organisation’s essential service or product paradigm (Albert and Whetten 2003). Secondly, the organisations brand identity should exhibit and define its meaning towards consumers; and thirdly this meaning allows the brand to be differentiated and exhibited with continuity in the consumer’s mindset (Albert and Whetten 2003). Bosch (2006) examined that the construction of brand identity is to involve the elemental intent of the organisation’s product or service, where the organisation’s reputation is relevant to the personality of the brand identity set forth by the marketing strategy (Bosch 2006). Thus, brand identity becomes an organisation’s operational strategy that allows it to enhance or integrate an internal vision to external customers, thereby shaping the customer’s purchase intentions and value-added perceptions towards that brand.