COM2612
Assignment 1
Unique No: 212550
Semester 2 2025
Due 2025
,COM2612
Assignment 1: 212550
Semester 2 2025
Due 2025
Question 1: Explaining the relationship between brand identity, brand image and
brand positioning (from a brand communication perspective)
Introduction
In the domain of brand communication, the relationship between brand identity, brand
image, and brand positioning is central to shaping effective and consistent brand
strategies. Brand communication acts as the conduit through which organisations
project their values, promises, and personality to stakeholders, thereby influencing
perceptions and competitive standing. This discussion explores the definitions of these
concepts, their strategic interrelationship, the critical role of alignment, and an illustrative
South African (SA) case example.
Defining the three concepts
Brand identity encompasses the internal blueprint a company designs to represent
itself, including tangible elements such as logos, colours, and typography, as well as
intangible aspects like mission, values, and personality. It represents the essence of
what the brand aspires to be.
Brand image, conversely, is externally constructed and refers to consumer perceptions
shaped by personal experiences, associations, and interpretations of brand
communications. It reflects how the brand is actually regarded in the marketplace.
Brand positioning is the strategic process of creating a distinctive place in consumers’
minds relative to competitors. It highlights unique brand attributes and benefits to
establish a recognisable and differentiated niche.
, From a communication perspective, these three elements form the foundation for
messaging that ensures clear differentiation and resonance with the target market.
The strategic relationship (and the role of brand communication)
The interdependence of brand identity, image, and positioning underscores the pivotal
role of brand communication in aligning them. Brand identity provides the conceptual
framework for communication, ensuring all messages reflect the brand’s intended
essence. Communication then translates this identity into a strategic positioning—for
example, premium, innovative, or value-oriented—thereby influencing the resulting
brand image.
Gaps may arise if communication fails to bridge identity and image, resulting in
consumer confusion or mispositioning. Effective brand communication, through
advertising, social media, and public relations, therefore plays a critical role in:
• Articulating a consistent narrative,
• Fostering favourable associations, and
• Adapting to consumer feedback to refine positioning.
Why alignment matters (criteria for strong brand communication)
Alignment among identity, image, and positioning is vital for fostering trust, loyalty, and
long-term competitive advantage. Misalignment risks weakening consumer confidence,
particularly during rebranding efforts that fail to resonate.
Criteria for effective brand communication include:
• Consistency across all channels,
• Relevance to target audiences,
• Authenticity to the brand’s core identity, and
• Measurability of consumer perceptions.
When these criteria are met, communication reinforces positive images, strengthens
positioning, and builds brand equity.
Assignment 1
Unique No: 212550
Semester 2 2025
Due 2025
,COM2612
Assignment 1: 212550
Semester 2 2025
Due 2025
Question 1: Explaining the relationship between brand identity, brand image and
brand positioning (from a brand communication perspective)
Introduction
In the domain of brand communication, the relationship between brand identity, brand
image, and brand positioning is central to shaping effective and consistent brand
strategies. Brand communication acts as the conduit through which organisations
project their values, promises, and personality to stakeholders, thereby influencing
perceptions and competitive standing. This discussion explores the definitions of these
concepts, their strategic interrelationship, the critical role of alignment, and an illustrative
South African (SA) case example.
Defining the three concepts
Brand identity encompasses the internal blueprint a company designs to represent
itself, including tangible elements such as logos, colours, and typography, as well as
intangible aspects like mission, values, and personality. It represents the essence of
what the brand aspires to be.
Brand image, conversely, is externally constructed and refers to consumer perceptions
shaped by personal experiences, associations, and interpretations of brand
communications. It reflects how the brand is actually regarded in the marketplace.
Brand positioning is the strategic process of creating a distinctive place in consumers’
minds relative to competitors. It highlights unique brand attributes and benefits to
establish a recognisable and differentiated niche.
, From a communication perspective, these three elements form the foundation for
messaging that ensures clear differentiation and resonance with the target market.
The strategic relationship (and the role of brand communication)
The interdependence of brand identity, image, and positioning underscores the pivotal
role of brand communication in aligning them. Brand identity provides the conceptual
framework for communication, ensuring all messages reflect the brand’s intended
essence. Communication then translates this identity into a strategic positioning—for
example, premium, innovative, or value-oriented—thereby influencing the resulting
brand image.
Gaps may arise if communication fails to bridge identity and image, resulting in
consumer confusion or mispositioning. Effective brand communication, through
advertising, social media, and public relations, therefore plays a critical role in:
• Articulating a consistent narrative,
• Fostering favourable associations, and
• Adapting to consumer feedback to refine positioning.
Why alignment matters (criteria for strong brand communication)
Alignment among identity, image, and positioning is vital for fostering trust, loyalty, and
long-term competitive advantage. Misalignment risks weakening consumer confidence,
particularly during rebranding efforts that fail to resonate.
Criteria for effective brand communication include:
• Consistency across all channels,
• Relevance to target audiences,
• Authenticity to the brand’s core identity, and
• Measurability of consumer perceptions.
When these criteria are met, communication reinforces positive images, strengthens
positioning, and builds brand equity.
