[MUSIC]. Hello again. Welcome to Module 4. So by now, we have a fairly good sense of core concepts that pertain to brand strategy. In this last module, I want to introduce you to a separate concept that belongs in a brand house but which is kept separate from it, brand identity. The reason why it is kept separate is because big brands tend to delegate identity to branding agencies. Because it is the most creative of all the elements of the brand house and that's the one that requires specific creative skills. Brand identity refers to the physical form of the brand's personality. The unique way the brand's expresses itself, it's look and feel, the sound, the taste, the smell. It is completely tied up to brand equity and profoundly impacts how consumers experience the brand, irrespective of the market and across every touch point. Because of this, it is extremely important that as marketeers and brand experts, we protect and manage the integrity of the identity. We use a brand identity system to provide clear and enduring guidelines for a brand that ensure a unique, yet consistent brand experience across communications. Be it product, packaging, equipment, retail, digital, licensing activities. Brand identity standards are an ongoing commitment by a brand to maintain authenticity of the brand and help build and sustain its equity through time. To leverage brand opportunities across markets, which is particularly important for managing global brands. And provide consistency and quality, which ultimately revert not only brand knowledge but also brand esteem. Brand identity is creative but also incredibly strategic. It is the process involved in creating a unique image for a brand in consumers' minds. And if the brand is new, it helps create also a unique name. The objective in line with other elements of branding that we have covered so far. Establish a significant and differentiate a presence in the market that attracts new customers and retains loyal ones. Overall, it is important to remember the brand identity ensures the brand design encompasses just so much more than a logo. It is intended to present the core idea of a brand with impact, brevity and immediacy. As such, it expresses the values and the ambitions of the brand that it encapsulates its very DNA. And last but definitely not least, it must live and be consistent on all medium. In this module, we will be looking at the parts, the brand identity that are mostly related to design including logos, corporate colors, layouts, names, etc. That is all those elements that represent a brand as a symbol. Other parts of brand identity will focus on communications on pack or advertising or public relations and other product-related activities. And of course, there will be part of brand identity focused on the brand as an organization and that will look at internal values and norms. Which we mentioned previously in the previous module. For the time being, let's be creative, let's start on a journey to get to know the brand as a symbol. [MUSIC]