According to D. Aaker, brand identity is a unique set of associations that the organizations holding the brand wish to establish or maintain. More broadly, brand identity refers to the immutable character, so that even if the brand evolves over time, it remains perfectly recognizable. According to F. Berger-Remy, we can consider the brand identity as a system with two dimensions:
- the description of the tangible and intangible elements that make the brand (what the brand is)
- the ambitious and coherent-over-time project that is fed by a network of relationships with all internal and external stakeholders of the brand (what brand manifests and claims).