A company’s brand identity is how that business wants to be perceived by consumers. The components of the brand (name, logo, tone, tagline, typeface) are created by the business to reflect the value the company is trying to bring to the market and to appeal to its customers. Brand identity is separate from the brand image – the term for how consumers actually perceive the brand.
Political branding is about how a political organization or individual is perceived overall by the public. It is broader than the product; whereas a product has distinct functional parts such as a politician and policy, a brand is intangible. It helps political consumers understand more quickly what a party or candidate is about, and distinguish a candidate or party from the competition.
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