其次，组织的品牌认同应该展示和界定其对消费者的意义;第三，这种意义使得品牌能够在消费者的思维中被区分开来，并以连续性的方式展示出来。博世(2006)研究了品牌识别的构建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规定的品牌识别的个性相关。因此，品牌识别成为一个组织的运营策略，使其能够增强或整合外部客户的内部愿景，从而塑造客户对该品牌的购买意愿和增值感知。如前所述，品牌身份先于品牌形象。品牌形象是获得消费者认可和保留的必要条件。当一个组织在消费者心中树立了一个有利的形象时，它就自然而然地建立起一种特定的竞争优势。品牌形象是消费者对品牌认知的建构，因此是基于消费者对品牌本身的最新观念。消费者的感知和感受基于品牌身份，以及消费者的经验和与组织的关系(Nandan 2005)。因此，品牌形象对一个组织具有很强的价值，并被确定为创造独特和可持续的竞争优势。因此，品牌形象被定义为消费者与组织的产品或服务之间的联系，其目标是在营销策略的净结果中增加消费者的忠诚度。这一净结果受到消费者对品牌认知的影响。消费者的这种感知是由对品牌的体验以及品牌给消费者留下的印象所建立起来的，从而改变了消费者对产品的信念和感受(Aaker 1997)。这种消费者感知的改变，创造了消费者对产品或服务的行为和态度。
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.As noted, brand identity precedes brand image. Brand image is imperative to gaining consumer validation and retention. When an organisation sets forth an image that is favourable in the mindset of the consumers, it inherently builds a specific competitive advantage . Brand image is a construction of consumer perceptions of the brand, and therefore is based on the most recent mindset of beliefs that the consumer holds towards the brand itself. The consumer’s perceptions and feelings are based on the brand identity, as well as the consumer’s experiences and relationships with the organisation (Nandan 2005).Thus, brand image has a strong value for an organisation and is ascertained to create a distinctive and sustainable competitive advantage (Aaker 1997). It is therefore defined that brand image is the meaning of connection between the consumer and the organisation’s product or service, where the goal is to increase consumer loyalty in the net result of the marketing strategy (Aaker 1997). This net result is impacted by the consumer’s perception of the brand (Aaker 1997). This consumer perception is built by experiences with the brand and the impressions the brand leaves with the customer, thus altering the customer’s beliefs and feelings towards the product (Aaker 1997). This alteration of the consumer perception creates the consumer’s behaviour and attitude about a product or service .