Brand Identity

John Hegarty says "The Issue with brands today is not about whether "it", the product I've just bought, works-I expect "it" to work-but what "it" says bout me."It" becomes a fashion statement. Brands should now be viewed through a prism of style and substance." 

Brand identity links with the identity theory from a post modernist point of view. This is because brands are embedded in peoples mind and fit different social norms, for example the Dyson vacuum, an object that is hidden is most homes, however as John Hegarty says "Mr Dyson and his remarkable eponymous  vacuum cleaner.Perhaps the most remarkable thing about it is that it is about £100 more expensive than its nearest rival." Its just a vacuum cleaner, however, people trust and like the brand therefore buy it because they feel a sense of superioty by owning something from the brand, as now in modern society, brands often can say a lot about the person. 

Further more brands compete with one another for people trust and brands can represent peoples attitude and interests, this links brand identity with brand theory, as John Hegarty says "Brands therefore has to manifest itself in way that makes me believe in them and, importantly trust them".

John Hegarty (2011). Hegarty On Advertising-Turning intelligence into magic.London: Thames & Hudson