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Brand identity is a bundle of mental and functional associations with the brand. Associations are not “reasons-to-buy” but provide familiarity and differentiation that’s not replicable getting it. These associations can include signature tune(for example - Britannia “ting-ting-ta-ding”), trademark colors (for example - Blue color with Pepsi), logo (for example - Nike), tagline (for example - Apple’s tagline is “Think different”), etc.

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