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Professor Wolters explains the difference between brand image and brand identity in marketing. Brand image is how a brand is perceived by others, based on impressions and experiences. It is what people think of a product or brand without personal experience. Brand identity, on the other hand, is how a brand wants to be perceived by others. It is something that can be controlled by the brand, unlike brand image which is influenced by others. In summary, brand image is the external perception while brand identity is the internal messaging of a brand.
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