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In this tutorial, Professor Wolters discusses the difference between brand image and brand identity. Brand image is how others perceive our brand, based on impressions and experiences. It is what people think of our product or brand without necessarily having personal experience with it. Brand identity, on the other hand, is something we can control to influence how people perceive our brand. It is important to understand the difference between the two as brand image can be influenced by external factors beyond our control.