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Today, 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 important to control brand image as it influences what people think about our brand. Brand identity, on the other hand, is harder to control as it can be influenced by others. It is the perception of our brand that others have, even if they have not experienced it themselves. Brand image is what people think of our product or brand.
