the challenge for all brands is to avoid the pitfalls of portraying a muddled or negative image,
and instead,
create a broad brand vision or identity that recognizes a brand as something greater than a set of attributes that can be imitated or surpassed.
in fact, a company should view its brand to be not jest a product or service,
but as an overall brand image that defines a company's philosophies.
a brand needs more than identity; it needs a personality.
just like a person without attention-grabbing characteristics, a brand with no personailty can easily be passed right over.
a strong symbol or company logo can also help to generate brand loyalty by making it quickly identifiable