Sure, I remember your company

A car is a Car, right?

Then why does GM have more than one brand? When did you last see a Fortune 500 CEO driving a "luxury Chevrolet?" Even the phrase "luxury Chevrolet" phrase sounds like a contradiction in terms.

But, brands are more than intra-mural. Do the words Cadillac and Mercedes generate the same impression in the corporate world?

The difference between brand identity and brand is the difference between the name and the mental impression which is generated by the name.

Creating a brand identity is relatively easy compared with managing the development of your brand. If your company is in business for any length of time, it is impossible to avoid creating a brand - but it may be a very unfortunate brand if you don't manage the development. Some brands are like lead weights, they drag the business down.

Peter Da Vanzo provides some elementary advice to manage brand building on the internet with the article: "Brand Building Tips (On A Budget)."