作者：YAKOUBI Mohamed Lamine BENTAYEB Feryelmarketingpositioningbrandidentitybrandingimagevaluesassets
摘要：We will try, through this publication to transmit necessity of a branding approach in the discipline of marketing and translate its importance through the definition of the ＂brand identity＂. To clarify this concept, we shall analyze the various aspects and the main elements which compose the ＂brand identity＂. But first it is important to clarify some concepts often confused with it and point their differences as well as their complementarities, especially the difference between ＂brand identity＂, ＂brand positioning＂ and ＂marketing positioning＂.
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