Is the product identity, or brand image typical of the attributes one associates with a brand?  How specifically can the brand owner get the consumer to perceive the brand - and by extension the branded company, organization, product or service. Should the brand owner seek to bridge the gap between the brand image and the brand identity. Is a brand merely a logo?

Do effective brand names build a connection between the brand personality as it is perceived by the target audience and the actual product/service?

If the brand name is conceptually targeting a the product/service i.e. what the company stands for, then should the brand name target the brand demographic?

Are typically, sustainable brand names easy to remember?

How do we transcend trends and have positive connotations for brands of distinctions.  Is there a strategy we can adopt or is it something we are destined to rely on instinct and alignment of the stars?

A brands identity is fundamental to consumer recognition, so what symbolizes the brand's differentiation from competitors? Are we able to make the difference count in measureable data?

Brand identity is owned by the customer and not the owner of the brand.  Yes its true.  No matter how much you think you own it, you don't. Focus on authentic qualities - real characteristics of the value and brand promise to avoid being provided and sustained by organisational and/or production characteristics.

If brand identity is more then a logo, and I believe the above questions really pu that into perspective...should'nt someone please tell our clients.