A brand’s identity constitutes its core values, its dynamic, agile values, and the behaviour through which they can be experienced. The brand values consist of the personality (what is the brand like?) and the performance (what can the brand do?).
The brand idea is a high-level consolidation of all values of the brand. Here we are talking about the big, underlying idea, the purpose and the raison d’être.
Externally, brand values can be experienced through manifestations – signals of any kind that people encounter implicitly or explicitly. A brand’s manifestations result from performance and personality and are communicated through a channel (the medium of transmission).