Brand identity is the collection of tangible and intangible elements that represent a company or organization in the eyes of consumers. This includes visual elements such as logos, colors, and typography, as well as brand values, messaging, and personality. Developing a strong brand identity is crucial for creating a unique and recognizable image in the market, building customer loyalty, and differentiating oneself from competitors. Research in brand identity focuses on understanding how consumers perceive brands, how brand elements influence consumer behavior, and how companies can strategically manage their brand image to achieve business objectives.