Brand Identity and Brand Equity Brand identity describes what the company wants its brand to represent and guides all brand-building efforts. All components involved in the marketing mix influence brand value. The building blocks of brand identity include vision, mission, core competencies, values ​​and personality. The vision describes the logic behind the existence of the brand and contains its fundamental values. The mission is seen as the fundamental element of the brand's philosophy. However, values ​​are intended to communicate emotions, expressions, or functional benefits with the goal of building a relationship between brand and stakeholders and providing value. On the other hand, brand personality refers to a combination of human traits related to the brand (Petek & Ruzzier, 2007). Brand personality facilitates the development of a relationship with individuals who possess similar personality attributes through presenting the foundations of the brand-customer relationship. Core competencies within the HP company involve strong, unique and favorable brand attributes derived from a brand's value and vision. However, since emotional and functional values ​​facilitate stakeholders to distinguish the promised brand experience, it is believed that brand experience should also be included in brand identity. Since brands today are not seen as social objects, but rather as socially constructed with the participation of customers, the main attention should also be paid to promoting brand relationships (Petek & Ruzzier, 2007). To this end, the brand should be communicated through visual elements, as well as through a written narrative for each key market segment. Marketers assume that the strength of a brand lies in the minds of their customers, as well as the lessons and concepts learned and experienced about the brand after a while. The benefit of understanding brand identity and value from the customer's perspective is that it facilitates managers to explicitly consider how their marketing programs enhance their brand value. Although the ultimate goal of many marketing programs is to increase sales, it is first necessary to set up brand knowledge structures so that customers can respond positively to the brand's marketing activity. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay Brand equity can be defined as a combination of 5 groups of brand assets related to a brand name or symbol, which add to the value offered by a product. These 5 dimensions of brand equity range from brand awareness to the perceived quality of the brand and its associations. These can be followed closely by brand loyalty; as well as other proprietary brand assets such as channel relationships, patents and trademarks. For example, understanding the value of the brand in the HP company from the consumer's perspective facilitates the representation of the particular tactics and guidelines of marketing strategies, as well as areas where research could be useful to aid managers' decision making. In this regard, marketers are required to take a broad view of brand marketing practices, recognize its influence on brand knowledge, and also how changes in brand knowledge influence more conventional outcome measures such as sales (Jankovik, 2012). Furthermore, markets should keep in mind that the long-term success of a future marketing programs..