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company identity & branding

Q. What is the difference between company identity and branding?

A. Hierarchy

The company identity sits right at the top and branding appears much further down - and position is everything! The relationship between company identity and branding is shown in the diagram on the right.

The Williams Hierarchy states "The greater the trust, the less the acceptance to change".

The hierarchy from top to bottom is Company Identity, Market Sector, Brands, Flavours

The higher up we go, the less changes we can make without disturbing, or in some cases upsetting, our customers. By separating brands from company identity, it becomes much easier for us to introduce and delete product ranges. In the case of flavours, our customers will expect us to introduce change!