Brand Identity and Positioning

History and empirical evidence suggest a strong correlation between brand identity and positioning. The core identity represents the central, timeless essence of the brand, thus the most unique and valuable aspects of the brand are often represented in the core identity. What is the connection between identity and positioning? It is the degree of freedom between identity and positioning that enables a brand to change over time while still remaining itself. With an identity in place and a value proposition specified, implementation begins.