Theoretical basis of identity using in branding

In modern society images or brands are of high value. They contribute not only object identification in humans’ minds but its differentiation. That’s why managing brand and information, which it represents, is so important for those, who want to use them for reaching their goals, such as profit gaining, popularity growth or capital raising. One of the instruments for this kind of management and at the same time basis for any brand creating is identity. This article is devoted to considering the functional role of branding object’s identity in context of its creating and using within brand identity. Identity role in essential brand structure is also a subject of study in this article, as it provides information about key relationships between architectonical elements and brand functions as a whole system. In addition, in this article there was made an attempt of studying ways and methods of identity expressing via company’s corporate style. All considered elements in aggregate enable building the model of structural relationship between brand and its identity for comprehensive understanding of the phenomenon’s functional role in brand structure.