A brand identity is like a personality of the company. It describes the company's ideals and targets in a flash with just one or two words. Brand identity has been defined as, 'A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name'.