What distinguishes strong, successful brands? How are they emotionally and content-wise charged? And what ultimately helps them to establish themselves and achieve a lasting presence? "Brand Identity" addresses all these questions and illuminates the development of a future-oriented brand step by step: from the fundamental considerations beforehand, such as brand strategy and development, through the actual design process, to the visualization of the results from research and concepts. The included case studies of renowned international brands from various industries, which are thoroughly analyzed and broken down here, invite readers to discover details and learn exciting backgrounds. Many "aha" moments will ultimately lead to approaching brand development with new strategic approaches.