Traditional branding is rooted in the perfect balance between brand identity and brand image. The brand identity is the visible visual elements of the brand, such as the brand's name and logo, typography, colors, and design elements that distinguish the brand from other brands in the user's mind, while the brand image is a combination of the perception and experience the user has with the brand, as well as how they view the brand's personality and values.
In the new digital age, people's interaction with universally available brands has increased due to limitless access to the digital information available. For the first time, users can access vast amounts of information on the brand. Everything from advertisements, blog articles, product reviews, and so on is available for the user to access from their personal computer or mobile phone. This extensive link between the user and brand has given the user the power to help mold and shape the brands they interact with...