Without defining the desired product positioning and value proposition for a specific target market, the process would quickly deteriorate into an internal process that was built around product features rather than customer benefits.

Brand identification

Explanation:

A brand identity is a set of tools or elements that is utilized by a company to create a brand image.

A brand image is a customer perception about the brand.

A brand identity and its elements is gotten from a company’s mission and goals, competitive position held in the market, and it's importance to the values and interests of the targeted group of audience.

If the product positioning and value proposition for a particular target market are not clearly defined, the brand identification process will experience a decline at a fast rate because it was built around its product features instead of the customer benefits.

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