For additional research information try these guides:
Brand identity and image are terms that reflect the values and purpose a company wishes to portray on the one hand (brand identity) against its actual set of perceptions and opinions that consumers have in mind – what the brand stands for (brand image). Symbols and signs such as logos are graphical representations of brand identity.
From What We Know About Brand Identity and Image in WARC Best practices, May 2020.
Who is the Brand? Describe who the brand is as of today