The most desirable state in the branding process is the complete matching of the brand image in the minds of stakeholders with the brand identity designed by the brand managers or business consultants. The greater the degree of adaptation, the greater the mental contribution of the brand and, of course, the more desirable it is in the minds of the stakeholders, and as a result, the stronger the brand.
For this purpose, it is necessary to determine and finalize a specific position, both in the minds of stakeholders and in the real market environment, in order to design the path of brand identity and, consequently, to take the necessary measures to create a similar image in accordance with brand identity.