ABSTRACT
Every enterprise maintains standards and values for the execution of its activities. If an enterprise has drafted a mission and a vision, the standards and values will be expressed in them. Every enterprise has thus a clear picture of what it represents. This is called the corporate identity or identity of the enterprise. In relation to its image, the enterprise has the possibility to position the identity of a brand via branding. To radiate its identity, the enterprise can take advantage of three brand levels: corporate image, brand image and product image. The name of a product or enterprise is one of the most important instruments for the image. The result of the use of these instruments provides the enterprise with the possibility to prevent any mismatch between the identity and image of the enterprise, or attune them to each other.
