Image and branding
Read more about image and branding here. Image encompasses the image that people have of the company in the market, and that can therefore be different from what the company actually is. That's the identity. With branding you arrive at the desired image, which is typically much more positive than the current identity or image. Branding is mainly brand and product oriented. Image is more business-oriented, such as having the image of being a 'green' bank.