A brand name is generally the single most conspicuous element of a brand's identity. Other visible identity elements include logos, packages, and taglines. The brand name fulfills a special role, acting as a summary message. In fact, it has been described as a "one word commercial". Advertisements also exert a key influence over the brand's identity, acting as a gateway to the brand for customers and prospects alike. Ads, whether TV, print, online or other non-traditional variants (such as a YouTube story) become key elements of a brand's identity.

Brand identity elements should be in harmony with the goals and aspirations of the brand. In the case of a new product, positioning and support points should first be clarified before finalizing the brand identity elements. The advertising campaign formulation should follow the development of the brand strategy, not vice versa.

Knowledge Networks has developed approaches to understand which identity element or advertisement is best at strengthening the brand's identity and, ultimately, the strength of the relationship between the brand and its target audiences. Measuring awareness and consumer interest in the advertisement alone is a pointless exercise unless its effect can be linked back to the brand.