+ here is how the scientific branding and influence works!
brand profile
The Profile is what you are sending out. This part is totally in your control. Use it wisely to get what you want.
brand image
The Image is the impression your receiver is forming in their brain, based on their biases and previous experiences.
brand identity
Here is how it is! Identity is the reality, that is nor the profile or the image is aware of.
the seven influences
This is how you get what you want, if you carefully pick and choose the right way to influence.