Brand identity is the visible elements of a brand, such as colours, design, logo, grahics, name etc that together identify and distinguish the brand in the consumers' mind. Brand identity is different to brand image, which is the result of these efforts, i.e. a successful brand identity translates into a positive brand image. The strongest brand identities are instantly recognisable, even to children and instantly convey a message about that business. Millions is spent each year by large companies like Coca Cola, Nike, Samsung, Apple and Adidas, to promote and develop their brands, because they know how important it is and directly affects their sales, share prices and market share.