18 - Brand Awareness vs Brand Identity for Jewelry Brands

I recently read an article in JCK about Pandora's efforts to reinvent itself after an "unsatisfactory" 2018. Pandora executives admit the brand has high brand awareness but lacks brand identity. This got me thinking about the difference between brand awareness and identity and why it matters to jewelry brands. Check out the accompanying blog post here: https://joyjoya.com/2019/02/17/brand-awareness-vs-brand-identity-for-jewelry-brands/