Brand identity conveys a firm's philosophy and aids in generating the ideal impression in the eyes of customers. The brand identity must be cohesive for better communication since it guarantees that all of a company's stakeholders have a same understanding of the brand. Additionally, it perfectly communicates the brand's narrative. All stakeholders will support a brand that makes the appropriate investments in the components of its brand identity. An attempt to study this concept in brief with reference to a brand ZARA as a case study was undertaken. This study is based on the empirical research conducted among respondents who were ZARA consumer or well acquainted with the brand.