Competition is keen in the fashion industry of today. Homogenous products and prices are driving competition and most firms are struggling hard to attract customers. Brands have become one of the most important assets for success and are often critical for the choices of the consumers. A strong brand is often considered as a substantial value in the eyes of the consumer and gives the individual firm a competitive advantage in the marketplace. To build a strong brand it takes that the brand identity not is in conflict with the brand image of a firm or a product. Sometimes one of these conflicts exit and sometimes the firms are not even aware of it. In this thesis we study how two firms, Lindex and Prada, perceive their own image and then we compare how the images of the firms are perceived by the customers. We have also tried to explain why such discrepancies take place. The thesis is based on secondary data such as articles and books about the subject and primary data in the form of carried out interviews with people representing the fashion firms Prada and Lindex. We also interviewed twelve women in the age of 25 to 35. Our choice of people to interview was guided by our ambition to understand similarities, differences and problems in the communication between the two firms and their customer. We have applied a hermenephtic research perspective which means that we as scientist are fairly free in our interpretations of the phenomenons that we study. This suited us well in our ambition to try to understand how firms work to make their perception of their own brand not differ from the perception of their own brand in the eyes of their customers. The thesis was based on a deductive research approach and existing theories in the field of brand identity and brand image. The theory frame of references being used is to some extent also based on a model concerning expected and perceived quality both from a customer and a supplier perspective, developed by professor C. Grönroos. A model that we modified a little bit to make it fit the purpose of our study. The result of our study clearly indicate that brand identity and the brand image of Prada are much more homogeneous compared to the brand identity and the brand image of Lindex. The result is reflecting that Prada is much more successful and consequent in its market communication. We also reached the conclusion that Lindex must be more realistic and specific in its market communication and not create customer expectations that it can not live up to with its current product portfolio. We think Lindex this way creates dissatisfied and non loyal customers. The situation for Lindex has been a little further complicated by the fact that the firm is going through a reposition process by its new owner since a couple of years ago.