Final answer:
Sara Lee utilized concept testing and customer input to create or refine its brand identity, which is essential in differentiating the company's products and influencing customer perception.
Step-by-step explanation:
Sara Lee used concept testing and customer input to develop its brand identity. Concept testing is a process where a product concept is presented to consumers to obtain feedback, which is essential for identifying consumer needs and preferences. This feedback is then used to create or adjust the company's brand identity, which encompasses the values, culture, and personality that the company wants to represent to its customers. Brand identity is crucial as it differentiates a company's products and services from its competitors and influences customer perception.