Brand management has become an emerging issue today for any organization where branding starts with the concept of building brand identity in the target market. For the success of consumer goods or service brand, it is obvious to track brand through research. Brands of lifestyle products operate within extremely narrow target audience with highly specialized interest. The nature of this niche market demands strong brand identity and brand planning to secure sustainable relationship with customers. Lifestyle magazines are not exempt from this condition though this type of product is not explored in-depth within the brand management context. Consistent and congruent brand identity of a lifestyle magazine works as the mantra to design effective marketing communications which in turn strengthens the relationship between the reader and the branded magazine. The aim of this paper is to review basic concept of brand identity, to explore the implication of brand identity facets on marketing communication of a brand and to synthesize that understanding with a case study on a Swedish brand of lifestyle magazine–‘Sköna hem’through explorative research; thus this small-scale study endeavors to high-light the potential of this research arena for further development in future.