Your brand identity is your most important asset. It goes beyond your name, your logo or your colours. It's your DNA, that emotive connection you make with whoever interacts with your brand at whatever level.
For packaging a simple thumbnail test will tell you how strong your identity is. Cover up the logo and ask what else on your packaging is unique to your brand. With Young's the Grimsby skyline, the sub brand fonts, the tone of voice, the warm blues and the photography are all part of their brand identity. It adds up to creative emotive equity that becomes extremely difficult to counterfeit.