And if you're submitting to an existing application ID on the store, you obviously have to use the same GUID as you previously used for submitted.
Exactly as the error states, your package identity doesn't match. The GUID in your WMAppManifest.xml and Package.appxmanifest have to be identical (and would be so, had you done a new project, or upgraded an existing project). The Package Identity name also have to match with the values from the Store submission process.
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