Brand Identity

A Case study on

Objectives
To understand what is BRAND IDENTITY. To understand how AIRTEL has changed its BRAND IDENTITY by effectively using various Tools of IMC.

Understanding BRAND IDENTITY

Source: KAPFERER

Elements of Brand Identity

Physique is the basis of the brand.
E.G. the physique of Philips is technology and reliability while for the brand Tata it is trust

Personality answers the question what happens to this brand when it becomes a person? Culture symbolizes the organization, its country-of-origin and the values it stands for.
E.G. traditional brands like balsara, dabur and zandu.

Elements of Brand Identity

Relationship is the handshake between consumer and the organisation.
E.G. the relationship with safola is safety.

Reflection is the consumers perception for what the brands stands for.
E.G. Pepsis brand image attract youth & that of Cokes is of Happiness

Self-image is what the consumer think of himself.

E.G. benz Car owner think that since he has bought the car he is treating himself to one of the best car in the world.

AIRTEL
Airtel comes to you from Bharti India Limited, India.s largest integrated and the first private telecom services provider with a footprint in all the 23 telecom circles. Sales worth Rs.34000 CR.& Net profit after tax Rs.6200 Cr. They had vision that By 2010 AIRTEL will be the most admired brand in India.

Initial Positioning of Airtel

In the initial days due to high tariff rates cellular players had to impose high call charges on their customers and the handsets were costly. Naturally, Airtel targeted the elite, up market professionals and entrepreneurs as customers . Airtel was positioned as an aspirational and lifestyle brand . It was pitched not merely as a mobile service, but as something that gave consumer a badge value. The taglines used "Airtel celebrates the spirit of leadership" "The first choice of the corporate leaders Power to Keep in Touch

Repositioning Airtel
Govt. reduced the tariffs and taxes During late 1990s many national and international players started entering into the Indian telecom market. In early 2000 it was observed through market surveys that the concept of leadership was undergoing a transformation resulting in it being a moderate success. Hence Bharti decided to humanize the brand Airtel to gain competitive advantage. In august 2000 Bharti launched its new Touch Tomorrow campaign which aimed at strengthening its relationship with its customers and make the brand softer to cater a wide variety of people across the society.

Touch Tomorrow to Live Every Moment

(2002)
In 2002, Airtel again repositioned its brand with new tagline Live Every Moment and changed its logo to create a brand identity that had a younger international look and feel.

Airtel signed on Indias best music composer A R Rahman. C:\Mydox\My Recordings\YouTube - A.R.Rahman Music.flv

This tagline was used to capture the imagination of customer

Indians lives every moment (emotions, feelings etc) & AIRTEL helps in doing so.

Live every moment to Express your self(2003)

This tagline used to strengthen the emotional bond with customers
Ad 1 C:\Mydox\My Recordings\YouTube - Dil Ki Baat _ AirTel TV Ad.flv Ad 2 C:\Mydox\My Recordings\YouTube - Sachin and Friends _ AirTel TV Ads.flv

Both ads above highlights two different things a. Express your achievements & feelings(emotions) b. Capability in terms Performance & Network coverage

Airtel campaigns
Leading sponsor for KBC which was the first Reality TV show in India that gave an ordinary Indian the chance to taste instant STARDOM. Airtel Delhi half marathon 2008(Redifussion Y&R ) C:\Mydox\My Recordings\airtel ads\YouTube - Delhi Halflife Marathon Anthem.flv Grameen Mobile Puaratchi -Five free Value Added Services(Voice SMS) for farmers under this
scheme

CSR Programme Bharti Foundation Established Satya Bharati schools for underprivileged children.

Present communication strategy of Airtel

Airtel has continued to bank on Celebrities for endorsing their services. Separate advertisement for particular service. Advertisements shows service features using human relations, emotions & feelings. C:\Mydox\My Recordings\airtel ads\Airtel ad - Shahrukh, saif and Kareena _ India.com.flv C:\Mydox\My Recordings\airtel ads\Airtel Roaming Sharman Joshi ad.mpg.flv

Brand Ambassadors

Learnings
Communication strategy should be designed & changed as per circumstances in the market place. Dont show only features of the goods/services, the same should be communicated using human relations & emotions.

Indirect/Implicit mode of campaign which can be adopted as a vital means of Brand building & mode of selling. Direct & Interactive marketing campaigns which creates word of mouth publicity & helps in building strong Brand

Recap
Understanding BRAND IDENTITY. Company information. Brand Identity of Airtel. Airtel campaigns. Present communication strategy. Learnings.