Brand Identity

Persons identity direction, purpose, meaning

What are my core values? How I want to be perceived? What personality traits do I want to project? Brands identity similar to person's identity

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What
Brand Identity is a unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stand for and imply a promise to customers from the organization members.
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Brand Identity
Brand identity is a unique set of brand associations that the brand strategist aspires to create or maintain These associations represents what the brand stands for Implies a promise to customers Brand promise ad

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Brand Associations
Brand association is anything that is linked in memory to the brand use of the product, stores that carry the product, or salespeople who handle the product or COO nodes linked to the brand node in memory that contains the meaning of the brand associations include perceptions of brand quality and attitudes towards brand

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Aspects of Brand
BRAND IMAGE
How the brand is now perceived

BRAND IDENTITY
How strategists want the brand to be perceived

BRAND POSITION
The part of the brand identity and value proposition to be actively communicated to a target audience

Brand Management
Brand Identity

Results
Brand Strategist

Strategy

Brand Image Brand Position

Customers & Potential customers

Messaging

Marketing, PR, Product

Brand Management
Popular, fun, goofy expressive

Results
Brand Strategist

Strategy

Do you Yahoo?

Customers & Potential customers

Messaging

Marketing, PR, Product

Brand Associations (BRAND ASSOCIATIOS AND CONSUMER

PERCEPTIONS OF VALUE OF PRODUCTS google paper) How associations can be built

Product attributes Associations are associated with rational benefit. For example, a Volvo cars attribute is durability. shampoos attribute ..

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Brand Associations
Use / application A marketer can associate a brand with a particular use or application. For example, a beer can be associated with good friends in a warm social setting.

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Brand Associations
User / Customer Another way of positioning a brand is to associate it with a type of user or customer. This involves identifying the brand with its target segment. For example, a brand can be associated with those who are interested in weight control as would be the case of a new drug. (sports, health)

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Brand Associations
Celebrity Linking a celebrity with a brand can transfer associations such as reliability, strength, performance, and so on. The extend to which the association can be linked to the celebrity depends on how credible the person is

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Brands vs. Products

Brand identity consists of 12 dimensions around four perspectives Brand as a product Brand as an organisation Brand as a person Brand as a symbol

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Brand identity - core and extended Core central timeless essence of brand Remains constant as the brand travels to new markets Core identity broadly focuses on product attributes, service, user profile, store ambience and product performance.

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Brand Identity structure

Onion J&J trust and quality BMW world class quality Modi tyres advanced tech tires BMW will deliver world class vehicles

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Brand Identity structure

Core identity follows from introspective Q's What is the soul of the brand? What are the fundamental beliefs and values that drive the brand? What are the competencies of the org behind the brand? What does the org behind the brand stand for?

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The core identity: Examples

McDonalds
Value Offering, Quality, Service, Cleanliness, User

Nike
Product thrust, User, Performance, Enhancing lives

Close Up
Gel form, User, Red colour

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 Extended

includes brand identity elements texture and completeness

focuses

on brand personality, relationship, and strong symbol association.

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Brand Identity structure

Extended identity Texture and completeness Fills in the picture, adds detail When developing communication strategies highlight them

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The extended identity: Examples

McDonalds
Sub-brands, Logo, Characters, Convenience

Nike
Personality, Logo, Sub-brands, Slogan, Endorsers

Close Up
Mnemonic, Variants, Packaging

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 Product

(Core) includes Scope (colgate for teeth) Attributes (volvo is safe) Quality/value (Maruti delivers quality pdt) Uses (made for a purpose)

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 Brand

(extended) includes these pdt characteristics + much more

Brand users (Charlie woman) COO (Audi German craftsmanship) Org associations (3M an innovative co) Brand personality (energetic) Symbols (VLCC represents slimming) Brand cust relationship (is a friend) Emotional benefits (feel pride) Self expressive benefits (uses only best)
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More than a Product

BRAND
Organizational Associations Brand Personality

Country of Origin

PRODUCT Scope Attributes Quality Uses

Symbols

User Imagery Self-Expressive Benfits Emotional Benefits

Brand-customer Relationships

 Product

attribute brand identity limitations Most of the identities are based on attributes Have limitations which are:

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 Fails

to differentiate P&G differentiated peanut butter on freshness as cust said it is important Cust also believed that all brands were same on the freshness Hotels - cleanliness

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 Easy

to copy Attribute based benefits are easy to copy Brands will get beaten on this attribute even if continuously improved Can surpass on key dimension of taste
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Assume a rational customer

Rational model says customers collect info about attributes, adjust info to importance of attributes and then take decision In reality customers experience mistrust and confusion Do not care much about functional benefits Care more about style, status, reassurance e.g; Automobiles (fun, status, comfort)

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Reduces strategic flexibitity

If brand becomes associated with a single product attribute, the ability of that brand to adjust when the attributes relevance declines is inhibited

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Strategic brand analysis

Four brand identity perspectives These perspectives are very different Their goal is to help strategist consider different elements that clarify, enrich and differentiate an identity

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Product related attributes (core)

Attributes directly related to purchase Functional and emotional benefits Value proposition by giving extra Gillette closest shave 7/11 chain convenience Express checkout Mc donalds value, pdt consistency

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Quality/Value (core)
Brands use Quality as a core identity element Perceived quality pay price Value closely related to quality Walmart as a value retailer

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Associations with use occasion (core)

Robin bleach associated with whitening, cleaning and disinfecting Barista provides familiar, friendly place Coke Happiness Big bazaar

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Association with users

Another tack is to position a brand by a type of user Reebok - for outdoor lifestyle Mothercare babies VLCC - weightwatchers

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Link to COO/Region (Extended)

Audi German cars Fashion Paris Champagne France Swatch watches Swiss Japanese electronic goods are rated higher than Japanese food French fashion is regarded higher than French electronic goods

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The brand as an organisation (Extended)

Focusses on attributes of organisation than product Attributes like innovation, drive for quality, environment Created by people, culture, values

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The brand as an organisation (Extended)

The organisational attributes are more enduring and resistant than product Why?

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The brand as an organisation (Extended)

1st, it is easier to copy a pdt than an org values

2nd, attribute like being innovative is difficult to communicate and evaluate Provide a value prop Emotional and self expressive benefits based on admiration, trust, respect and liking
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Brand as a Person (Extended)

Like a person Perceived to be upscale, competent etc

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Brand as a Person (Extended)

Brand personality can create a strong brand in many ways:

Helps create self expressive benefits Apple use innovative Create friend relationships Dell helps in tough jobs Help communicate a product attribute functional benefit

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SOME EXAMPLES

MASCULINE

FEMININE

YOUNGER

OLDER

TRENDIER
OLD FASHIONED

IRREVERENT

CONFORMING

Brand as a symbol (Extended)

Symbol

can provide cohesion and structure to identity Easier to gain recognition and recall 3 types of symbols Visual imagery Metaphors Brand heritage
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Brand as a symbol
Visual

imagery can be memorable Nike swoosh Coke classic bottle Pilsbury doughman

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Brand as a symbol
Symbols more meaningful with metaphor Metaphors: Pillsbury soft tummy for freshness, Rins lightening

Vivid

meaningful heritage represents essence of the brand (association)

Heritage: Amul, Vicks,

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Brand essence (core brand promise) examples

Nike: Authentic Athletic Performance, Hallmark: Caring Shared, Disney: Fun Family Entertainment or Disneyworld, Magical Fun, Starbucks: Rewarding Everyday Moments,

Nikes essence authentic athletic performance was translated to the following two slogans: Just do it! and I can.
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Kodak, HallmartkCampbell, Kodak, Hallmartk

Brand Identity Planning

Extended

core

Brand As Product 1. Product Scope 2. Product Attributes 3. Quality/Value 4. Uses

Brand as Organization

Brand As Person

Brand As Symbol

1. Organizational Attributes
2. Local vs. Global

1. Personality
2. Brandcustomer relationship

1. Visual Imagery and metaphors

2. Brand Hreritage

5. Users
6. Country

Extended

core

Brand As Product 1. Search 2. Fast, comprehensive 3. The best 4. Find anything: research to fun 5. Everyone 6. International

Brand as Organization

Brand As Person

Brand As Symbol

1. Hardworking, fun, cult

2.Global view

1. Honest, but playful.

2. Always there for you.

1. Simple design, basic html. Logo is not sacred.

2. old internet

YOU
Extended

core

Brand As Product 1. ____________ 2. ____________ 3. ____________ 4. ____________ 5. ____________ 6. ____________

Brand as Organization

Brand As Person

Brand As Symbol

1. ___________
2. ___________

1.__________
____________ 2.__________

1. __________
2. __________