Brand And Brand Identity

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brand and brand identity

description

this is a discussion document i used to walk my team through positioning. it explains why positioning is necessary, the key components of a positioning statement, and a quiz at the end to see how people leverage identity to position themselves differently

Transcript of Brand And Brand Identity

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brand and brand identity

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what is a brand?

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it depends on whose perspective you look at it from

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to CEOs, CMOs, and the likes, it represents a unique, timeless,

idea

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For the consumer, a brand is a set of perceptions, associations, and the likes…

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That creates a

inside the consumer

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That ultimately leads to some expectation of

value

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What is brand identity?

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all of the pieces of the puzzle that define the uniqueness and value

of a brand

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brand identity prism

-according to kapferer

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Physique is “what it does” and “what it looks like;” it’s the core product features that make up the brand and enable the brand to add value

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Personality is its character; “what happens to this brand when it becomes a person?”

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Culture is “the set of values feeding the brand’s inspiration”

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Relationship is the mode of conduct that best identifies how the brand interacts with its customers

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Reflection is the image of the buyer and should

“reflect” how the consumer wishes to be seen when

they interact with the brand

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Self-Image is how the brand

makes the buyer feel when they

interact with it

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brand identity prism

-according to kapferer

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