Brand Building Mod

8/8/2019 Brand Building Mod

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Brand Identity

A persons identity serves to provide direction,

purpose and meaning for that person. Consider

how important the following questions are :

What are my core values?

What do I stand for?

How do I want to be perceived?

What personality traits do I want to project?

What are the important relationships in my life?


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A brand identity similarly provides direction, purpose and

meaning for the brand.

It is central to a brands strategic vision and the driver of

one of four principal dimensions of brand equity :association, which are the heart and soul of the brand

Defn : Brand identity is a unique set of brand

associations that the brand strategist aspires to maintain.

These associations represent what the brand stands forand imply a promise to customers from the organisation

members.


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Brand identity as defined by Aaker is the sum of the

brand expressed as a product, organisation, person and

symbol.

Brand as product deals with the acceptance of thebrand as a product itself. For its price, Nirma is seen as

a good product. BMW or Mercedes are basically seen as

good products besides being good brands.


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Brand as organisation emphasizes that a brand is

successful among other things because of the

organizational values it upholds.

Marico has brought in a series of successful productsbecause of their commitment to innovation.

Marico has innovative and successful offerings in a w ide

variety of products as hairoil (Parachute),edible oil

(Saffola, Sweekar) , starch (Revive) and jam (Sil)


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Brand as person deals with the question What

happens to this brand when it becomes a person? By

implication, Denim talc would be seen as masculine,

Sunsilk shampoo as feminine and pepsi as young andvibrant.

Brand as symbol deals with the heritage and what the

brand stands for.For e.g. Coke symbolises the American

dream.


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Brand Identity

Brand asproduct

y Product

scope

y Product

attributes

y Quality/value

y Uses

y Users

y Country

of origin

Brand asorganisation

y Organisation

attributes (e.g.

innovation,genuine

consumerconcern,trustworthiness

)

y Local v/s

global

Brand as person

y Personality

(energetic,rugged)

y Brand

customerrelationships

(friend,advisor)

Brand assymbol

y Visual

imagery

andmetaphors

y Brand

heritage

Dimensions of brand identity


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Person y

Cu ure

Self-image

Reflection

Relationship

Physique


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Kapferer represents brand identity as a six sided prism

Physique is the basis of the brand. The physique of

TATA is trust The physique of Philips is technology and reliability

Personality : answers the question :what happens to

this brand when it becomes a person?


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Culture: symbolises the organisation , its country of

origin and the value it stands for.

India is known for its traditional remedies which is why

Balsara, Dabur and Zandu evoke s good responseabroad.

Germany is known for its precision engineering. Some of

the worlds most popular car brands are German ( Audi,

Volkswagen, Mercedes and BMW).

Japan is known for consumer electronics ( SONY,

PANASONIC SHARP)


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Relationship is the handshake between the consumer

and the organization.

The relationship with Colgate is one of dependability.

The relationship with Saffola edible oil is that of safety Reflection is the consumers perception of what the

brand stands for which is why cokes clientele cuts

across age groups. The brand reflects youthful values ,

which is why young as well as old would like to consume

Coke


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Self image is what the consumer thinks of himself.

Mercedes Benz owner is telling himself that since he is

one of the elite , he is treating himself to the best car in

the world. A user of Surf excel Blue is telling herself that she is

conscious of not just price but value as well. That is the

self-image of the archetypal housewife.

Thus brand identity according to Kapferer can be

expressed as the summation of the above 6 dimensions.


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Core identity :

value offering : McDonald's provides value as

defined by the product, special offers and the buying

experience given the price.

Food quality : consistently hot, good tasting at any

outlet in the world

Service : fast, accurate, friendly and hassle free

Cleanliness : The operations are always spotless

on both sides of the counterUser: Families and kids are focus , but serves a

wide clientele.


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Extended Identity :

convenience: is the most convenient quick service

restaurant -it is located close to where people live, work

and gather ; features efficient , time-saving service; andserves easy-to eat food.

Product scope : fast food, hamburgers, childrens

entertainment

Subbrands:Big Mac, Egg McMuffin, Happy Meals,Corporate citizenship : ronald McDonald Children s

Charities

Brand Personality : Family oriented , all-American ,

genuine, wholesome , cheerful, fun


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Relationship : The family/fun associations are inclusive

and Mcdonalds is part of the good times.

Logo : Golden Arches

Characters: Ronald mcDonald


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Value Proposition

Functional benefits : Good tasting burgers, fries, and

drinks that provide value, extras such as playground,

prizes, games.

Emotional Benefits :

kids :- fun via excitement of birthday parties,

relationship with Ronald McDonald and other

characters and feeling of special family times.

Adults:- warmth via link to family events and

experiences reinforced by the McDonalds emotionaladvertising.


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Brand personality

Definition:

The set of human characteristics associated with agiven brand. Thus it includes such characteristics as

gender, age, socioeconomic class as well as such

classic human personality traits as warmth, concern and

sentimentality.

e.gVirginia Slims tends to be feminine in comparison

to the masculine Marlboro.

Apple is considered young while IBM tends to be

seen as older( in part because it has been around

longer)


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Brand personality like human personality is both

distinctive and enduring . Coke is considered authentic

and real whereas Pepsi is considered young, spirited

and exciting.

Personality of Harley Davidson (HD) bikes

There are 3 core values of HD bikes

1) The dominant value is personal freedom, whichincludes freedom from confinement (confined in a car or

a t home) and freedom from mainstream values and

social structures.

The Harley Davidson eagle logo is one symbol of this

freedom.


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2) Second value is patriotism and American heritage.

3) Then third value is being macho , inspired in part

by the outlaw bikers in The wild ones , the famed Marlon

Brando movie in1950

s.Expressions of manliness arelike wearing T-SHIRTS Real Men wear Black.

HD bikes are the biggest, heaviest, loudest and thus the

most macho motorcycles in the world. There is an

abundance of black leather, heavy boots, chrome, and

other signals of maleness at Harley Rallies.

The Harley mottoLive to ride, ride to live appeals also

to non macho potential buyers.


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The owners of Japanese bikes focuses on functional

benefits , whereas the Harley-Davidson owner is much

more concerned with emotion and self-expressive

benefits.

Brand Personality Scale

A study was done among1000

U.S respondents, 60

wellknown brands and 114 personality traits. Five personality

factors emerged the most significant. These 5 explain

the differences between the brands.


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1) Sincerity (Campbells, Kodak, Hallmark)

Down-to-earth : family oriented, small town,

conventional,blue-collar, all-American

Honest : Sincere, real, ethical, thoughtful, caring Wholesome : original, genuine, ageless, classic , old-

fashioned

Cheerful : sentimental, friendly, warm, happy


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2) excitement (Porsche, Absolut, Benetton)

Daring : trendy, exciting, off-beat,, flashy, provocative

Spirited: cool, young, lively, outgoing, adventurous

Imaginative: unique, humorous, surprising, artistic ,fun

Up-to-date: independent, contemporary, innovative,

aggressive


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3) Competence: (Amex, CNN, IBM)

Reliable: hardworking, secure, efficient, trustworthy,

careful

Intelligent: technical, corporate, serious Successful : leader, confident, influential

4) Sophistication (Lexus, Mercedes, Revlon) Upper class: glamorous, good-looking, sophisticated

Charming: feminine, smooth, sexy, gentle


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5) Ruggedness (Levis, Marlboro, Nike)

Outdoor: masculine, western, active, athletic

Tough: rugged, strong, no-nonsense

Brand Image

Represents the essence of all the impressions or

imprints about the brand that have been made in theconsumers mind.


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It includes

impressions about its physical features and

performances,

impressions about the functional benefits from using it, impressions about the kind of people who use it,

the emotions and associations aroused by it,

the imagery and symbolic meanings it evokes in the

consumers mind.


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The brand image is indeed the totality of the brand in the

perception of the consumer

It embraces the brands physical and functional aspects

and also its symbolic meanings. The brand personality dwells mainly in symbolic aspects.

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