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Transcript of Brand Identity
Brand identity Customers must recognize that you stand for something. - Howard Schultz, Starbucks
Brand identity Brand identity is a set of unique set of brand associations. A value proposition Consists of twelve dimensions organised around four perspectivesbrand as product, organisation, person & as symbol. Includes Core & Extended identity.
Brand identity Brand identity traps 1.The brand Image Trap 2.The brand position trap 3.The external perspective trap 4.The product attribute fixation trap
The brand Image Trap - Customer dictate what you are.
The brand position trap - Inhibits the evolution of a full fledged brand identity
The external perspective trap - Saturn
Product attribute fixation trap A brand is more than a produc. e.g. hobart Product attribute Research.e.g. Industrial product research Limitations- fail to differentiate. E.g. Jiff peanut butter,Hotels Easy to copy Assume a rational customer Limit Brand extension strategies.e.g. Heinz Reduce strategic flexibility.e.g.Weight watchers &healthy choice
Breaking out of the traps A brand as-product that includes user imagery,country of origin As organisation, a person, & a symbol A value proposition Credibility Internal & external role
Brand identity perspectives The brand as a product- product related attributes, Quality/value, associations with use occasion,Associations with users, Link to a countryor region The brand as organisation Brand as person Brand as symbol
The identity structure Core identity Extended identity
Brand identity prism a blue print Is managing a brand is same as managing a product? Brand model is necessary for developing effective branding strategy and management
Kepferers model A brands identity has six dimensions brand physique e.g., IBM salient objectives, features, name, colours, logos, packaging. e.g., cokes bottle Personality bcoz of spokesperson or endorsers., e.g., Hyundai's santro
Culture rites, rituals and values. Every brands background lies a system/network of values. Consumers preferences, prejudices and behaviours e.g., Nordstrom personifies ultimate service, British airways, Mercedes, - Draw system of values from the countries they originate in.
Relationship key differentiators- the ability of the brand to forge customer relationships. E.g., Nike Brands forge relationship on the basis of emotional, functional or aspirational delivery. E.g., big bubble, high luxury brands, annapurna. Particularly imp. In services.e.g., ICICI, ABN Amro- your kind of bank, global trust bank.
Reflection - image of its buyers who it seeks to address in the communication.e.g., Pepsi, whirlpool. reflection and target market may not be the same.e.g., Allen solly, fair and lovely. Self Image - how a customer sees himself in relation to brand. - Internal reflection. E.g., CFC acs, - Owns self perception- current and the desired. E.g., Louis Philippe, American express card.
Three sides of the model Sender- brand personality and physique Receiver- reflection and self image Connection- brand culture and relationship.