Brand Identity

Identityvs.

Image

How we see ourselves... How others see us...

Branding Strategy

Identity and Image

Identity:

The way a

company aims to

identify or

position itself

Image:

The way the

public perceives

the company or its

products

What is Image

It is decoded Identity

Definition

Brand identity is a unique set of brand associations that the brand strategist aspires to create or maintain.

These associations represent what the brand stands for and imply a promise to customers from the organization members.

Definition

A brand identity provides direction, purpose and meaning for the brand. It is central to a brand’s strategic vision and the driver of one of the four principal dimensions of brand equity:

associations,

which are the heart and soul of the brand.

Aspects of Brand

BRAND IMAGEHow the brand is now perceived

BRAND IDENTITYHow strategists want the brand to be perceived

BRAND POSITIONThe part of the brand identity and value proposition to be

actively communicated to a target audience

Brand Management

Brand Identity

Brand Position

Brand Image

Strategy

Messaging

Results

Brand Strategist

Marketing, PR, Product

Customers & Potential customers

Popular, fun, goofy

expressive

Do you Yahoo?

Strategy

Messaging

Results

Brand Strategist

Marketing, PR, Product

Customers & Potential customers

Brand Identity and Brand Equity

BrandIdentity

BrandAssociations

BrandEquity

Brand Identity System A brand’s identity can be viewed from four

perspectives:1. brand as product

2. brand as organization

3. brand as person

4. brand as symbol

When we view a brand from all these perspectives, it is easier to develop/reinforce a Value Proposition, Credibility and, ultimately, a Relationship with the customer.

Extended

Brand Identity Planning

core

Brand As Product

1. Product Scope

2. Product Attributes

3. Quality/Value

4. Uses

5. Users

6. Country

Brand as Organization

1. Organizational Attributes

2. Local vs. Global

Brand As Person

1. Personality

2. Brand-customer relationship

Brand As Symbol

1. Visual Imagery and metaphors

2. Brand Hreritage

Brand as

Product

Brand as

Organization

Brand as

Person

Extended

• 제품범주 / 속성 / 용도• 품질 / 가치• 사용자• 원산지

• 기업철학 / 문화• 지역기반

• Symbol Mark

• Color

• Logotype

• Brand Name

• Brand Personality

• Relationships

Brand as

Symbol

Brand Identity Model(1) – Aaker Model

Core

Brand Essence

Brand Identity System

Brand Identity

Brand asProduct

Brand asOrganization

Brand asPerson

Brand asSymbol

Value Proposition Credibility

Brand-Customer Relationship

Dimensions of Brand Identity

Brand as Product Product Scope Product Attributes Quality/value Uses Users Country of Origin


Brand as Organization

innovation, consumer concern trustworthiness Local vs. global


Brand as Person Personality genuine, energetic, rugged friend, adviser,


Brand as symbol Visual imagery and metaphors Brand heritage

Brand as symbols

Physique Personality

Self-ImageReflection

CultureRelationship

PICTURE OF RECIPIENT

PICTURE OF SENDER

The Kapferer Brand Identity Prism

INTERNALISATIONEXTERNALISATION

Six Facets of Brand Identity

1. A brand has physical qualities or a ‘physique’

What does it do?

What does it look like?

2. A brand has its own personality

Spokesperson or figurehead role

What brand would be if it were a person

3. A brand has its own culture

Set of values feeding the brand’s inspiration

Country of origin

4. A brand has its own relationship

Exchanges between people and brand

Service sectors and retailers

5. A brand is a reflectionProduces a reflection or image of the buyer or user

Different from target the describes brand’s potential buyer or user

Customer is reflected as s/he wishes to be seen from using the brand

Consumers use brands to built their own identities

6. A brand speaks to our self imageSelf image is the target’s own internal mirror

Attitude toward the brand fosters an inner relationship with self

Physique: Communication devise, hi technology, performance, design, interchangeable/ colorful “covers”, premium materials and graphics, user friendly software, big display, no antenna, comfortable forms, electronic visual identifier, audio identifier (“Grande valse”), Nokia blue and Nokia logo.

Personality: Innovative, fun, committed, reliable, trendy, involved, high achiever, honest, socially accountable and progressive.

Culture: Communication, respect for the individual, innovation, reliability, customer focus, customer satisfaction, cutting edge communications technology and global.

Relationship: “Connecting people”.

Reflection: Young, sophisticated, cool, fun, fashion and status concerned.

Self-image: Young, trendy, sophisticated, able to buy (symbol of social status), innovative and technology aware.

“The laddering theory is a one-to-one interviewing technique used to develop an understanding of how physicians translate the products attributes (Features) into meaningful associations for them (benefits

and values) in a given products class”.

Products

Features

Benefits

Values

Consumer perception, motivations and expectations

(Means-End theory)

- Brand and products positioning

- Communication platform

- Physician segmentation

- To discover the reasons why purchase decisions are made

- …

The laddering theory

Designing Brand Core

Developing Brand Communication

Acquired Brand Power

Brand Identity System

• Name• Slogan• Sound• Symbol/Logo• Color• Character

Brand Delivery System

• Website• Contents/Solution• Communication• Customization

Performance

Marketing Performance

• Sales• Market Share• Brand Loyalty• Customer Satisfaction• Coverage/Connection

Financial Performance

• Profits• Site Value• Stock Value

Brand Essence

• Philosophy

• Positioning

• Personality

• Promise/Value

Brand Performance

• Awareness

• Associations

• Attitude/Activity

Brand Assessment

• Brand Equity Model

• Brand Diagnosis Model

• Brand Extension Model

Brand Identity Model – Keller Model

THE BRAND IMAGE TRAP

Brand image is how customers and others perceive the brand

The brand image trap is that it lets the customer dictate what you are

Customer orientation gone amuck

Creating a brand identity is more than finding out what customers say they want.

Who’s the doctor?

“A brand identity is to brand strategy what "strategic intent"

is to a business strategy. Strategic intent involves an

obsession with winning, real innovation, stretching the

current strategy, and a forward-looking, dynamic

perspective; it is very different from accepting or even

refining past strategy. Similarly, a brand identity should not

accept existing perceptions, but instead should be willing to

consider creating changes.

External Perspective Trap

"What does your brand stand for?" "Achieving a 10 percent increase in sales"

Strategy has to look in, not just out.

Too busy marketing to live up to brand.

The Product Attribution Trap

Brand Users (the Charlie woman)

Country of Origin (Audi has German craftsmanship)

Organizational Associations (3M is innovative company)

Brand Personality (Yahoo is fun and irreverent)

Symbols (The stagecoach represents Wells Fargo)

Brand-Customer relationship (Gateway is a friend)

Emotional benefits (Saturn users feel pride in building a US built car)

Self-Expressive benefits (Nike users are strong)

Most Common trap

A brand is more than product

Brand Identity

Documents

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