Brand Identity

A Discussion on Brand

A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. www.scottmcnealy.com/businessplanning/GlossaryProductDevelopmentTerms.htm

A name, number, term, sign, symbol, design

or combination of these elements that an organization uses to identify one or more products. www.bcbstx.com/glossary/

A design, mark, symbol or other device that distinguishes one line or type of goods from those of a competitor. www.powerhomebiz.com/Glossary/glossary-B.htm

A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item ,a family of items, or all items of that seller. www.pdmamn.org/NPD%20Glossary.htm

That combination of name, words, symbols, or design that identifies the product and its source and distinguishes it from competing products-the fundamental differentiating device for all products. (Ch. 5, 6) highered.mcgraw-hill.com/sites/0072415444/student_view0/glossary.html

a mark or symbol identifying or describing a product and/or manufacturer, that is embossed, inlaid or printed. www.nahad.org/ihag/section_2.htm

A noun. A proper noun that is attached to an individual, a firm, a product or a service. Any proper noun may be a brand. Any individual or firm is a brand. A successful brand offers differentiating values for buyer appreciation. www.jaffeassociates.com/JaffeNews/00BrandGlossary.html

The Clicquot brand, etc., the best brand, etc. That is the merchant's or excise mark branded on the article itself, the vessel which contains the article, the wrapper which covers it, the cork of the bottle, etc., to guarantee its being genuine, etc. Madame Clicquot, of champagne notoriety, died in 1866. He has the brand of villain in his looks. It was once customary to brand the cheeks of felons with an F. The custom was abolished by law in 1822. www.bootlegbooks.com/Reference/PhraseAndFable/data/171.html

jargon for those things associated with a product name, such as the image or concept in customers' minds about what it means to them www.journalism-school.com/fgloss.htm

Umbrella term applied to everything from a name or logo, to the overall reputation of an organization or product. www.landreyco.com/exp_glossary.html

a name given to a product or service www.cogsci.princeton.edu/cgi-bin/webwn

a recognizable kind; "there's a new brand of hero in the movies now"; "what make of car is that?" www.cogsci.princeton.edu/cgi-bin/webwn

A unique and identifiable symbol,

association, name or trademark which

serves to differentiate competing products or services. Both a physical and emotional trigger to create a relationship between consumers and the product/service. www.allaboutbranding.com/index.lasso

A name, number, term, sign, symbol, design, or combination of these elements that an organization uses to identify one or more products. www.healthadvantage-hmo.com/customer_service/terms.asp

a trademark or trade name that identifies a product, a distributor, a producer or a manufacturer. www.abc.net.au/eightdays/glossary/default.htm

Product identification by word, name, symbol, design, or a combination of these. www.fluidcommunications.biz/marketing/marketing_definitions.htm

A brand is a mixture of attributes, tangible and intangible, symbolised in a trademark, which, if managed properly, creates value and influence. "Value" has different interpretations: from a marketing or consumer perspective it is "the promise and delivery of an experience"; from a business perspective it is "the security of future earnings"; from a legal perspective it is "a separable piece of intellectual property." Brands offer customers a means to choose and enable recognition within cluttered markets. www.hidp.org/programmer/glossary.html

A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. www.shapetomorrow.com/resources/b.html

A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. p. 269 users.wbs.warwick.ac.uk/dibb_simkin/student/glossary/ch09.html

A printed symbol of ownership that a company hopes consumers will associate with quality. www.jscfcu.org/kidglossary.htm

What is Brand?

“I don’t know who you are.I don’t know your company.I don’t know your company’s products.I don’t know what your company stands for.I don’t know your company’s customers.I don’t know your company’s reputation.Now - What was it you wanted to sell me?”

McGraw-Hill Magazine Ad

Brian Collins says…

• A brand is a symbol that makes a promise of an experience

• Pirates uses pirate flags to promise pillaging.

• Customers recognize this promise and flee or surrender.

David Aaker says

A mental box with• Advertisements• PR• News articles• Product

experiences• Customer

experiences

What is a brand?

Strawman: A collectively held idea of a company by its customers in reaction to the messages the company sends via advertising, product design and public relations.

What is Brand Identity?

Brand Identity is the 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 for the organization members.

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

Brand Position

Brand Image

Strategy

Messaging

Results

Brand Strategist

Marketing, PR, ProductCustomers & Potential

customers

Brand Management

Popular, fun, goofy

expressive

Do you Yahoo?

Strategy

Messaging

Results

Brand Strategist

Marketing, PR, ProductCustomers & Potential

customers

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.

Audience: FamiliesMessage: it’s fun here

Audience: Teens, young adultsMessage: We’re hip

Audience: AdultsMessage: Treat yourself, don’t cook

You deserve a break today

Audience: AnyoneMessage: Every eats here, must be good

Did these emerge from audience feedback, or strategy?

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.

Internal & External

Walmart’s greeters

Ritz-Carleton's “how may we be of service?”

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: it’s

What’s going on here?

More than a Product

PRODUCTScope

AttributesQualityUses

OrganizationalAssociations

Country of Origin

User Imagery

Self-ExpressiveBenfits

EmotionalBenefits

Brand-customer Relationships

Symbols

Brand Personality

BRAND

Limitations of Product-Attribute Identities

• Fail to Differentiate• Are easy to copy• Assume a Rational Customer• Limit Brand Extension Strategies• Reduce Strategic Flexibility

Think of Search, walkman-iPod,

Breaking Out of Traps• Brand-as-product that includes user

imagery and and/or country of origin• Brand Identify based on perspectives of

brand organization, a person and a symbol as well as a product

• A value proposition that includes emotional and self expressive benefits as well as functional benefits

• The ability of a brand to provide credibility as well as a value proposition

• The Internal as well as external role of the brand identity

• Brand Characteristics broader than brand positions

Extended

Brand Identity Planning

core

Brand As Product1. Product Scope2. Product

Attributes3. Quality/Value4. Uses5. Users6. Country

Brand as Organization1. Organizational Attributes2. Local vs. Global

Brand As Person1. Personality2. Brand-customer relationship

Brand As Symbol1. Visual Imagery and metaphors2. Brand Hreritage

Extended

core

Brand As Product1. Search2. Fast,

comprehensive3. “The best”4. Find anything:

research to fun5. Everyone6. International

Brand as Organization1. Hardworking, fun, cult2.Global view

Brand As Person1. Honest, but playful.2. Always there for you.

Brand As Symbol1. Simple design, basic html. Logo is not sacred.2. “old internet’

Extended

core

Brand As Product1. ____________2. ____________ 3. ____________4. ____________5. ____________6. ____________

Brand as Organization1. ___________2. ___________

Brand As Person1.__________ ____________2.__________

Brand As Symbol1. __________2. __________

YOU

The Nature of Consistencyis how consistent must the property design be

to keep the brand consistent?

Everything on brand