Brand Management - Brand Identity & Image

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Transcript of Brand Management - Brand Identity & Image

  1. 1. BRAND IDENTITY It is a unique set of Brand Associations that the strategists aspire to create or maintain. These associations represent what the brand stands for & imply a promise to customers . 1
  2. 2. Brand Identity? Aspiration External brand image For internal communication Brand Identity
  3. 3. Why Brand Identity? Externally Shapes our brand image Provides basis for relationships and choice Internally Stimulates programs and prioritize initiatives Inspire people
  4. 4. THE ESSENCE OF BRAND IDENTITY What is its individuality? What are its long term goals & ambitions? What is its consistency? What are its values? What are its basic truths? What are its recognition signs? 4
  5. 5. Product - Scope - Attributes - Quality - Uses Org. Association Brand personality Symbols Brand Cus.Relationship Emotional relationship Country Of origin User imagery Self expressive benefits BRAND IDENTITY 5
  6. 6. Brand Identity Principles Multiple dimensionsnot just a three word phrase No restrictionsbeyond attributes/benefits Dimensions are prioritized Core identitymore important elements Source of differentiation, resonance, and strategy Drive major programs, initiatives Extended identity provides texture and completenesshelps determine what is on-brand EssenceOptional Internal communication vs. position/taglinewhat we communicate externally now
  7. 7. Culture INTERNALISATION Relationship PICTURE OF THE RECIPENT PICTURE OF THE SENDER EXTERNALISATION BRAND IDENTITY PRISM 7
  8. 8. Research problem: How have Adidas used the instrument Branding, and which roll did it play in the competition between Adidas and Nike?
  9. 9. Physical product Personality Culture Self imageReflection Relation Brand Identity Prism - Nike Sports and fitness Like Jordan, Woods American Just do It! Cool Athlete Success, Provocative, Achiever High performer, Excellence
  10. 10. Physical product Sports and fitness Personality Traditional, Conser- vative, Collective Culture European Traditional Self-Image Relates more to competing than to winning Reflection True sportsmanship Strong work ethic A good team player Relation Quality and Heritage Brand Identity Prism - Adidas
  11. 11. BRAND ESSENCE Brand positioning Strategic personality TOTAL BRAND IDENTITY Brand name Mktg. comm. Promotion Logo/ Graphic CORE OF THE BRAND IDENTITY 11
  12. 12. EXPLORING BRAND IDENTITY SYSTEM:- 1. WHAT ? 2. HOW ? 3. WHY ? HOW TO BUILD A POSSIBLE BRAND IDENTITY:- 1. Objectives. 2. Brand opportunities. 3. Brand positioning & Brand personality. 4. Drive identity possible contact points. 12
  13. 13. Chapter 9 - Building and Managing Brand Equity PPT 9-13 Identify What to Stand for Straightforward Diversified Perspective Flexible Risk-Sharing Partner World-Class Resourceful Technology that Works Broad Capability In-Depth Understanding Of Customers Best-of-Breed Value Creation Collaborator Informal Competent Confident Team Oriented Gets Job Done Global Local People Culture World Health Open Communication Experienced Multi-Cultural Committed To Excellence Dynamic Bold Without Arrogance B-to-B Service Company Partner With Customers Customized Solutions Close to Customers Geographically & Culturally
  14. 14. Chapter 9 - Building and Managing Brand Equity PPT 9-14 Simple As Dell Value for Performance Customization Incredible Service Dell Responds Direct Model Latest Technology Close to Customer Understands needs Equipment Communication Personality Competent, Successful Serious (not Apple) Approachable
  15. 15. Chapter 9 - Building and Managing Brand Equity PPT 9-15 Use only constructs that are helpful and fit! Do not feel compelled to use all dimensions! Guidelines
  16. 16. Identify Brand Identity Elements Team Solutions Close to Customers Geographically & Culturally Collaborative Partner With Customers Cluster & LabelTry different combinations Customized Solutions Open Communication Close to Customers Geographically & Culturally Customized Solutions Collaborative Partner With Customers ------------------------------------------------------------------------------------------------------.
  17. 17. Chapter 9 - Building and Managing Brand Equity PPT 9-17 Identify Brand Identity Elements Spirit of Excellence Worldly but Informal Technology That Fits Confident, Competent Support World HeathGlobal Network Of Local Experts Open Communicator Team Solutions Cluster and Label
  18. 18. Chapter 9 - Building and Managing Brand Equity PPT 9-18 Identify Core Identity Elements Spirit of Excellence Worldly but Informal Technology That Fits Core Identity Confident, Competent Support World HealthGlobal Network Of Local Experts Open Communicator Team Solutions CoreMost Important
  19. 19. Chapter 9 - Building and Managing Brand Equity PPT 9-19 The Brand Essence Spirit of Excellence Worldly but Informal Technology That Fits Core Identity Commitment to Excellenceanytime, anywhere, whatever it takes Confident, Competent Support World HeathGlobal Network Of Local Experts Open Communicator Team Solutions A compact theme or concept that represents much or all of the core identity
  20. 20. Chapter 9 - Building and Managing Brand Equity PPT 9-20 The Brand Essence Essence: A compact theme or concept that represents much or all of the core identityfor internal communication vs. Tagline: Summarizes the positionfor external communication Tagline can be but rarely is the essence Do you Yahoo? Did somebody say McDonalds Like a rock (Chevy Trucks) Essence can be understated Just works better focused on functional benefits German engineering (VW) Casual luxury (Banana Replubic) focused on emotional benefits Power to be your best (Apple) Do more (American Express) Note the dual meaning
  21. 21. PPT 9-21 Nike Core Identity & Essence Brand Identity Model Performing at Your Best Brand Essence Performing at Your Best Core Identity Excellence/Winning Exhilaration Individual Success Technological Advancement Illustrative ExhilarationExcellence Technological Advancement Individual Success
  22. 22. PPT 9-22 Brand Identity Objectives Resonate Differentiate or reflect points of parity Have or Gain Credibility Reflect Strategy Have Clarity
  23. 23. PPT 9-23 Resonate with Customers Team Solutions Resonanceit should matter to customers & add value e.g. Customer now demand total solutions Close to Customers Geographically & Culturally Anticipate Needs Customized Solutions Collaborative
  24. 24. Chapter 9 - Building and Managing Brand Equity PPT 9-24 Differentiation/Points of Parity Team Solutions Collaborative DifferentiationUnique or different assets and programs e.g. Multi-cultural staff Paritydimensions on which the brand needs to be perceived as adequate so that competitor brand strengths are neutralized Close to Customers Geographically & Culturally Anticipate Needs Customized Solutions
  25. 25. Chapter 9 - Building and Managing Brand Equity PPT 9-25 CredibilityProof Points & Strategic Imperatives Proof pointsExisting strengths and programs that provide credibility e.g. Have the organizational scope and capability to do it all Team Solutions Close to Customers Geographically & Culturally Anticipate Needs Customized Solutions Collaborative Strategic ImperativeAssets and Programs needed to deliver future credibility e.g. Build incentivesteam behavior and culture; reduce arrogance
  26. 26. Chapter 9 - Building and Managing Brand Equity PPT 9-26 Reflect the Strategy Team Solutions Reflect strategyit should reflect the strategy direction and initiatives e.g. the firm is committed to breaking down silos and creating a seamless systems solutions Close to Customers Geographically & Culturally Anticipate Needs Customized Solutions Collaborative
  27. 27. 27 BRAND MANAGEMENT THRO MINIMISING GAPS Brand Identity Gives rise to Brand reputation Providing info. that enables fine tuning
  28. 28. BRAND IMAGE Brand Image Image of Maker Image of Product Image of user Brand Equity Image of competing Brands 28
  29. 29. 29 TWO COMPONENTS OF THE BRAND IMAGE Brand Association (product, service, Org., characteristics) Brand Persona (Human characteristics) Brand Image