Introducing Naming NEW BRAND and Identity CHPTR 3

7/29/2019 Introducing Naming NEW BRAND and Identity CHPTR 3

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Content

Types of Benefits

Brand Identity

Brand Image Trap

Brand Personality


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3 Main Choice whileintroducing a product:

Develop a NEW Brand individually

Add in existing brand.

Combination of a New and Existing Brand.


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Physical & Psychological Dimensions(Customers Point of view)

Important Need and brand has to meetthat needs.

Brand has to be potential to be preferred

by them.

Long term relationship by fulfilingthechanging needs of these customers.


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Customer Attributes

DemographicsLifestyles

Need/ Desires

Hopes/ Aspirations

Fears/ Concerns

Product Purchase & Usage Behaviour


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Types of Benefits

Congnitive & Emotional Benefit (Energetic andvibrant when drinking Coke)

Functional Benefit (Volvo is a safe, durable carbecause of its weight and design.)

Self Expressive Benefits (Nike has substantial self-expressive benefits associated with its brand - the"Just do it" concept,. as a Nike user, you expressyourself by performing to your capability)


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1.Congnitive & EmotionalBenefits

Value Added advantage (Difference between Titan &any basic watch)

Emotional Attachment

Rational (Trust, Confidence, Assurance)

Factual Quality (material, technology, services)


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Brand Identity-Meaning

Brand identity is a unique set of brand associationsthat 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.


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DimensionsBrand identity consists of twelve dimensions organized around four

perspectives

the brand-as-product (product scope, product attributes,quality/value, uses, users, country of origin),

brand-as-organization (organizational attributes, local versus

global)

brand-as-person (brand personality, brand-customerrelationships),

brand-as-symbol (visual imagery/metaphors and brand heritage)


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Brand Identity Structure

Brand identity structure includes

Core Identity: the central, timeless essence of the

brandis most likely to remain constant as the brand

travels to new markets and products.

Extended identity: It includes brand identity elements,

organized into cohesive and meaningful groupings, that

provide texture and completeness.

Extended

Core


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Brand Identity Traps

Brand Image Trap

Brand Position Trap

Product Attribute Fixation Trap

External Prespective Trap


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Knowledge of the brand image (how customers andothers perceive the brand) provides useful and even

necessary background information when developing a

brand identity.


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Brand Position Trap

A brand position is the part of the brand identity andvalue proposition that is to be actively communicated

to the target audience and that demonstrates an

advantage over competing brands.


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3.External Prespective Trap

From the perspective of most brand strategists,particularly in United States and Europe, a brand

identity is something that gets customers to buy the

product or service because of how they perceive the

brand. The orientation is entirely external.


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4.Product Attribute Trap

The most common trap of all is the product-attributefixation trap, in which the strategic and tactical

management of the brand is focused solely on

product attributes.


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BRAND PERSONALITY

The attribution of human personality traits (seriousness,

warmth, imagination, etc.) to a brand as a way to achievedifferentiation.

It is seen as a valuable factor in increasing brandengagement & attachment.

Brand Personality System (BPS) was tested & concludedas a compact set of traits were designed to both measure& structure brand personality.

Example: My LED TV is a beauty.


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3 Reasons of BrandPersonality:

First, because more and more parity products are arriving on thescene to duke it out with one another, the brand's personality maybe the one and only factor that separates it from its competitors.

Second, when a purchase decision involves (or perhaps evendepends on) an emotional response, a likeable personality maywell provide that necessary emotional link.

Third, a consistent brand personality can help not only the brand,but that brand's advertising stand out and be recognized.


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Brand Personalitydimensions

The Brand Personality Dimensions of Jennifer Aaker The fivecore dimensions and their facets are:

Sincerity(down-to-earth, honest, wholesome, cheerful) Excitement(daring, spirited, imaginative, up-to-date) Competence (reliable, intelligent, successful)

Sophistication (upper class, charming) Ruggedness (outdoorsy, tough)


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Creating Brand Personality

The process will be

Define the target audience

Find out what they need, want and like

Build a consumer personality profile

Create the product personality to match that profile


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Brand PersonalityRelationship Model

The concept of a relationship between a brand and aperson (analogous to that between two people) providesa different perspective on how brand personality mightwork.

To see how the relationship basis model works, consider

the personality types of people with whom you haverelationships and the nature of those relationships. Someof the types might be as follows:

Sincerity,Excitement, Competence,Sophistication,Ruggedness


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Brand Personality Drivers

PRODUCT-RELATEDCHARACTERISTICS NON-PRODUCT-RELATEDCHARACTERISTICS

Product category User imagery, CEO

Package Sponsorships, Celebrity

Endorser

Price Symbol

Product Attributes Age

Ad style

Country of origin


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Why We use BrandPersonality?

Enriching Understanding

Contributing To A Differentiating Identity

Guiding The Communication Effort

Creating Brand Equity through:1. Self Expression

2. Emotional

3. Functional


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How The Brand Helps ToExpress A Personality?

Feelings Engendered by the Brand Personality

The Brand as a Badge

The Brand Becomes Part of the Self


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Introducing Naming NEW BRAND and Identity CHPTR 3

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