Brand Identity

Branding Strategy

Identityvs.

Image

How we see ourselves...

How others see us...

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

DefinitionBrand 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.

DefinitionA brand identity provides direction, purpose and meaning for the brand. It is central to a brands 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 BrandBRAND 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 ManagementBrand Identity

ResultsBrand Strategist

Strategy

Brand Image Brand Position

Customers & Potential customers

Messaging

Marketing, PR, Product

Popular, fun, goofy expressive

ResultsBrand Strategist

Strategy

Do you Yahoo?

Customers & Potential customers

Messaging

Marketing, PR, Product

Brand Identity and Brand Equity

Brand Identity

Brand Associations

Brand Equity

Brand Identity SystemA brands identity can be viewed from four perspectives:1. 2. 3. 4.

brand as product brand as organization brand as person 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.

Brand Identity PlanningExtended

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. Brandcustomer relationship

Brand As Symbol 1. Visual Imagery and metaphors 2. Brand Hreritage

Brand Identity Model(1) Aaker ModelExtended Core Brand Essence

Brand as Product

Brand as Organization

Brand as Person

Brand as Symbol

/ / / /

Brand Personality Symbol Mark Relationships Color Logotype Brand Name

Brand Identity SystemBrand Identity Brand as Product Brand as Organization Brand as Person Brand as Symbol

Value Proposition

Credibility

Brand-Customer Relationship

Dimensions of Brand IdentityBrand as Product

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

Dimensions of Brand IdentityBrand as Organization

innovation, consumer concern trustworthiness Local vs. global

Dimensions of Brand IdentityBrand as Person Personality

genuine, energetic, rugged friend, adviser,

Dimensions of Brand IdentityBrand as symbol

Visual imagery and metaphors Brand heritage

Brand as symbols

The Kapferer Brand Identity PrismPICTURE OF SENDERPhysique Personality

EXTERNALISATION Relationship

INTERNALISATION Culture

Reflection

Self-Image

PICTURE OF RECIPIENT

Six Facets of Brand Identity1. 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 brands 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 reflection Produces a reflection or image of the buyer or user Different from target the describes brands 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 image Self image is the targets 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

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.

Values Products Benefits Features

- Brand and products positioning - Communication platform - Physician segmentation - To discover the reasons why purchase decisions are made -

Consumer perception, motivations and expectations (Means-End theory)

Brand Identity Model Keller ModelDesigning Brand Core Developing Brand Communication Acquired Brand Power Performance

Brand Identity System Name Slogan Sound Symbol/Logo Color Character Brand Delivery System Website Contents/Solution Communication Customization

Brand Performance

Marketing Performance Sales Market Share Brand Loyalty Customer Satisfaction Coverage/Connection

Awareness Associations Attitude/Activity

Brand Essence Philosophy Positioning Personality Promise/Value

Brand Assessment

Financial Performance

Brand Equity Model Brand Diagnosis Model Brand Extension Model

Profits Site Value Stock Value

THE BRAND IMAGE TRAPBrand 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.

Whos 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 TrapMost Common trapBrand Users (the Charlie woman) Country of Origin (Audi has German craftsmanship) Organizational Associations (3M is innovative company) Brand Personality (Yahoo is fun and irreverent)

A brand is more than product

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)