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Brand identity

• Customers must recognize that youstand for something. 

- Howard Schultz, Starbucks

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Brand identity

• Brand identity is a set of unique set ofbrand associations. 

• A value proposition • Consists of twelve dimensionsorganised around four perspectives-

brand as product, organisation, person& as symbol. • Includes Core & Extended identity.

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Brand identity

• Brand identity traps 1.The brand Image Trap 2.The brand position trap 3.The external perspective trap 4.The product –attribute fixation trap

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• The brand Image Trap - Customer dictate what you are.

 

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• The brand position trap - Inhibits the evolution of a full fledged

brand identity

 

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• The external perspective trap - Saturn

 

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• Product attribute fixation trap • A brand is more than a produc. e.g. hobart • Product –attribute Research.e.g. Industrial product

research • Limitations- fail to differentiate. E.g. Jiff peanut

butter,Hotels • Easy to copy • Assume a rational customer • Limit Brand extension strategies.e.g. Heinz • Reduce strategic flexibility.e.g.Weight watchers

&healthy choice

 

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• Breaking out of the traps • A brand –as-product that includes user

imagery,country of origin • As organisation, a person, & a symbol• A value proposition • Credibility • Internal & external role

 

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• Brand identity perspectives The brand as a product- product related

attributes, Quality/value, associations withuse occasion,Associations with users,Link to a countryor region The brand as organisation Brand as person Brand as symbol 

 

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• The identity structure Core identity Extended identity

 

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Brand identity prism• a blue print

• Is managing a brand is same as

managing a product? • Brand model is necessary for

developing effective branding

strategy and management

 

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Kepferer’s model 

• A brand’s identity has six dimensions • brand physique e.g., IBM

salient objectives, features, name,colours, logos, packaging. e.g., coke’s bottle • Personality bcoz of spokesperson or endorsers., e.g.,Hyundai's santro

 

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• Culture • rites, rituals and values. • Every brand’s background lies a

system/network of values. • Consumer’s preferences, prejudices and

behaviours e.g., Nordstrom personifies ultimate service,British airways, Mercedes,- Draw system of values from the countries the

originate in.

 

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• Relationship • key differentiators- the ability of the brand toforge customer relationships. E.g., Nike 

• Brands forge relationship on the basis of

emotional, functional or aspirational delivery.E.g., big bubble, high luxury brands,annapurna. 

• Particularly imp. In services.e.g., ICICI, ABN

Amro- your kind of bank, global trust bank.

 

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• Reflection - image of its buyers who it seeks to address inthe communication.e.g., Pepsi, whirlpool. • reflection and target market may not be the

same.e.g., Allen solly, fair and lovely. • Self Image - how a customer sees himself in relation to

brand.- Internal reflection. E.g., CFC ac’s,

- Own’s self perception- current and the desired.E.g., Louis Philippe, American express card.

 

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Three sides of the model

• Sender- brand personality andphysique 

• Receiver- reflection and self image • Connection- brand culture andrelationship.