Download - Brand Management - Brand Identity & Image

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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 .

Brand Identity?

AspirationExternal brand imageFor internal communication

Brand Identity

Why Brand Identity?

ExternallyShapes our brand imageProvides basis for relationships and choice

Internally Stimulates programs and prioritize initiativesInspire people

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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?

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Product- Scope- Attributes- Quality- Uses

Org. Association

Brandpersonality

Symbols

BrandCus.Relationship

Emotionalrelationship

CountryOf origin

Userimagery

Self expressivebenefits

BRAND IDENTITY

Brand Identity PrinciplesMultiple dimensions—not just a three

word phraseNo restrictions—beyond

attributes/benefitsDimensions are prioritized

◦ Core identity—more important elements Source of differentiation, resonance, and

strategy Drive major programs, initiatives

◦ Extended identity provides texture and completeness—helps determine what is on-brand

Essence—Optional Internal communication

◦ vs. position/tagline—what we communicate externally now

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Cu

lture

Personality

Self Image

INTER

NA

LIS

ATIO

N

Physique

Rela

tion

sh

ip

Reflection

PICTURE OF THE RECIPENT

PICTURE OF THE SENDER

EX

TER

NA

LIS

ATIO

N

BRAND IDENTITY PRISM

Research problem:

How have Adidas used the

instrument Branding, and

which roll did it play in the

competition between Adidas

and Nike?

Physical product Personality

Culture

Self imageReflection

Relation

Brand Identity Prism - Nike

Sports andfitness

Like Jordan, Woods…

AmericanJust do It!

Cool”Athlete”

Success,Provocative,Achiever

High performer,Excellence

Physical productSports andfitness

PersonalityTraditional, Conser-vative, Collective

CultureEuropeanTraditional

Self-ImageRelates more to competing than to winning

ReflectionTrue sportsmanshipStrong work ethicA good team player

RelationQuality andHeritage

Brand Identity Prism - Adidas

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BRANDESSENCE

Brand positioning

Strategic personality

TOTAL BRAND IDENTITY

Brand name

Mktg. comm.

Promotion

Productperformance

Selling

Stgy.

Logo/Graphic

CORE OF THE BRAND IDENTITY

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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.

Chapter 9 - Building and Managing Brand Equity

PPT 9-13

Identify What to Stand for

Straightforward

DiversifiedPerspective

Flexible

Risk-SharingPartner

World-Class Resourceful

Technologythat Works

BroadCapability

In-DepthUnderstandingOf Customers

Best-of-Breed

ValueCreation

Collaborator

Informal

Competent

Confident

TeamOriented

Gets JobDone

Global

Local PeopleCulture

WorldHealth

OpenCommunication

Experienced

Multi-Cultural

CommittedTo Excellence

Dynamic

BoldWithout

Arrogance

B-to-B Service Company

PartnerWith Customers

Customized Solutions

Close toCustomers

Geographically &Culturally


PPT 9-14

SimpleAs Dell

Value forPerformance

Customization

Incredible ServiceDell Responds

Direct ModelLatest

Technology

Close to CustomerUnderstands needs• Equipment• Communication

Personality Competent, Successful Serious (not Apple) Approachable


PPT 9-15

Use only constructs that are helpful and fit!

Do not feel compelled to use all dimensions!

Guidelines

Identify Brand Identity Elements

TeamSolutions

Close toCustomers

Geographically & Culturally

Collaborative

PartnerWith

Customers

Cluster & Label—Try different combinations

Customized

Solutions

OpenCommunicati

on

Close toCustomers

Geographically &Culturally

CustomizedSolutions

Collaborative

PartnerWith Customers

------------------------------------------------------------------------------------------------------ .


PPT 9-17

Identify Brand Identity Elements

Spirit of Excellence

Worldlybut Informal

TechnologyThat Fits

Confident, Competent

SupportWorld Heath

Global NetworkOf Local Experts

OpenCommunicator

TeamSolutions

Cluster and Label


PPT 9-18

Identify Core Identity Elements


Worldlybut Informal

TechnologyThat Fits

Core Identity


SupportWorld Health


OpenCommunicator

TeamSolutions

Core—Most Important


PPT 9-19

The Brand Essence


Worldlybut Informal

TechnologyThat Fits

Core Identity

Commitment toExcellence—

anytime, anywhere,

whatever it takes


SupportWorld Heath


OpenCommunicator

TeamSolutions

A compact theme or concept that representsmuch or all of the core identity


PPT 9-20

The Brand Essence

Essence: A compact theme or concept that representsmuch or all of the core identity—for internal communication

vs. Tagline: Summarizes the position—for external communicationTagline can be but rarely is the essence Do you Yahoo? Did somebody say McDonald’s 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

PPT 9-21

Nike Core Identity & Essence

Brand Identity Model™

Performingat Your

Best

Brand Essence◦ Performing at Your Best

Core Identity◦ Excellence/Winning◦ Exhilaration◦ Individual Success◦ Technological Advancement

Illustrative

ExhilarationExcellence

TechnologicalAdvancement

IndividualSuccess

PPT 9-22

Brand Identity Objectives

• Resonate• Differentiate or reflect

points of parity• Have or Gain Credibility• Reflect Strategy• Have Clarity

PPT 9-23

Resonate with Customers

TeamSolutions

Resonance—it should matter to customers & add value e.g. Customer now demand total solutions

Close toCustomers


AnticipateNeeds


Collaborative


PPT 9-24

Differentiation/Points of Parity

TeamSolutions

Collaborative

Differentiation—Unique or different assets and programs e.g. Multi-cultural staff

Parity—dimensions on which the brand needs to be perceived as adequate so that competitor brand strengths are neutralized

Close toCustomers


AnticipateNeeds



PPT 9-25

Credibility—Proof Points & Strategic Imperatives

Proof points—Existing strengths and programs that provide credibility e.g. Have the organizational scope and capability to do it all

TeamSolutions

Close toCustomers


AnticipateNeeds


Collaborative

Strategic Imperative—Assets and Programs needed to deliver future credibilitye.g. Build incentives—team behavior and culture; reduce arrogance


PPT 9-26

Reflect the Strategy

TeamSolutions

Reflect strategy—it should reflect the strategy direction and initiativese.g. the firm is committed to breaking down silos and creating a seamless systems solutions

Close toCustomers


AnticipateNeeds


Collaborative

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BRAND MANAGEMENT THR’O MINIMISING GAPS

Brand Identity

Gives rise to

Brand reputation

Providing info. that enables

fine tuning

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BRAND IMAGE

Brand

Image

Image of

Maker

Image of

Product

Image of user

Brand Equity

Image of competing Brands

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TWO COMPONENTS OF THE BRAND IMAGE

Brand Association

(product, service,

Org., characteristics

)

Brand Persona(Human

characteristics)

Brand Image