Brand Identity

Brand Identity
Sarah Gorissen & Hendrik Leyssens

Content
Brands
Introduction
Definition
Functions
Product & Corporate Brands
Brand Identity
Definition
Brand Identity & Brand Image
Composition
Design supports
Conclusion
References

Brands
History of brands
Recognition
Quality
Financial value
Interbrand: world’s most valuable brands
E.g. Coca-Cola: ± 66 billion dollars

World’s most valuable brands Source: Interbrand. (2009). Best Global Brands, 2008 rankings.http://www.interbrand.com/best_global_brands.

Brand: definition
“ A brand is a name, term, sign, symbol or design, or a combination of them which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.”
Source: Kotler, P. Marketing Management. (1980 cited in Boer, 2003, p. 15)

Functions
Brand owner:
Financial value
New markets
Internal function
Distributor
Margin
Traffic
Consumer
Confidence and security
Recognition

Product & Corporate brands
Product Brand
Corporate Brand
Evolution
Advantages and disadvantages
Advantage Disadvantage Product Brand -synergy -brand extensions -negative publicity -diversification Corporate Brand -brand portfolio -risk of damage is limited -introduction new brand -brand extensions -no synergy

Brand Identity: definition
“ The outward expression of the brand, including its name and visual appearance. The brand's identity is its fundamental means of consumer recognition and symbolizes the brand's differentiation from competitors.”
Source: Interbrand Brandchannel, http://www.brandchannel.com/education_glossary.asp , accessed on the 4 th of March

Brand Image: definition
“ The customer's net "out-take" from the brand. For users this is based on practical experience of the product or service concerned (informed impressions) and how well this meets expectations; for non-users it is based almost entirely upon uninformed impressions, attitudes and beliefs.”
Source: Interbrand Brandchannel, http://www.brandchannel.com/education_glossary.asp , accessed on the 4 th of March

Difference Brand identity Brand image Source/company focused Receiver/target audience focused Created by managerial activities Created by perceptions of the consumer Encoded by ‘brand originator’ Decoded by ‘brand receiver’ Identity is sent Image is received/perceived

Composition brand identity Source: Boer, R. (2003). Brand Design. Amsterdam: Pearson Education. p. 57.

Mental brand identity
Brand vision
Mission statement
Core concept
Brand values
Brand promise
Brand personality

Composition brand identity Source: Boer, R. (2003). Brand Design . Amsterdam: Pearson Education. p. 57.

Visual brand identity
See
Feel
Hear
Taste
Smell
Language
Persons

Composition Source: Boer, R. (2003). Brand Design. Amsterdam: Pearson Education. p. 57.

Design supports
Product/service-related: packaging, manual,…
External communication related: advertising, website, brochures,…
Internal communication related: memo’s,…
Company-related: uniform, business cards,…

Conclusion
What is brand identity?
Company focused
Sending identity
How do you use your brand identity?
Design supports
Why do you need a brand identity?
Brand loyalty
Financial value

References
Boer, R. (2003). Brand Design , Amsterdam: Pearson Education Benelux, p. 264.
Nandan, S. (2005). An exploration of the brand identity-brand image linkage: A communications perspective. Brand Management, vol. 12 (no. 4) , 264-278.
Riezebos, R. (2002) . Merkenmanagement , Groningen: Noordhoff Uitgevers, p. 410.
Van Kralingen, R. (2003) . Superbrands , Amsterdam: Kluwer, p. 380.

Brand Identity
Sarah Gorissen & Hendrik Leyssens

Brand Identity

by Hendrik Leyssens on Mar 13, 2009

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