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LookingInside   Brands
A Brand              is a promise -           a guarantee of origin          and consistent quality                      2
Components of a brand  Inside                Brand  the brand             outcomes  Needs                 Familiarity  Per...
Analysing a brand identity                Extended                  Core                   4
Brand Identity                         Organisation                    What                                               ...
JWT Brand Essence Funnel: Sunny DelightAttributes     Fruity emulsion         Fortification                  SunshineFunct...
Aaker’s Brand Identity System                  Brand Identity                       Extended                        Core  ...
Aaker’s Value Proposition               Functional                Benefits               Emotional                Benefits...
How RI tends to look at Brands         Brand Identity                 Emotional                                         Be...
Brand Personality DimensionsSINCERITY               EXCITEMENT        COMPETENCE     SOPHISTICATIONDown to earth          ...
Example: Intelligent                  11
Example: Imaginative                 12
Brand Affinity Dimensions    Heritage    Bonding       Prestige     Trust       Caring     Acceptability   Innovation   No...
Tools for the jobImage                                        Affinity        Brand Identity             Emotional        ...
Coffee Break               15
Aaker’s Brand Identity System                  Brand Identity                       Extended                        Core  ...
Brand as:Product           Organisation       Person               Symbol1 Product         7 Organisation     9 Personalit...
JWT Brand Essence Funnel: Sunny DelightAttributes     Fruity emulsion          Fortification                  SunshineFunc...
Kapferer’s brand identity prism                  Picture of Sender          Physique             Personality   Relationshi...
Lacoste identity prism           Quality shirt           Tennis                                    Discreet           Golf...
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Looking inside brands by ri

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Transcript of "Looking inside brands by ri"

  1. 1. LookingInside Brands
  2. 2. A Brand is a promise - a guarantee of origin and consistent quality 2
  3. 3. Components of a brand Inside Brand the brand outcomes Needs Familiarity Personality Equity Affinity Value Performance Loyalty Benefit 3
  4. 4. Analysing a brand identity Extended Core 4
  5. 5. Brand Identity Organisation What the brand Origin Personality is like Product scope attributes quality User uses imagery Symbols Brand what Benefits consumerthe brand relationships does 5
  6. 6. JWT Brand Essence Funnel: Sunny DelightAttributes Fruity emulsion Fortification SunshineFunctions Gluggable Justifies NaturalisesRewards Absorbed Good ShinyValues Belonging Health ZestPersonality Easy Sparky RighteousVision focus Feel good fruit drink 6
  7. 7. Aaker’s Brand Identity System Brand Identity Extended Core Brand as Brand as Brand as Brand as Product Organisation Person Symbol Value Proposition Credibility Brand - Customer Relationship 7
  8. 8. Aaker’s Value Proposition Functional Benefits Emotional Benefits Self-Expressive Benefits 8
  9. 9. How RI tends to look at Brands Brand Identity Emotional Benefits Self-Expressive Brand as Brand as Brand as Organisation Person Symbol Benefits Functional Identity Benefits 9
  10. 10. Brand Personality DimensionsSINCERITY EXCITEMENT COMPETENCE SOPHISTICATIONDown to earth Daring Reliable Upper classFamily oriented Trendy Hard working GlamorousSmall town Exciting Secure Good lookingHonest Spirited Intelligent CharmingSincere Cool Technical FeminineReal Young Corporate SmoothGenuine Imaginative Serious RUGGEDNESSWholesome Unique Leader OutdoorsyOriginal Humorous Confident MasculineCheerful Up to date WesternSentimental Independent ToughFriendly Contemporary Rugged StrongSource: Jennifer Aaker, JMR August 1997 10
  11. 11. Example: Intelligent 11
  12. 12. Example: Imaginative 12
  13. 13. Brand Affinity Dimensions Heritage Bonding Prestige Trust Caring Acceptability Innovation Nostalgia Endorsement 13
  14. 14. Tools for the jobImage Affinity Brand Identity Emotional Benefits Self-Expressive Brand as Brand as Brand as Organisation Person Symbol Benefits Functional Identity Benefits 14
  15. 15. Coffee Break 15
  16. 16. Aaker’s Brand Identity System Brand Identity Extended Core Brand as Brand as Brand as Brand as Product Organisation Person Symbol Value Proposition Credibility Brand - Customer Relationship 16
  17. 17. Brand as:Product Organisation Person Symbol1 Product 7 Organisation 9 Personality 11 Visualscope attributes (eg (eg genuine, imagery and2 Product innovation, energetic, rugged) metaphorsattributes consumer 10 Brand- 12 Brand3 Quality/value concern, customer heritage4 Uses trustworthiness) relationships5 Users 8 Local vs (eg friend,6 Country of global adviser)origin Value Proposition Credibility Functional benefits Support other brands Emotional benefits Self-expressive benefits Brand - Customer Relationship 17
  18. 18. JWT Brand Essence Funnel: Sunny DelightAttributes Fruity emulsion Fortification SunshineFunctions Gluggable Justifies NaturalisesRewards Absorbed Good ShinyValues Belonging Health ZestPersonality Easy Sparky RighteousVision focus Feel good fruit drink 18
  19. 19. Kapferer’s brand identity prism Picture of Sender Physique Personality Relationship Culture Reflection Self-image Picture of Recipient 19
  20. 20. Lacoste identity prism Quality shirt Tennis Discreet Golf Without fancy Sportswear Crocodile Physique PersonalitySocial conformity Lacoste Individualismand distinction Relationship Culture Aristocratic ideals Classicism Customer’s Customer’s reflection self-projection Neither hyperfeminine nor hypermasculine Belonging to a club Transgeneration 20
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