1. Identity vs image
BRAND IDENTITY BRAND IMAGE
9 8+ 7-
How we see ourselves? How others see us?
2. Brand core
• Brand core is the heart of the brand, the main
• It is the key element. It creates long term focus for
the organisation and for the brand
• Brand core should be found from everything a
brand is and does; it should infuse product
development, distribution strategy, pricing,
targeting, sampling, joint ventures, advertising,
3. Clarity & coherence
• Brand can be compared to a family where
each (product) have a role and a
relationship to others
• A strong and large family is characterized
by strong common ethos (shared values or
personality traits) and a certain physical
resemblance. However, each member has
4. Brand identity prism
5. Brand identity prism
• Identity prism enhances the core brand
• Every facet can be deﬁned
• Thee facets should not be uniform or
• read Strategic Brand Management by J.N.
6. Brand identity prism
• Facets on bottom - reﬂection, relationship,
products - are directly visible social facets that
form the outward expressions.
• Facets on top - personality, culture and self-image
– are incorporated within the brand itself, within
it's spirit. These are called brand style. Cannot be
altered often (say in ﬁve to ten years min.)
• The relationship and culture facets, bridges the gap
between the sender and the recipient.
7. Brand identity
• Companies are usually either:
• Product-led (fex. automobiles, product facet,rare
or when dominates the category)
• Environmentally-led (fex. hotels, culture facet)
• Behaviorally driven(fex. service companies,
• Communication, advertising driven (value
8. How to deﬁne brand
9. Internal culture
• HR (recruitment, training, rewarding)
• brochures & publications
• workshops and social events
• customer relationships
• sales force communication
• working atmosphere
• managerial feedback quarterly or annually
• non work commitment and play related to brand values
• Use technology and web to create
meaningful relationships with your
• Make the core focus of your brand the
basis for all relationships!
• Be active in online and ofﬂine communities
relating to the brand values
12. Reﬂection & self-image
• It is not just a question of ‘What does this
brand say about me to others?’
• Just as important is ‘What does this brand
say about me - to me?’
• Functional beneﬁts are the most visible and
common basis for a brand.
• All products have functional beneﬁt. Many brands
have problems with the physical facet because
their functional added value is weak.
• Products must always embody the core brand
values. Thus the natural selection for the products
is not solely the economic reasoning but whether
the product ﬁts to the culture and standards of the
15. B2B vs B2C brand focus
16. THE STEPS TOWARDS
• The customer experience moves from
tangible attributes to understanding the
• The experience precedes the essence
• Understanding the focus might take time.
Believing in the focus takes even more.
18. Launching a new brand
BRAND CULTURE INTERNAL BRAND LAUNCH
brochures & publications EMPLOYEES
EXTERNAL BRAND LAUNCH
(how you look) PRODUCTS MARKETING
& SERVICE COMMUNICATION
(what you say and where)
PROPOSITIONS POSITIONING Communication strategy
Budget setting (How much)
Tactic setting (How you spend it)
Success metrics (How you measure)
19. Launching a new brand
• The objective of internal communication is
to assimilate the FOCUS to the company.
• Start from the internal framework including
company personnel and other related
stakeholders fex retailers
• Then make the strategy for marketing and
products (the creative brief for design
20. Brand communication
• Marketing & advertising
• There is a difference in selling and telling
• Branding is always about telling. This telling
is achieved through brand strategy and
21. Brand communication
22. Out of ideas?
23. State your position!
• Positioning is competitive choices against
the competing brands
• By deﬁning positioning we remain sure
what we’re competing against for, how and
24. State your position!
25. Brand architecture
26. Brand architecture models
(according to Kapferer 2008, page 354)
27. Range branding
• Aligning ALL the products under one single
PRODUCTS A B C D E F...
28. Brand extensions
• Does this new & proﬁtable product or
service ﬁt to the existing product family?
• Does this product meet one of the brand
identity prism criteria?
• Is the innovation in the brand core?
• Don’t do it.
29. Brand extensions
• Whenever you compromise on your
principles, you and your customers will be
• Why co-branding is good for you
• If multiple brands have to exist align them
under a single masterbrand
30. Brand is not what you SAY. It’s what they THINK.
31. Brand image
• The brand identity should be expressed
• People (culture facet)
• Products & Service (relationship facet)
• Marketing communication (value
• Brand image is the outcome of these
32. Brand image
33. Brand image
• However, you can’t rule the brand alone in
a free world
34. Brand image
BRAND IDENTITY RETAILERS
35. What we can do for you?
• The folks at Client are delighted to provide:
• strategic focus & brand building
• visual & design aid
• web design and services that enhance the
• - if the cause is right.