Brand Identity A Discussion on Brand

A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. www.scottmcnealy.com/businessplanning/GlossaryProductDevelopmentTerms.htm A name, number, term, sign, symbol, design or combination of these elements that an organization uses to identify one or more products. www.bcbstx.com /glossary/ A design, mark, symbol or other device that distinguishes one line or type of goods from those of a competitor. www.powerhomebiz.com/Glossary/glossary-B.htm A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item ,a family of items, or all items of that seller. www.pdmamn.org/NPD%20Glossary.htm That combination of name, words, symbols, or design that identifies the product and its source and distinguishes it from competing products-the fundamental differentiating device for all products. (Ch. 5, 6) highered.mcgraw-hill.com/sites/0072415444/student_view0/glossary.html a mark or symbol identifying or describing a product and/or manufacturer, that is embossed, inlaid or printed. www.nahad.org/ihag/section_2.htm A noun. A proper noun that is attached to an individual, a firm, a product or a service. Any proper noun may be a brand. Any individual or firm is a brand. A successful brand offers differentiating values for buyer appreciation. www.jaffeassociates.com/JaffeNews/00BrandGlossary.html The Clicquot brand, etc., the best brand, etc. That is the merchant's or excise mark branded on the article itself, the vessel which contains the article, the wrapper which covers it, the cork of the bottle, etc., to guarantee its being genuine, etc. Madame Clicquot, of champagne notoriety, died in 1866. He has the brand of villain in his looks. It was once customary to brand the cheeks of felons with an F. The custom was abolished by law in 1822. www.bootlegbooks.com/Reference/PhraseAndFable/data/171.html jargon for those things associated with a product name, such as the image or concept in customers' minds about what it means to them www.journalism-school.com/fgloss.htm Umbrella term applied to everything from a name or logo, to the overall reputation of an organization or product. www.landreyco.com/exp_glossary.html a name given to a product or service www.cogsci.princeton.edu/cgi-bin/webwn a recognizable kind; "there's a new brand of hero in the movies now"; "what make of car is that?" www.cogsci.princeton.edu/cgi-bin/webwn A unique and identifiable symbol, association, name or trademark which serves to differentiate competing products or services. Both a physical and emotional trigger to create a relationship between consumers and the product/service. www.allaboutbranding.com/index.lasso A name, number, term, sign, symbol, design, or combination of these elements that an organization uses to identify one or more products. www.healthadvantage-hmo.com/customer_service/terms.asp a trademark or trade name that identifies a product, a distributor, a producer or a manufacturer. www.abc.net.au/eightdays/glossary/default.htm Product identification by word, name, symbol, design, or a combination of these. www.fluidcommunications.biz/marketing/marketing_definitions.htm A brand is a mixture of attributes, tangible and intangible, symbolised in a trademark, which, if managed properly, creates value and influence. "Value" has different interpretations: from a marketing or consumer perspective it is "the promise and delivery of an experience"; from a business perspective it is "the security of future earnings"; from a legal perspective it is "a separable piece of intellectual property." Brands offer customers a means to choose and enable recognition within cluttered markets. www.hidp.org/programmer/glossary.html A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. www.shapetomorrow.com/resources/b.html A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. p. 269 users.wbs.warwick.ac.uk/dibb_simkin/student/glossary/ch09.html A printed symbol of ownership that a company hopes consumers will associate with quality. www.jscfcu.org/kidglossary.htm What is Brand?

A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. www.scottmcnealy.com/businessplanning/GlossaryProductDevelopmentTerms.htm

A name, number, term, sign, symbol, design

or combination of these elements that an organization uses to identify one or more products. www.bcbstx.com /glossary/

A design, mark, symbol or other device that distinguishes one line or type of goods from those of a competitor. www.powerhomebiz.com/Glossary/glossary-B.htm

A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item ,a family of items, or all items of that seller. www.pdmamn.org/NPD%20Glossary.htm

That combination of name, words, symbols, or design that identifies the product and its source and distinguishes it from competing products-the fundamental differentiating device for all products. (Ch. 5, 6) highered.mcgraw-hill.com/sites/0072415444/student_view0/glossary.html

a mark or symbol identifying or describing a product and/or manufacturer, that is embossed, inlaid or printed. www.nahad.org/ihag/section_2.htm

A noun. A proper noun that is attached to an individual, a firm, a product or a service. Any proper noun may be a brand. Any individual or firm is a brand. A successful brand offers differentiating values for buyer appreciation. www.jaffeassociates.com/JaffeNews/00BrandGlossary.html

The Clicquot brand, etc., the best brand, etc. That is the merchant's or excise mark branded on the article itself, the vessel which contains the article, the wrapper which covers it, the cork of the bottle, etc., to guarantee its being genuine, etc. Madame Clicquot, of champagne notoriety, died in 1866. He has the brand of villain in his looks. It was once customary to brand the cheeks of felons with an F. The custom was abolished by law in 1822. www.bootlegbooks.com/Reference/PhraseAndFable/data/171.html

jargon for those things associated with a product name, such as the image or concept in customers' minds about what it means to them www.journalism-school.com/fgloss.htm

Umbrella term applied to everything from a name or logo, to the overall reputation of an organization or product. www.landreyco.com/exp_glossary.html

a name given to a product or service www.cogsci.princeton.edu/cgi-bin/webwn

a recognizable kind; "there's a new brand of hero in the movies now"; "what make of car is that?" www.cogsci.princeton.edu/cgi-bin/webwn

A unique and identifiable symbol,

association, name or trademark which

serves to differentiate competing products or services. Both a physical and emotional trigger to create a relationship between consumers and the product/service. www.allaboutbranding.com/index.lasso

A name, number, term, sign, symbol, design, or combination of these elements that an organization uses to identify one or more products. www.healthadvantage-hmo.com/customer_service/terms.asp

a trademark or trade name that identifies a product, a distributor, a producer or a manufacturer. www.abc.net.au/eightdays/glossary/default.htm

Product identification by word, name, symbol, design, or a combination of these. www.fluidcommunications.biz/marketing/marketing_definitions.htm

A brand is a mixture of attributes, tangible and intangible, symbolised in a trademark, which, if managed properly, creates value and influence. "Value" has different interpretations: from a marketing or consumer perspective it is "the promise and delivery of an experience"; from a business perspective it is "the security of future earnings"; from a legal perspective it is "a separable piece of intellectual property." Brands offer customers a means to choose and enable recognition within cluttered markets. www.hidp.org/programmer/glossary.html

A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. www.shapetomorrow.com/resources/b.html

A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. p. 269 users.wbs.warwick.ac.uk/dibb_simkin/student/glossary/ch09.html

A printed symbol of ownership that a company hopes consumers will associate with quality. www.jscfcu.org/kidglossary.htm

“ I don’t know who you are. I don’t know your company. I don’t know your company’s products. I don’t know what your company stands for. I don’t know your company’s customers. I don’t know your company’s reputation. Now - What was it you wanted to sell me?” McGraw-Hill Magazine Ad

“ I don’t know who you are. I don’t know your company. I don’t know your company’s products. I don’t know what your company stands for. I don’t know your company’s customers. I don’t know your company’s reputation. Now - What was it you wanted to sell me?” McGraw-Hill Magazine Ad

Brian Collins says… A brand is a symbol that makes a promise of an experience Pirates uses pirate flags to promise pillaging. Customers recognize this promise and flee or surrender.

A brand is a symbol that makes a promise of an experience

Pirates uses pirate flags to promise pillaging.

Customers recognize this promise and flee or surrender.

David Aaker says A mental box with Advertisements PR News articles Product experiences Customer experiences

A mental box with

Advertisements

PR

News articles

Product experiences

Customer experiences

What is a brand? Strawman: A collectively held idea of a company by its customers in reaction to the messages the company sends via advertising, product design and public relations.

Strawman: A collectively held idea of a company by its customers in reaction to the messages the company sends via advertising, product design and public relations.

What is Brand Identity? Brand Identity is the unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers for the organization members.

Brand Identity is the unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers for the organization members.

Aspects of Brand BRAND IMAGE How the brand is now perceived BRAND IDENTITY How strategists want the brand to be perceived BRAND POSITION The part of the brand identity and value proposition to be actively communicated to a target audience

BRAND IMAGE

How the brand is now perceived

BRAND IDENTITY

How strategists want the brand to be perceived

BRAND POSITION

The part of the brand identity and value proposition to be actively communicated to a target audience

Brand Management Brand Identity Brand Position Brand Image Strategy Messaging Results Brand Strategist Marketing, PR, Product Customers & Potential customers

Brand Management Popular, fun, goofy expressive Do you Yahoo? Strategy Messaging Results Brand Strategist Marketing, PR, Product Customers & Potential customers

THE BRAND IMAGE TRAP Brand image is how customers and others perceive the brand The brand image trap is that it lets the customer dictate what you are Customer orientation gone amuck Creating a brand identity is more than finding out what customers say they want.

Brand image is how customers and others perceive the brand

The brand image trap is that it lets the customer dictate what you are

Customer orientation gone amuck

Creating a brand identity is more than finding out what customers say they want.

Who’s the doctor? “ A brand identity is to brand strategy what "strategic intent" is to a business strategy. Strategic intent involves an obsession with winning, real innovation, stretching the current strategy, and a forward-looking, dynamic perspective; it is very different from accepting or even refining past strategy. Similarly, a brand identity should not accept existing perceptions, but instead should be willing to consider creating changes.

“ A brand identity is to brand strategy what "strategic intent" is to a business strategy. Strategic intent involves an obsession with winning, real innovation, stretching the current strategy, and a forward-looking, dynamic perspective; it is very different from accepting or even refining past strategy. Similarly, a brand identity should not accept existing perceptions, but instead should be willing to consider creating changes.

Audience: Anyone Message: Every eats here, must be good Did these emerge from audience feedback, or strategy? Audience: Families Message: it’s fun here Audience: Teens, young adults Message: We’re hip Audience: Adults Message: Treat yourself, don’t cook You deserve a break today

External Perspective Trap "What does your brand stand for?" "Achieving a 10 percent increase in sales" Strategy has to look in, not just out. Too busy marketing to live up to brand.

"What does your brand stand for?" "Achieving a 10 percent increase in sales"

Strategy has to look in, not just out.

Too busy marketing to live up to brand.

Internal & External Walmart’s greeters Ritz-Carleton's “how may we be of service?”

The Product Attribution Trap Brand Users (the Charlie woman) Country of Origin (Audi has German craftsmanship) Organizational Associations (3M is innovative company) Brand Personality (Yahoo is fun and irreverent) Symbols (The stagecoach represents Wells Fargo) Brand-Customer relationship (Gateway is a friend) Emotional benefits (Saturn users feel pride in building a US built car) Self-Expressive benefits (Nike users are strong) Most Common trap A brand is more than product: it’s

Brand Users (the Charlie woman)

Country of Origin (Audi has German craftsmanship)

Organizational Associations (3M is innovative company)

Brand Personality (Yahoo is fun and irreverent)

Symbols (The stagecoach represents Wells Fargo)

Brand-Customer relationship (Gateway is a friend)

Emotional benefits (Saturn users feel pride in building a US built car)

Self-Expressive benefits (Nike users are strong)

What’s going on here?

More than a Product PRODUCT Scope Attributes Quality Uses Organizational Associations Country of Origin User Imagery Self-Expressive Benfits Emotional Benefits Brand-customer Relationships Symbols Brand Personality BRAND

Limitations of Product-Attribute Identities Fail to Differentiate Are easy to copy Assume a Rational Customer Limit Brand Extension Strategies Reduce Strategic Flexibility Think of Search, walkman-iPod,

Fail to Differentiate

Are easy to copy

Assume a Rational Customer

Limit Brand Extension Strategies

Reduce Strategic Flexibility

Think of Search, walkman-iPod,

Breaking Out of Traps Brand-as-product that includes user imagery and and/or country of origin Brand Identify based on perspectives of brand organization, a person and a symbol as well as a product A value proposition that includes emotional and self expressive benefits as well as functional benefits The ability of a brand to provide credibility as well as a value proposition The Internal as well as external role of the brand identity Brand Characteristics broader than brand positions

Brand-as-product that includes user imagery and and/or country of origin

Brand Identify based on perspectives of brand organization, a person and a symbol as well as a product

A value proposition that includes emotional and self expressive benefits as well as functional benefits

The ability of a brand to provide credibility as well as a value proposition

The Internal as well as external role of the brand identity

Brand Characteristics broader than brand positions

Brand Identity Planning Extended core Brand As Product Product Scope Product Attributes Quality/Value Uses Users Country Brand as Organization Organizational Attributes Local vs. Global Brand As Person Personality Brand-customer relationship Brand As Symbol Visual Imagery and metaphors Brand Hreritage

Brand As Product

Product Scope

Product Attributes

Quality/Value

Uses

Users

Country

Brand as Organization

Organizational Attributes

Local vs. Global

Brand As Person

Personality

Brand-customer relationship

Brand As Symbol

Visual Imagery and metaphors

Brand Hreritage

Extended core Brand As Product Search Fast, comprehensive “ The best” Find anything: research to fun Everyone International Brand as Organization Hardworking, fun, cult Global view Brand As Person Honest, but playful. Always there for you. Brand As Symbol Simple design, basic html. Logo is not sacred. “ old internet’

Brand As Product

Search

Fast, comprehensive

“ The best”

Find anything: research to fun

Everyone

International

Brand as Organization

Hardworking, fun, cult

Global view

Brand As Person

Honest, but playful.

Always there for you.

Brand As Symbol

Simple design, basic html. Logo is not sacred.

“ old internet’

Extended core Brand As Product ____________ ____________ ____________ ____________ ____________ ____________ Brand as Organization ___________ ___________ Brand As Person __________ ____________ __________ Brand As Symbol __________ __________ YOU

Brand As Product

____________

____________

____________

____________

____________

____________

Brand as Organization

___________

___________

Brand As Person

__________ ____________

__________

Brand As Symbol

__________

__________

The Nature of Consistency is how consistent must the property design be to keep the brand consistent?

Everything on brand