Brand Identity

Slide 1: Brand Identity A Discussion on Brand

Slide 2: a name given to a product or service A name, term, design, symbol, or any other feature that identifies one seller’s www.cogsci.princeton.edu/cgi-bin/webwn good or service as distinct from those of other sellers. The legal term a recognizable kind; \"there's a new brand of hero in the movies now\"; \"what for brand is trademark. A brand may identify one item, a family of make of car is that?\" items, or all items of that seller. www.scottmcnealy.com/businessplanning/GlossaryProductDevelopmentTerms.htm www.cogsci.princeton.edu/cgi-bin/webwn What is Brand? A unique and identifiable symbol, A name, number, term, sign, symbol, design association, name or trademark which serves to differentiate competing or combination of these elements that an organization uses to identify one or products or services. Both a physical and emotional trigger to create a more products. relationship between consumers and the product/service. www.bcbstx.com/glossary/ www.allaboutbranding.com/index.lasso A design, mark, symbol or other device that distinguishes one line or type of A name, number, term, sign, symbol, design, or combination of these elements goods from those of a competitor. that an organization uses to identify one or more products. www.powerhomebiz.com/Glossary/glossary-B.htm www.healthadvantage-hmo.com/customer_service/terms.asp A name, term, design, symbol, or any other feature that identifies one seller's a trademark or trade name that identifies a product, a distributor, a producer or good or service as distinct from those of other sellers. The legal term a manufacturer. for brand is trademark. A brand may identify one item ,a family of www.abc.net.au/eightdays/glossary/default.htm items, or all items of that seller. www.pdmamn.org/NPD%20Glossary.htm Product identification by word, name, symbol, design, or a combination of these. That combination of name, words, symbols, or design that identifies the www.fluidcommunications.biz/marketing/marketing_definitions.htm product and its source and distinguishes it from competing products- the fundamental differentiating device for all products. (Ch. 5, 6) A brand is a mixture of attributes, tangible and intangible, symbolised in a highered.mcgraw-hill.com/sites/0072415444/student_view0/glossary.html trademark, which, if managed properly, creates value and influence. \"Value\" has different interpretations: from a marketing or consumer a mark or symbol identifying or describing a product and/or manufacturer, that perspective it is \"the promise and delivery of an experience\"; from a is embossed, inlaid or printed. business perspective it is \"the security of future earnings\"; from a legal www.nahad.org/ihag/section_2.htm perspective it is \"a separable piece of intellectual property.\" Brands A noun. A proper noun that is attached to an individual, a firm, a product or a offer customers a means to choose and enable recognition within service. Any proper noun may be a brand. Any individual or firm is a cluttered markets. brand. A successful brand offers differentiating values for buyer www.hidp.org/programmer/glossary.html appreciation. A name, term, design, symbol, or any other feature that identifies one seller's www.jaffeassociates.com/JaffeNews/00BrandGlossary.html good or service as distinct from those of other sellers. The legal term The Clicquot brand, etc., the best brand, etc. That is the merchant's or excise for brand is trademark. A brand may identify one item, a family of mark branded on the article itself, the vessel which contains the article, items, or all items of that seller. the wrapper which covers it, the cork of the bottle, etc., to guarantee its www.shapetomorrow.com/resources/b.html being genuine, etc. Madame Clicquot, of champagne notoriety, died in A name, term, design, symbol, or any other feature that identifies one seller's 1866. He has the brand of villain in his looks. It was once customary to good or service as distinct from those of other sellers. p. 269 brand the cheeks of felons with an F. The custom was abolished by law users.wbs.warwick.ac.uk/dibb_simkin/student/glossary/ch09.html in 1822. www.bootlegbooks.com/Reference/PhraseAndFable/data/171.html A printed symbol of ownership that a company hopes consumers will associate with quality. jargon for those things associated with a product name, such as the image or www.jscfcu.org/kidglossary.htm 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

Slide 3: “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

Slide 4: 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.

Slide 5: David Aaker says A mental box with • Advertisements • PR • News articles • Product experiences • Customer experiences

Slide 7: 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.

Slide 8: 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.

Slide 9: 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

Slide 10: Brand Management Brand Identity Results Strategy Brand Strategist Brand Image Brand Position Marketing, PR, Messaging Customers & Potential Product customers

Slide 11: Brand Management Popular, fun, goofy expressive Results Strategy Brand Strategist Do you Yahoo? Marketing, PR, Messaging Customers & Potential Product customers

Slide 13: 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.

Slide 14: 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.

Slide 15: You deserve a break today Audience: Adults Message: Treat yourself, don’t cook Audience: Anyone Message: Every eats here, must be good Audience: Teens, young adults Audience: Message: We’re Families hip Message: it’s fun here Did these emerge from audience feedback, or strategy?

Slide 16: 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.

Slide 17: Internal & External Walmart’s greeters Ritz-Carleton's “how may we be of service?”

Slide 18: The Product Attribution Trap Most Common trap A brand is more than product: it’s • Brand Users (the Charlie • Symbols (The stagecoach woman) represents Wells Fargo) • Country of Origin (Audi has • Brand-Customer relationship German craftsmanship) (Gateway is a friend) • Organizational Associations • Emotional benefits (Saturn (3M is innovative company) users feel pride in building a US built car) • Brand Personality (Yahoo is • fun and irreverent) Self-Expressive benefits (Nike users are strong)

Slide 19: What’s going on here?

Slide 20: More than a Product BRAND Organizational Brand Personality Associations Symbols PRODUCT Country of Scope Origin Attributes Quality Brand-customer Uses Relationships User Imagery Emotional Benefits Self-Expressive Benfits

Slide 21: 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,

Slide 22: 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

Slide 23: Brand Identity Planning Extended core Brand As Product Brand as Brand As Brand As Organization Person Symbol 2. Product Scope 2. Organizational 2. Personality 2. Visual 3. Product Attributes Imagery and Attributes 3. Brand- metaphors 3. Local vs. customer 4. Quality/Value Global relationship 3. Brand Hreritage 5. Uses 6. Users 7. Country

Slide 24: Extended core Brand As Product Brand as Brand As Brand As Organization Person Symbol 2. Search 2. Hardworking, 2. Honest, but 2. Simple 3. Fast, fun, cult playful. design, basic comprehensive html. Logo is 3.Global view 3. Always not sacred. 4. “The best” there for you. 3. “old 5. Find anything: internet’ research to fun 6. Everyone 7. International

Slide 25: YOU Extended core Brand As Product Brand as Brand As Brand As Organization Person Symbol 2. ____________ 2. ___________ 2.__________ 2. __________ 3. ____________ 3. ___________ 3. __________ ____________ 4. ____________ 3.__________ 5. ____________ 6. ____________ 7. ____________

Slide 26: The Nature of Consistency is how consistent must the property design be to keep the brand consistent?

Slide 27: Everything on brand