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Brand And Brand Identity
 

Brand And Brand Identity

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this is a discussion document i used to walk my team through positioning. it explains why positioning is necessary, the key components of a positioning statement, and a quiz at the end to see how ...

this is a discussion document i used to walk my team through positioning. it explains why positioning is necessary, the key components of a positioning statement, and a quiz at the end to see how people leverage identity to position themselves differently

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    Brand And Brand Identity Brand And Brand Identity Presentation Transcript

    • brand and brand identity
    • what is a brand?
    • it depends on whose perspective you look at it from
    • to CEOs, CMOs, and the likes, it represents a unique, timeless, idea
    • For the consumer, a brand is a set of perceptions, associations, and the likes…
    • That creates a inside the consumer
    • That ultimately leads to some expectation of value
    • What is brand identity?
    • all of the pieces of the puzzle that define the uniqueness and value of a brand
    • brand identity prism -according to kapferer
    • Physique is “what it does” and “what it looks like;” it’s the core product features that make up the brand and enable the brand to add value
    • Personality is its character; “what happens to this brand when it becomes a person?”
    • Culture is “the set of values feeding the brand’s inspiration”
    • Relationship is the mode of conduct that best identifies how the brand interacts with its customers
    • Reflection is the image of the buyer and should “reflect” how the consumer wishes to be seen when they interact with the brand
    • Self-Image is how the brand makes the buyer feel when they interact with it
    • brand identity prism -according to kapferer
    • web site: http://detavio.com twitter: @detavio