Brand Identity Brand Identity is not just brand image , which is a set of positive and favorable psychological overtones. It’s a promise to a customers conveying some values from the organization.
Brand identity is not just------------ Brand Identity Is not Limited to Positioning Brand Attributes Customer perception Image
Dimensions of Brand Identity Brand Identity Brand as a symbol Brand as organisation Brand as Product Brand as person
Visual imagery and metaphor
Organization attributes(e.g Innovation genuine Consumer Care etc)
Local vs Global
Country of Origin
Personality (energetic rugged)
Brand customer relationships
Brand Identity of Pond’s Country of origin-USA Corporate association HUL. Brand Users-feminine (as per gender) Emotional Benefits- skincare, freshness, fragrance etc. Self expression- Self confident woman. Symbols-Flowers Pink,Lavender etc.
INNER AND OUTER IDENTITY Core Identity Extended Identity and Value proposition
Core Identity Pepsodent-Germ Fighter Colgate- Cavity, Tooth Decay Promise –Clove oil Lux-complexion and Beauty soap of stars Ponds Beauty in -“U” Bournvita-Brain devlopment Boost-Stamina Complan- Height.
Brand Identity and Brand Image Brand Image- refers to the way the audience (or the consumers interpret the brand.) Brand Identity -refers to the way the brand was conceived –its meaning values and set of beliefs.
Brand identity and Brand Image Brand Identity Passive, retrograde (conservative, Traditional) Tactical, short Term Fleeting, ephermal Brand Image Active .Futuristic(Innovative) Strategic; Long Term Quintessential
Brand Identity vs. Brand Positioning Brand Identity Brand Positioning Forms the basis for strategies both current and future . Provides guidelines framework for developing the product range Symbolizes what the brand aspires to be (i.e.)a more comprehensive definition of brand. Specifies the limits of positioning strategy Deals with current strategies (regarding communication) Tackles every products class or category under the brand individually Symbolizes what the brand is! Creates specific positioning propositions for the brand.
Brand Identity Prism Model The model proposes that every brand is born without any specific identity(and hence with a much greater degree of freedom. it assumes a character and identity It identifies what a brand is i.e. explains what it signifies ,It also set limits for the brand and it is within this boundary that the brand has to operate.
Phsique;Like Dettol has a personality of being an antiseptic germical Liquid . Personality;-Mother’s recipe evokes the image of a grandmotherly Lady. Culture; Culture is a result of Brand association with a region or its country of Origin. Relationship; Jhonson&Jhonson showing the deep bonding of a mother with her child. Reflection;-L'Oreal showing independent woman , trendy and demands the best for herself . Self Image; Kapfereer’s Brand identity prism
The Brand identity System(Aaker) Brand as a product. Brand as a organization. Brand as Person. Brand as a symbol