Brand Identity

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Brand Identity

  1. 1. Brand Identity A Discussion on Brand
  2. 2. What is Brand? 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 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)
  3. 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
  4. 4. 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.
  5. 5. 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.
  6. 6. 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
  7. 7. Brand Management Brand Identity Results Strategy Brand Strategist Brand Image Brand Position Marketing, PR, Customers & Potential Messaging Product customers
  8. 8. Brand Management Popular, fun, goofy expressive Results Strategy Brand Strategist Do you Yahoo? Marketing, PR, Customers & Potential Messaging Product customers
  9. 9. 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.
  10. 10. 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.
  11. 11. 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.
  12. 12. The Product Attribution Trap Most Common trap A brand is more than product • 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 • Brand Personality (Yahoo is US built car) fun and irreverent) • Self-Expressive benefits (Nike users are strong)
  13. 13. What’s going on here?
  14. 14. More than a Product BRAND Organizational Associations Brand Personality Symbols PRODUCT Country of Scope Origin Attributes Quality Uses Brand-customer Relationships User Imagery Emotional Self-Expressive Benefits Benfits
  15. 15. 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
  16. 16. Is Yahoo in a trap?
  17. 17. 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
  18. 18. 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 5. Uses Hreritage 6. Users 7. Country
  19. 19. Extending Brand

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