Deviprasad Goenka Management college of Media Studies http://www.dgmcms.org.in/ Subject:BRAND BUILDING Lesson : BRAND IDENTITY TRAPS Faculty Name: Vishal Desai

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BRAND IDENTITY TRAPS
Subject:
BRAND BUILDING
Faculty Name:
Vishal Desai
Batch
(BMM class of 2015)
Year (TY)
India’s premier M-school
Deviprasad Goenka Management College of Media Studies (dgmcms.org.in)

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Brand Image Trap Brand Position Trap
Brand Identity
External Perspective Trap
Product Attribute Trap
Traps

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BRAND IMAGE TRAP
 Brand Image is the past of a brand. How the brand is perceived?
 Brand Identity is the present and future of a brand
 Brand Image is passive where as Brand Identity is dynamic
 Brand gets stuck in the past
Eg: Vicco brand’s image is stuck in the past

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BRAND POSITION TRAP
 Brand Position is that part of the brand identity and value proposition
that has to be actively communicated to a target audience and that
demonstrates an advantage over competing brands
 Brand Position Trap occurs when the goal becomes an advertising tag
line rather than brand identity
 Focus on other elements of brand building is lost

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EXTERNAL PERSPECTIVE TRAP
 When a Brand focuses only on creating customers perception
 When brand does not communicate to other stakeholders like
employees, share holders, suppliers, etc
 A brand has to communicate internally what the brand is all about

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PRODUCT-ATTRIBUTE TRAP
 When company focuses only on tangible attributes rather than
intangible attributes.
 When a company assumes that physical product attributes are the only
relevant bases for consumer’s decision making and competitive
dynamics.
 Failure to differentiate between a product and a brand results in
product-attribute fixation trap.
Eg: CocaCola launched a sweeter version without considering the
intangible attributes