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Brand identity


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Brand Managment By Mahmmod Nanji @SZABIST......

Published in: Marketing
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Brand identity

  2. 2. Brands are much more than logos
  3. 3. BRAND IDENTITY  What is the brand’s particular vision and aim?  What makes it different?  What need is the brand fulfilling?
  4. 4. BRAND IDENTITY  What is its permanent nature?  What are its value/values?  What are the signs that make it recognisable?
  5. 5. What Is Brand Identity? “Brand Identity helps to define how the company plans to leverage its brand in order to  Reach its corporate vision,  Uphold its corporate values and  Achieve its corporate mission… “It forces senior management to reach consensus on longer-term growth objectives and stake out where that growth could and should come from.” --Scott Davis, Brand Asset Management, 2000 p. 38-39 2 1.4 4
  6. 6. Why Brand Identity? “The more meaningful people find your marketing, the more they’ll be willing to pay for your stuff, and the more loyal they’ll become to your brand. They’ll make more of an investment in your brand emotionally, and they’ll be more motivated to choose it and spread the word about it.” 2 1.5 5
  7. 7. Brand Identity Prism - Elements Capabilities Personality Note: Kapferer calls this “Physique” Internal Culture & Values Shared Values & Community Note: Kapferer puts “Relationship” here Note: Kapferer puts “Culture” here Noble Purpose Note: Kapferer puts “Reflection” here Rallying Cry Aspirational Self-Image Adapted from the ‘Brand Identity Prism’ by Jean-Noel Kapferer, The New Strategic Brand Management, 2012, p.156 1.6 6
  8. 8. SIX FACETS OF IDENTITY  Physique: physical qualities and tangible added values  Personality: The way it speaks of its products or services shows what kind of person it would be if it were human  Self-image: The customer’s own internal mirror
  9. 9. SIX FACETS OF IDENTITY  Culture: The set of values feeding the brand’s inspiration  Relationship: The brand endeavors to share with its customers  Reflection: The perceived client type
  10. 10. Prism Element: Capabilities This element answers the question: What do we do? Many brands have problems with their physical facet because their functional added value is weak. Even an image-based brand must deliver material benefits. We focus on capabilities, which are about the brand’s value-added. Example: Foster Farms Frozen Cooked Chicken Capabilities: • Chicken – Highest quality • Cooking – Making perfectly cooked chicken • Resource – Helping you make successful dinners 2 1.9 9
  11. 11. Prism Element: Internal Culture & Values This element answers the question: Who are we? Strong brands are built on a strong culture and a clear set of shared values. • Brand’s core beliefs and way of operating. • Unwavering, and and uncompromising. According to Kapferer: “The cultural facet of brands’ identity underlines that brands are engaged in an ideological competition.” Example: Nike Nike champions ‘solo willpower’ with a dose of optimism, and addresses a major sociological insight: Millions of people in the world today know that they can count only on themselves. 1.10 10
  12. 12. Prism Element: Noble Purpose This element answers the question: Why do we exist? Strong brands are a vision of the world. The idea of ‘Being of Service’ underlies this facet of the Brand Identity prism. It is meant to be motivating to employees, and important to customers and other external stakeholders. Noble Purpose refers to the larger goal or cause the brand aspires to serve. It is about the brand’s ambition -- what the brand wants to change in peoples’ lives; how it aims to make their lives better. Examples: The Usual Suspects • Patagonia • Body Shop • Ben & Jerry • Newman’s Own Newcomers • TOMS • Innocent Surprising Addition? • P&G 1.11 11
  13. 13. Prism Element: Brand Personality This element answers the question: How do we deliver? Some brands are incredibly earnest, others are super smart. By communicating their personality, brands build character. Consumers identify with the brand’s personality or project themselves into it. 2 Source: Jennifer Aaker 1.12 12
  14. 14. Prism Element: Shared Values & Community This element answers the question: What do we have in common? Brand loyalty provides a sense of belonging. Whether it’s formal or grassroots, that connection provides a powerful bond and source of distinction. Example: Harley Davidson’s creation of a brand community was central to its turnaround • Created a group of ardent consumers organized around the lifestyle, activities, and ethos of the brand • Retooled every aspect of the organization—from its culture to its operating procedures and governance structure—to drive its community strategy. • Made Harley into one motorcycle manufacturer that understood bikers on their own terms. “Shared value suggests that profits that are imbued with a social purpose can enable companies to grow while advancing society. It frames the enterprise mission and objectives in a new way. All profits are not equal. Those that advance society are better, and those that detract from society are inferior.” -- David Aaker, “Creating Shared Value vs. Leveraged Social Programs”, Harvard Business Review, 6.30.11 reating_shared_value_vs_lever. 1.13 13 html
  15. 15. Prism Element: Aspirational Self-Image This element answers the question: What do customers want their use of the brand to say about them? • Repeated use and reliance on a brand demonstrates its value to the user. • Brand loyalty provides an emotional or selfexpressive benefit. • Use of the brand tells others something about the user, and it tells the user something about her/himself. Example: Lacoste • Users see themselves as members of a chic sports club – an open club with no race, sex or age discrimination, but which endows its members with distinction. • This works because sport is universal. 1.14 14
  16. 16. Prism Element: Rallying Cry This element answers the question: what does all this add up to? The Rallying Cry is 3-5 word shorthand encapsulation of your brand identity. Emotional Modifier + Descriptive Modifier + Brand Category/Industry • Defines the category of business for the brand, sets boundaries and clarifies what is unique. • Should be memorable, crisp and vivid. • Stakes out ground that is personally meaningful and relevant to employees. • Not an advertising slogan, and, in most cases, not used publicly. 1.15 15
  17. 17. Rallying Cry - Examples Emotional Modifier + Descriptive + Modifier Brand Category/ Industry Disney: Fun Family Entertainment Ritz-Carlton: Ladies & Gentlemen Serving Ladies & Gentlemen BMW: Ultimate Driving Machine Betty Crocker: Homemade Made Easy Most powerful when it articulates the DNA of a company and is used as a touchstone or North Star when making difficult decisions e.g., about business strategy, crisis management, acquisitions, 1.16 16 new product introductions.
  18. 18. Brand Identity Prism - Nike
  19. 19. Brand Identity Prism - Nike Physical product Personality Sports and fitness Like Jordan, Woods… Relation Sponsorship, Ethics Culture American Just do It! Reflection Self image Aggressive, Provocative, In-your-face Cool ”Athlete”
  20. 20. Brand Identity Prism - Adidas
  21. 21. Brand Identity Prism - Adidas Physical product Sports and fitness Personality Traditional, Conservative, Collective Relation Quality and Heritage Culture European Traditional Reflection True sportsmanship Strong work ethic A good team player Self-Image Relates more to competing than to winning
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  25. 25. SOURCES OF IDENTITY        The brand’s typical products The power of brand names Brand characters Visual symbols and logotypes Geographical and historical roots The brand’s creator Advertising: content and form
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