Set of brand associations that the brand strategist
aspires to create and maintain.
The associations imply promise to customers from the
organization and its members.
Used for driving all brand building efforts.
Not an advertising tagline or positioning statement.
Establish relationship between the brand and the
Create value proposition – functional, emotional or selfexpressive
Alternatively, provide credibility for the endorsed brand.
Brand identity involves: core identity; extended identity;
and brand essence.
Salient objective features that gives the brand its identity.
Example – Symbol of Coca Cola bottle on Coke cans
Human personality trait(s) relevant for the brand(s).
Example – Levi’s ruggedness
Set of values that feed the brand’s inspiration. It is the
source of the brand’s aspirational powers. Example –
German efficiency behind Voks Wagen - ‘Das Auto’
The mode of conduct that most identifies with the brand.
It is a logical extension of the personality. Example –
Bacardi ‘Life is calling’
How the customer wants to be seen as a result of using
the brand. Example – Scooty Pep + customer reflection is
stylish, trendy and cool
If reflection is the outward image then this is what the
customer sees within himself as an user of the brand.
Example – Van Heusen users attach themselves with the
brand through power, and sophistication
Set of human characteristics associated with a
Personality traits associated with a brand, such as
those associated with individual, tend to be enduring
Brand personality is developed through the brand
user’s imagery. The imagery can be defined as ‘the
set of human characteristics associated with a
typical user of the brand’.
Brand personality may refer to personality
characteristics as well as demographic
Current view of the customers about the brand
Unique bundle of associations
These associations result in developing perceptions
about the brand
Perceptions create ‘imagery’
Woodland – associated with outdoor activities,
mountaineering, trekking, hiking etc. These gives makes
the customer perceive it is in outdoor, adventure, rugged
lifestyle brand. Thus, the ‘image’ of woodland is that a
people engaged in adventure sport and outdoor lifestyle.