Brand Identity, Brand Personality,
Brand Image
Sunny Bose
Brand Identity – Brand Image
Brand Identity
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Set of brand associations that the brand strategist
aspires to create and maintain.
The a...
Aaker’s Brand Identity System
Kapferer’s Brand Identity Prism
Prism Elements
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Physique
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Personality
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Salient objective features that gives the brand its identity.
Example –...
Prism Elements
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Relationship
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Customer reflection
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The mode of conduct that most identifies with the brand.
It...
Budweiser vs. Heineken
Brand Personality
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Set of human characteristics associated with a
brand.
Personality traits associated with a br...
Brand Personality
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Aaker brand personality dimensions

Dimension

Trait(s)

Sincerity

Domestic, honest, genuine, cheerf...
Brand Image
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Current view of the customers about the brand
Unique bundle of associations
These associations resul...
Thank You.
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Brand identity, brand personality & brand image

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Elements of branding

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Brand identity, brand personality & brand image

  1. 1. Brand Identity, Brand Personality, Brand Image Sunny Bose
  2. 2. Brand Identity – Brand Image
  3. 3. Brand Identity         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 customer. Create value proposition – functional, emotional or selfexpressive Alternatively, provide credibility for the endorsed brand. Brand identity involves: core identity; extended identity; and brand essence.
  4. 4. Aaker’s Brand Identity System
  5. 5. Kapferer’s Brand Identity Prism
  6. 6. Prism Elements  Physique   Personality   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 Culture  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’
  7. 7. Prism Elements  Relationship   Customer reflection   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 Self image  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
  8. 8. Budweiser vs. Heineken
  9. 9. Brand Personality     Set of human characteristics associated with a brand. Personality traits associated with a brand, such as those associated with individual, tend to be enduring and distinct. 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 characteristics.
  10. 10. Brand Personality  Aaker brand personality dimensions Dimension Trait(s) Sincerity Domestic, honest, genuine, cheerful Excitement Daring, spirited, imaginative, up-to-date Competence Reliable, responsible, dependable, efficient Sophisticatio n Glamorous, pretentious, charming, romantic Ruggedness Tough, strong, outdoorsy, rugged
  11. 11. Brand Image     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.
  12. 12. Thank You.

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