The document discusses brand identity and added values. It defines brand identity as the unique set of brand associations that represent what a brand stands for and the promise it offers customers. Added values refer to attributes beyond the core product that customers attach importance to, such as perceived effectiveness, experiences, social affiliation, and appearance. The document provides various frameworks and models for understanding brand identity and lists examples of how companies build their identities and added values.

1. Vasiliy
Staros,n,
Ph.D.

2. Customers
a+ach
value
to
a
product
in
propor4on
to
its
perceived
ability
to
help
solve
their
problems
or
meet
their
needs.
• Low
rate
of
percieved
differen4a4on
• Price
sensivity
• Homogenious
products
• Po;ato,
meat,
salt,
etc
Brand
vs
Commodity
1. Presence
of
added
values
2. Brand
is
something
more
than
just
a
sum
of
its
components
Price
differen4a4on
3. Complex
of
intangible
features
and
characteris4cs
Product
differen4a4on

3. What
is
a
person’s
iden4ty?
3

4. Brand
iden4ty
Customers
must
recognize
that
you
stand
for
something
Brand
iden4ty
–
unique
set
of
brand
associa4ons
that
brand
strategist
aspires
to
create
and
maintain.
These
associa4ons
represents
what
the
brand
stands
for
and
imply
a
promise
to
customers
from
the
organiza4on
4

5. Brand
iden4ty
2
• Brand
iden4ty
should
help
establish
a
rela4onship
between
the
brand
and
the
customer
by
genera4ng
a
value
proposi4on
involving
func4onal6
emo4onal
or
self-­‐
expressive
benefits
5

6.
Its
not
just
• Logo
• Colors
• Corporate
style
It’s
a
way
of
delivering
corporate
values,
beliefs,
benefits
and
emo4ons
Brand
sense*

7. The
Body
Shop
• We
believe
there
is
only
one
way
to
be
beau4ful,
nature's
way.
• To
create
a
global
community
if
common
minded
people
• Social
responsibility
• Business
has
to
do
more
than
just
earn
money
• h;p://thebodyshop.ru/values-­‐
campaigns/
7

8. Starbucks
8

9. Brand
a;ributes
Physical
product,
core
idea
Appearance,
Func4ons,
Specifica4ons,
Characteris4cs,
Packaging,
Design(style,
colors),
Цена
Distribu4on,
Pre-­‐
post-­‐service,
consultancy,
payment,
warranty,
insurance
Image,
reputa4on,
values
and
promises
,
personality,
sense
9

10. Brand
iden4ty
model
Brand
iden4ty
Brand
as
a
Product
Idea;
A;ributes;
Brand
as
an
Organiza4on
Brand
as
a
Person
Brand
as
a
Symbol
Quality;
Corporate
values;
Character
and
mood;
Visual
iden4ty;
User;
Globaliza4on
Rela4ons
with
customers
Metaphors
and
slogans
Country
of
origin
10

11. Brand
Archetype
WHAT
Unique
construc4ons
of
human
thinking
Standard
models
of
reality
percep4on
WHAT
FOR
Build
brand
iden4ty
that
reflects
corporate
values
that
match
product
soul
To
influence
on
consumer
percep4on
11

12. 12

13. You
can
create
more
compelling
brand
personali4es
using
archetypes
13

14. 14

15. 15

16. Self-­‐expression
Con4stency
Belongings
Changes
• Простодушный
• Caregiver
• Lover
• Outlaw
• Sage
• Ruler
• Jester
• Magician
• Explorer
• Creator
• Hero
Explorer:
challenger,
risky,
dangerous,
independent,
result-­‐
oriented
Innocent:
useful,
благотворный,
clear,
честный,
trus‚ul,
happy,
posi4ve
16

17. Examples
Archetype
Idea
Example
Hero
Brave
NIKE
Lover
Greet
love
and
care
HALLMARK
Outlaw
Break
the
rule
HARLEY-­‐DAVIDSON,
DIESEL
Magician
Make
a
mistery
CALGON
17

18. Brand
as
a
person
18

19. Added
values
(Добавленные
ценности)
Core
iden4ty
Extended
iden4ty
Perrier,
Gucci,
Moet&Chandon
Belongings
to
par4cular
social
group
19

20. Nescafe
According
to
Nescafe,
Nescafe
cappuccino
is
more
than
just
another
hot
beverage:
“it
as
a
reflec4on
of
a
way
of
life,
where
relaxa4on
merges
with
enjoyment
and
glamour
with
convenience”*
20

21. Задача
маркетинга
в
компании
–
объединить
все
доступные
ресурсы
для
создания
таких
добавленных
ценностей,
которые
были
бы
уникальны
в
глазах
потребителя
и
относились
к
конкретному
брэнду.
21

22. Added
values
by
Jones
(1986)
Based
on
Refferent
experience
group
effect
Percieved
Based
on
effec4veness
appearence
22

23. Based
on
experience
• Repeat
purchases
•
Other
users
experience
23

24. Referent
group
• Using
opinion
leader
effect
• Endorsement
24

25. 25

26. 26

27. 27

28. • Demonstrate
func4onal
ra4onal
Percieved
benefits
effec4veness
• Qualita4ve
characteris4cs
• Posi4oning
in
reference
to
compe4tors
28

29. 29

30. 30

31. 31

32. • Design
and
ergonomics
Based
on
apearence
• Packaging
• Using
visual
instruments
32

33. 33

34. 34

35. Added
values
from
customer
involvement
Mutual
par4sipa4on
IKEA
Producer
+
Consumer
=
Prosumer
35