Brand And Brand Identity


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this is a discussion document i used to walk my team through positioning. it explains why positioning is necessary, the key components of a positioning statement, and a quiz at the end to see how people leverage identity to position themselves differently

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Brand And Brand Identity

  1. 1. brand and brand identity
  2. 2. what is a brand?
  3. 3. it depends on whose perspective you look at it from
  4. 4. to CEOs, CMOs, and the likes, it represents a unique, timeless, idea
  5. 5. For the consumer, a brand is a set of perceptions, associations, and the likes…
  6. 6. That creates a inside the consumer
  7. 7. That ultimately leads to some expectation of value
  8. 8. What is brand identity?
  9. 9. all of the pieces of the puzzle that define the uniqueness and value of a brand
  10. 10. brand identity prism -according to kapferer
  11. 11. Physique is “what it does” and “what it looks like;” it’s the core product features that make up the brand and enable the brand to add value
  12. 12. Personality is its character; “what happens to this brand when it becomes a person?”
  13. 13. Culture is “the set of values feeding the brand’s inspiration”
  14. 14. Relationship is the mode of conduct that best identifies how the brand interacts with its customers
  15. 15. Reflection is the image of the buyer and should “reflect” how the consumer wishes to be seen when they interact with the brand
  16. 16. Self-Image is how the brand makes the buyer feel when they interact with it
  17. 17. brand identity prism -according to kapferer
  18. 18. web site: twitter: @detavio