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Brand Management - Brand Identity & Image
- 1. BRAND IDENTITY Itis a unique set of Brand Associations that the strategists aspire to create or maintain. These associations represent what the brand stands for & imply a promise to customers . 1
- 2. Brand Identity? Aspiration External brandimage For internal communication Brand Identity
- 3. Why Brand Identity? Externally Shapesour brand image Provides basis for relationships and choice Internally Stimulates programs and prioritize initiatives Inspire people
- 4. THE ESSENCE OFBRAND IDENTITY What is its individuality? What are its long – term goals & ambitions? What is its consistency? What are its values? What are its basic truths? What are its recognition signs? 4
- 5. Product - Scope - Attributes -Quality - Uses Org. Association Brand personality Symbols Brand Cus.Relationship Emotional relationship Country Of origin User imagery Self expressive benefits BRAND IDENTITY 5
- 6. Brand Identity Principles Multiple dimensions—not just a three word phrase No restrictions—beyond attributes/benefits Dimensions are prioritized ◦ Core identity—more important elements Source of differentiation, resonance, and strategy Drive major programs, initiatives ◦ Extended identity provides texture and completeness—helps determine what is on-brand Essence—Optional Internal communication ◦ vs. position/tagline—what we communicate externally now
- 7. Culture INTERNALISATION Relationship PICTURE OF THE RECIPENT PICTUREOF THE SENDER EXTERNALISATION BRAND IDENTITY PRISM 7
- 8. Research problem: How haveAdidas used the instrument Branding, and which roll did it play in the competition between Adidas and Nike?
- 9. Physical product Personality Culture SelfimageReflection Relation Brand Identity Prism - Nike Sports and fitness Like Jordan, Woods… American Just do It! Cool ”Athlete” Success, Provocative, Achiever High performer, Excellence
- 10. Physical product Sports and fitness Personality Traditional,Conser- vative, Collective Culture European Traditional Self-Image Relates more to competing than to winning Reflection True sportsmanship Strong work ethic A good team player Relation Quality and Heritage Brand Identity Prism - Adidas
- 11. BRAND ESSENCE Brand positioning Strategic personality TOTALBRAND IDENTITY Brand name Mktg. comm. Promotion Logo/ Graphic CORE OF THE BRAND IDENTITY 11
- 12. EXPLORING BRAND IDENTITYSYSTEM:- 1. WHAT ? 2. HOW ? 3. WHY ? HOW TO BUILD A POSSIBLE BRAND IDENTITY:- 1. Objectives. 2. Brand opportunities. 3. Brand positioning & Brand personality. 4. Drive identity possible contact points. 12
- 13. Chapter 9 -Building and Managing Brand Equity PPT 9-13 Identify What to Stand for Straightforward Diversified Perspective Flexible Risk-Sharing Partner World-Class Resourceful Technology that Works Broad Capability In-Depth Understanding Of Customers Best-of-Breed Value Creation Collaborator Informal Competent Confident Team Oriented Gets Job Done Global Local People Culture World Health Open Communication Experienced Multi-Cultural Committed To Excellence Dynamic Bold Without Arrogance B-to-B Service Company Partner With Customers Customized Solutions Close to Customers Geographically & Culturally
- 14. Chapter 9 -Building and Managing Brand Equity PPT 9-14 Simple As Dell Value for Performance Customization Incredible Service Dell Responds Direct Model Latest Technology Close to Customer Understands needs • Equipment • Communication Personality Competent, Successful Serious (not Apple) Approachable
- 15. Chapter 9 -Building and Managing Brand Equity PPT 9-15 Use only constructs that are helpful and fit! Do not feel compelled to use all dimensions! Guidelines
- 16. Identify Brand IdentityElements Team Solutions Close to Customers Geographically & Culturally Collaborative Partner With Customers Cluster & Label—Try different combinations Customized Solutions Open Communication Close to Customers Geographically & Culturally Customized Solutions Collaborative Partner With Customers ------------------------------------------------------------------------------------------------------.
- 17. Chapter 9 -Building and Managing Brand Equity PPT 9-17 Identify Brand Identity Elements Spirit of Excellence Worldly but Informal Technology That Fits Confident, Competent Support World HeathGlobal Network Of Local Experts Open Communicator Team Solutions Cluster and Label
- 18. Chapter 9 -Building and Managing Brand Equity PPT 9-18 Identify Core Identity Elements Spirit of Excellence Worldly but Informal Technology That Fits Core Identity Confident, Competent Support World HealthGlobal Network Of Local Experts Open Communicator Team Solutions Core—Most Important
- 19. Chapter 9 -Building and Managing Brand Equity PPT 9-19 The Brand Essence Spirit of Excellence Worldly but Informal Technology That Fits Core Identity Commitment to Excellence—anytime, anywhere, whatever it takes Confident, Competent Support World HeathGlobal Network Of Local Experts Open Communicator Team Solutions A compact theme or concept that represents much or all of the core identity
- 20. Chapter 9 -Building and Managing Brand Equity PPT 9-20 The Brand Essence Essence: A compact theme or concept that represents much or all of the core identity—for internal communication vs. Tagline: Summarizes the position—for external communication Tagline can be but rarely is the essence Do you Yahoo? Did somebody say McDonald’s Like a rock (Chevy Trucks) Essence can be understated Just works better focused on functional benefits German engineering (VW) Casual luxury (Banana Replubic) focused on emotional benefits Power to be your best (Apple) Do more (American Express) Note the dual meaning
- 21. PPT 9-21 Nike CoreIdentity & Essence Brand Identity Model™ Performing at Your Best Brand Essence ◦ Performing at Your Best Core Identity ◦ Excellence/Winning ◦ Exhilaration ◦ Individual Success ◦ Technological Advancement Illustrative ExhilarationExcellence Technological Advancement Individual Success
- 22. PPT 9-22 Brand IdentityObjectives • Resonate • Differentiate or reflect points of parity • Have or Gain Credibility • Reflect Strategy • Have Clarity
- 23. PPT 9-23 Resonate withCustomers Team Solutions Resonance—it should matter to customers & add value e.g. Customer now demand total solutions Close to Customers Geographically & Culturally Anticipate Needs Customized Solutions Collaborative
- 24. Chapter 9 -Building and Managing Brand Equity PPT 9-24 Differentiation/Points of Parity Team Solutions Collaborative Differentiation—Unique or different assets and programs e.g. Multi-cultural staff Parity—dimensions on which the brand needs to be perceived as adequate so that competitor brand strengths are neutralized Close to Customers Geographically & Culturally Anticipate Needs Customized Solutions
- 25. Chapter 9 -Building and Managing Brand Equity PPT 9-25 Credibility—Proof Points & Strategic Imperatives Proof points—Existing strengths and programs that provide credibility e.g. Have the organizational scope and capability to do it all Team Solutions Close to Customers Geographically & Culturally Anticipate Needs Customized Solutions Collaborative Strategic Imperative—Assets and Programs needed to deliver future credibility e.g. Build incentives—team behavior and culture; reduce arrogance
- 26. Chapter 9 -Building and Managing Brand Equity PPT 9-26 Reflect the Strategy Team Solutions Reflect strategy—it should reflect the strategy direction and initiatives e.g. the firm is committed to breaking down silos and creating a seamless systems solutions Close to Customers Geographically & Culturally Anticipate Needs Customized Solutions Collaborative
- 27. 27 BRAND MANAGEMENT THR’OMINIMISING GAPS Brand Identity Gives rise to Brand reputation Providing info. that enables fine tuning
- 28. BRAND IMAGE Brand Image Image of Maker Imageof Product Image of user Brand Equity Image of competing Brands 28
- 29. 29 TWO COMPONENTS OFTHE BRAND IMAGE Brand Association (product, service, Org., characteristics) Brand Persona (Human characteristics) Brand Image