The document discusses brand identity and its key aspects. It states that brand identity is a unique set of brand associations that strategists aim to create to represent what the brand stands for and the promise it implies to customers. It identifies some key elements of brand identity as its individuality, long-term goals, consistency, values, basic truths, and recognition signs. The document also presents frameworks for analyzing brand identity, such as the brand identity prism and identifying core identity elements versus extended identity. It emphasizes that an effective brand identity should resonate with customers, provide differentiation or reflect points of parity with competitors, have or gain credibility, and reflect the brand's strategy.

1. BRAND IDENTITY
 It is 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 .
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2. Brand Identity
Brand Identity?
Aspiration
External brand image
For internal communication
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Managing Brand Equity
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3. Why Brand Identity?
Externally
Shape our brand image
Provide basis for relationships and choice
Internally
Stimulate programs and prioritize initiatives
Inspire people
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Managing Brand Equity
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4. THE ESSENCE OF BRAND 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?
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5. BRAND IDENTITY
Org. Association
Brand
personality
Country
Of origin
User
imagery
Product
- Scope
- Attributes
- Quality
- Uses
Self expressive
benefits
Symbols
Brand
Cus.Relationship
Emotional
relationship
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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
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Managing Brand Equity
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7. BRAND IDENTITY PRISM
Relationship
PICTURE OF
THE RECIPENT
INTERNALISATION
Culture
EXTERNALISATION
PICTURE OF
THE SENDER
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8. Research problem:
How have Adidas
used the instrument
Branding, and which
roll did it play in the
competition between
Adidas and Nike?

9. Brand Identity Prism - Nike
Physical product
Personality
Sports and
fitness
Like Jordan, Woods…
Relation
Culture
High performer,
Excellence
American
Just do It!
Reflection
Self image
Success,
Provocative,
Achiever
Cool
”Athlete”

10. Brand Identity Prism - Adidas
Physical product
Sports and
fitness
Relation
Quality and
Heritage
Personality
Traditional, Conservative, Collective
Culture
European
Traditional
Reflection
True sportsmanship
Strong work ethic
A good team player
Self-Image
Relates more to
competing than to
winning

11. CORE OF THE BRAND IDENTITY
TOTAL BRAND IDENTITY
Brand name
Logo/
Graphic
BRAND
ESSENCE
Mktg. comm.
Brand positioning
Strategic personality
Promotion
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12. EXPLORING BRAND IDENTITY SYSTEM:-
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.
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13. Identify What to Stand for
B-to-B Service Company
Close to
Customers
Geographically &
Culturally
Value
Creation
Informal
World-Class
Open
Communication
Dynamic
Diversified
Perspective
Collaborator
Straightforward
Gets Job
Done
Experienced
Flexible
Local People
Culture
Committed
To Excellence
Bold
Without
Arrogance
Global
Best-of-Breed
Customized
Solutions
World
Health
Confident
Broad
Capability
Technology
that Works
Competent
Resourceful
Team
Oriented
Risk-Sharing
Partner
In-Depth
Understanding
Of Customers
Partner
With Customers
Multi-Cultural
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Managing Brand Equity
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14. Customization
Value for
Performance
Direct Model
Simple
As Dell
Latest
Technology
Incredible Service
Dell Responds
Close to Customer
Understands needs
•
Equipment
•
Communication
Personality
Competent, Successful
Serious (not Apple)
Approachable
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Managing Brand Equity
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15. Guidelines
Use only constructs that are helpful and fit!
Do not feel compelled to use all dimensions!
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Managing Brand Equity
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16. Identify Brand Identity Elements
Cluster & Label—Try different combinations
Partner
With Customers
Close to
Customers
Geographically &
Culturally
Customized
Solutions
Team
Solutions
Collaborative
------------------------------------------------------------------------------------------------------.
Open
Communication
Partner
With Customers
Close to
Customers
Geographically &
Culturally
Customized
Solutions
Collaborative
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Managing Brand Equity
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17. Identify Brand Identity Elements
Cluster and Label
Confident,
Competent
Worldly
but Informal
Team
Solutions
Spirit of
Excellence
Global Network
Of Local Experts
Support
World Heath
Technology
That Fits
Open
Communicator
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Managing Brand Equity
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18. Identify Core Identity Elements
Core—Most Important
Worldly
but Informal
Confident,
Competent
Core Identity
Spirit of
Excellence
Global Network
Of Local Experts
Team
Solutions
Support
World Health
Technology
That Fits
Open
Communicator
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Managing Brand Equity
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19. The Brand Essence
A compact theme or concept that represents
much or all of the core identity
Worldly
but Informal
Spirit of
Excellence
Global Network
Of Local Experts
Confident,
Competent
Core Identity
Commitment to
Excellence—anytime,
anywhere, whatever it
takes
Team
Solutions
Support
World Heath
Technology
That Fits
Open
Communicator
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Managing Brand Equity
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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
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Managing Brand Equity
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21. Nike Core Identity & Essence
Illustrative

◦ Performing at Your Best
Brand Identity Model™

Excellence
Exhilaration
Performing
at Your
Best
Individual
Success
Brand Essence
Core Identity
◦
◦
◦
◦
Excellence/Winning
Exhilaration
Individual Success
Technological Advancement
Technological
Advancement
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Managing Brand Equity
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22. Brand Identity Objectives
•
•
•
•
•
Resonate
Differentiate or reflect points
of parity
Have or Gain Credibility
Reflect Strategy
Have Clarity
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Managing Brand Equity
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23. Resonate with Customers
Anticipate
Needs
Close to
Customers
Geographically &
Culturally
Customized
Solutions
Team
Solutions
Collaborative
Resonance—it should matter to customers & add value
e.g. Customer now demand total solutions
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Managing Brand Equity
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24. Differentiation/Points of Parity
Anticipate
Needs
Customized
Solutions
Team
Solutions
Close to
Customers
Geographically &
Culturally
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
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Managing Brand Equity
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25. Credibility—Proof Points &
Strategic Imperatives
Anticipate
Needs
Customized
Solutions
Team
Solutions
Close to
Customers
Geographically &
Culturally
Collaborative
Proof points—Existing strengths and programs that provide credibility
e.g. Have the organizational scope and capability to do it all
Strategic Imperative—Assets and Programs needed to deliver future
credibility
e.g. Build incentives—team behavior and culture; reduce arrogance
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Managing Brand Equity
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26. Reflect the Strategy
Anticipate
Needs
Close to
Customers
Geographically &
Culturally
Customized
Solutions
Team
Solutions
Collaborative
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
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Managing Brand Equity
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27. BRAND MANAGEMENT THR’O MINIMISING GAPS
Brand Identity
Providing
info. that
enables fine
tuning
Gives rise to
Brand
reputation
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28. BRAND IMAGE
Image of
Maker
Image of
Product
Image of
user
Brand
Image
Brand
Equity
Image of
competing
Brands
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29. TWO COMPONENTS OF THE BRAND IMAGE
Brand
Association
Brand Persona
(Human
characteristics)
(product, service,
Org.,
characteristics)
Brand
Image
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