This document discusses brand identity and how to develop a strong brand identity. It covers establishing a brand vision with key components like goals, target market, and differentiation. It also discusses choosing brand elements like names, logos, slogans that are memorable, meaningful, and protectable. The document outlines developing a brand identity from perspectives of the product, organization, person, and symbol. It emphasizes aligning the brand identity with the core values and ensuring consistency across markets. Finally, it discusses leveraging the brand image and secondary brand knowledge to strengthen identity.

1. Module 4: Brand Identity

2. Brand Management
 Loyalty
 Brand-based price premium
 Shareholders’ returns
 Clarity on internal focus and brand execution
 High loyalty leads to ignoring small mistakes
 Attract resources
Brands as assets

3. Brand Asset Management
Developing a brand vision
Elements of a brand vision
Determining your brand picture
Crafting a brand-based customer
Determining your brand’s image Creating your brand’s contract
model
Developing a Brand Asset Management Strategy
Communicating Leveraging your
Positioning your Extending your Pricing your brand
your brand’s brand to maximize
brand for success brand at a premium
positioning channel influence
Supporting a Brand Asset Management Culture
Measuring your return on brand investment Establishing a brand-based culture

4. Brand Vision
Clear direction for the brand in helping the
company achieve its long-term strategic and
financial growth goals.
Corporate vision-what the company is all about, its
customers and unique benefits
Brand Vision-how the company plans to leverage its
brands to reach the corporate vision and objectives

5. Purpose of establishing a brand vision
 Pull in senior management’s support and
commitment
 Continuous research
 Stakeholders are aware

6. Brand’s vision components
 Statement of the overall goal of the brand
 Target market
 Point of differentiation
 Financial goals

7. Brand Vision Elements
 Trademarkable devices that serve to identify and
differentiate the brand
-brand name, logos, character, spokespeople,
slogans, jingles, packages, URLs, and signage
Criteria for choosing brand elements
 Memorability
 Meaningfulness
 Likability
 Transferability
 Adaptability
 protectability

8. Choosing Brand names
 Central theme  Compounds
 Key association  Classical
 Easy to pronounce and  Arbitrary
spell  fanciful
 Meaningful
 Distinctive
 Descriptive (functions)
and suggestive (benefits)

9. Other brand elements
 Logos  Jingles
 Characters  Packaging
 slogans  URLs (significant brand
recall)

10. Brand Identity
 Brands undergo changes. But the DNA remains the
same.
Company Brand Customer
Brand Identity Communication Brand Image
Competition;
Mimic noise
Opportunism
idealism

11. Brand Identity Prism

17. Brand Identity-name and brand characters
Brand identity is a unique set of brand
associations that the brand strategist aspires to
create or maintain. These associations represent
what the brand stands for and imply a promise
to customers from the organization members.

18. Brand Identity Perspective
 Brand as a product
 Brand as an organisation
 Brand as a person
 Brand as a symbol

19. Brand as Product-product related associations
 The product scope-associations with a product class
 Product-related attributes-specific attributes
 Quality/value- identity linked to core quality
 Associations with Use occasion
 Associations with users
 Link to a country or region-heritage & culture

20.  Brand as Organization
 Attributes of the organization to the brand
 More enduring & resistant to competitive claims
 Set of product classes
 Brand as a person-brand personality/human traits
 Brand as symbol-visual imagery, metaphors
(Energiser bunny, LIC) & the brand heritage
(KSRTC)

21. The Identity Structure
Core Identity
-soul; fundamental
beliefs and values
-consistent in
different markets and
times
Extended Identity
-elements that provide texture
and completeness.
-tagline and personality

22. Brand Identity Traps
 Brand Image trap
 Brand position trap
 The external perspective trap
 Product attribute fixation trap –
users, country, organization, personality, emotional
benefits, self-expressive benefits

23. Leveraging Secondary Brand Knowledge
Other Brands-
alliances, ingredients, company, extensions
People Brand Places
-employees -country of origin
-endorsers -channels
Things- events, causes, third-party
endorsements, satisfaction
indexes, surveys, organizations and associations

25. Brand Image
Zaltman Metaphor Elicitation Technique (ZMET):
Brand Image development
a research tool that uses visual and sensory images to
help better understand the meaning of brands.
employs qualitative methods to elicit the
metaphors, constructs and mental models that drive
customers' thinking and behavior, as well as
quantitative analyses to provide data for marketing
mix decisions and segmentation strategies.

26. ZMET-Procedure
A total of 25 customers typically are recruited to participate in a
project. After qualifying for participation in a project (based on
screeners), customers are given a set of instructions and
guidelines about the research topic, eg., a brand name, a service
concept, product use, or product design. They are instructed to
take photographs and/or collect pictures from
magazines, books, newspapers or other sources that indicate
what the topic means to them. Customers are provided with a
camera, and a personal interview is scheduled approximately
seven to ten days hence. The personal interview involves a
guided conversation which we believe yields more valid, more
reliable and, importantly, more relevant insights than
traditional structured interview approaches (see McCracken
1988; Mishler 1986).

27. Using ZMET for image construct
 Alice, one of the customers was asked to take and/or collect pictures
of what "Tide" meant to her.
 Alice, a young mother, collected 14 images. After completing Step 1
(storytelling about each picture), the interviewer asked Alice if there
were any pertinent images that she had not been able to collect
(Step 2). Alice indicated that she would have liked to take a
photograph of a pig sty, noting that she wondered if "Tide" would be
able to "clean a dirty pig." In Step 3, Alice sorted her images into
three groups: comfort, freshness, drudgery.
 In Step 4, the interviewer randomly selected three of Alice's
pictures, and asked her, "How are any two of these three pictures
similar to each other and different from the third." This surfaced
two constructs: unpleasantness and freshness. The
interviewer, using the laddering process, helped to elicit additional
constructs and their relationships. After Alice's explanation, the
interviewer continued to randomly select three pictures and
question Alice until no new constructs were elicited.

30. The logo is for an editing studio

31. This logo was created for a puzzle game called Cluenatic. It involves
unraveling four clues. The logo has the letters C, L, U and E
arranged as a maze. From a distance, the logo looks like a key.

33. The below two are magazines from the Readers Digest. It attempts
to communicate what it is about figuratively.

34. The arrow represents speed and precision which are the
positioning elements of the company

35. This logo of a hairstylist brings the cheeky humour to the
dressing table.

36. Internal branding of IBM

37. while arranged adjacent to each other look a lot like the letter S in a
perpendicular direction.

38. limitless Imagination. The red background symbolizes
Action, while the yellow dots are the bubbles of Joy.