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Brand identity levels

This document discusses brand identity and its key components. It defines brand as the name, symbol, design or combination that identifies the maker or seller of a product. Brand identity is the visual elements like colors, design, logo, name or symbol that together identify and distinguish the brand. There are different perspectives of a brand - as a product, organization, person or symbol. Brand identity has two levels - the core identity and extended identity. The core identity represents the essence and reason for the brand's existence, while the extended identity provides more texture, details and completeness to help communicate the brand effectively.

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brand-building•
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Professor Varsha Mam
Created By Prathamesh Navale
What is Brand ? Definition by Philip Kotler A Brand is Name Term, Sign, Symbol Design Or a Combination Of these, That identifies the maker or seller of the Product.
What is Brand Identity? Definition The visible elements of a brand (such as colors, design, logotype, name, symbol) that together identify and distinguish the brand in the consumers' mind.
BRAND IDENTITY PERSPECTIVE
 Brand as a Product  Brand is an Organization  Brand As A Person  Brand as Symbol
BRAND IDENTITY LEVELS
CORE Identity Extended Identity Figure Of Brand Identity Levels The Spiritual central/brand essence/brand soul. Product Packaging Personality Brand Name Slogan Logo/ Symbol Character Sub-Brand
The Core Identity The core identity represents the timeless essence of a brand .It is central to both the meaning and success of the brand. It indicates the reasons why the brand as been brought into existence. It contains the associations that are most likely to remain constant as the brand travels to new markets and products. The elements of the core identity remain more resistant to change than the elements of the extended identity. Thus the core identity is timeless while the brand position or the communication strategies might change. It is generally the first word that people behind the brand may utter when asked what the brand stands for :  Lux – Beauty bar for young women  Dettol – Antiseptic, protection  Johnson & Johnson – Trust and quality a baby needs
The Extended Identity The extended brand identity includes elements that provide texture and completeness. The core identity usually does not possess enough detail to perform all of the functions of a brand identity. In particular, a brand identity should help a company decide which program or communication is effective and which be damaging or off the target. Even a well-thought-out and on-target core identity may ultimately be too ambiguous or incomplete for this task. A brand personality does not often become a part of the core identity. However it can be exactly the right vehicle to add the needed texture and completeness by being a part of the extended identity. It provides the strategist with the opportunity to add full detail to complete the picture.
Components Of Extended Identity Product Packaging Personality Brand Name Slogan Logo/ Symbol Character Sub-Brand Components Of ‘Tastes like this feels' Cadbury • Family Oriented • Middle Class This Brand No Character Extended Identity
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