1. 1.1
BRAND IDENTITY: IT’S MORE THAN A LOGO!
Lecture delivered at Golden Gate University,
January 19, 2014
3/24/2014
Judy Hopelain
Marketing Lecturer, UC Berkeley
Founder, Pure Gravy LLC
Partner, Brand Amplitude LLC

2. Founder, Pure Gravy LLC
Partner, Brand Amplitude LLC
Lecturer, UC Berkeley
jhopelain@haas.berkeley.edu
Over 20 years helping position companies for marketplace success. Recent
clients include J. Crew, Angie’s List, Outward Bound, and McKesson.
Multi-channel retail and management/brand consulting
Founded Pure Gravy LLC to do hands-on insights, strategy, and
implementation consulting
Marketing faculty at UC Berkeley’s Haas School of Business since 2009
• Teach Brand Strategy & Management
• Undergraduate faculty advisor for Marketing
B.A. Political Science/Public Service, University of California, Davis
Master of Public Policy, University of Michigan, Ann Arbor
Thanks for having me! I’m Judy Hopelain
Pure Gravy LLC
Positionings that beat plan!

3. 3/24/2014 3
Topics For Today
 The Brand Strategy Roadmap
 Brand Identity Deep Dive
 Brand Purpose Is The New Black
 Patagonia Brand Identity Example
 Exercise: A Declining Brand’s Identity
3

4. BrandEquity
Desired
Current
Today
Time
Future
Current Image
Market
Perceptions
4
Value
Proposition
Future Focused
Key Brand Benefit
1
Brand Strategy Roadmap
Positioning
Relative to
Alternatives
3
12-18 months
Emotional
Brand
Connection
Brand Identity2
5-7 Years
Enduring
The Brand Strategy ‘Big 3’
http://www.brandingstrategyinsid
er.com/2012/12/the-trinity-of-
brand-
strategy.html#.Urfdu2RDs_w
4

5. 5
Brand Identity Overview
Why it matters:
• Explains how brand supports the organization’s mission and objectives
• Informs decisions about marketing and the customer experience
• Enables the brand to be used as a filter in hiring, partnerships, acquisitions,
and more
Definition:
Describes how a brand wants to be understood by
customers, consumers, employees and other stakeholders
after repeated exposure over time.
• Articulates the values, culture and needs of key
constituents, both internal and external
• It takes time to fulfill, so it’s revisited infrequently
Emotional
Brand
Connection
Brand Identity
2
Best practice:
Internalize the identity up and down the organization, so that everyone is
working from the same understanding and to ensure the same brand filters
are applied in decision making.
5

6. Adapted from the ‘Brand Identity Prism’ by Jean-Noel Kapferer, The New Strategic Brand Management, 2012, p.156
Brand Identity Prism
6
All brand identities include capabilities, personality and rallying cry.
Capabilities:
What do we do?
Personality:
How do we deliver?
What this all adds up to:
Rallying Cry
Internal Values &
Culture:
Who are we?
Noble Purpose:
Why do we exist?
Aspirational Image:
What do customers want
their use of the brand to say
about them?
Shared Values &
Community:
What do we and customer
have in common?
Some brands will have most of the additional elements listed, and a few will have
them all.

7. This element answers the question: What do we do?
Capabilities are about the brand’s value-added.
• What the brand does (may not be distinctive)
• How well it performs
• Quality or performance standards
May not be highly differentiating
2 1.7
Capabilities
7
Capabilities:
• Girls central – they get girls
• Leaders in play – they understand the value of play
• Age-appropriate products – they know how to
design products for girls of all ages
Example: Barbie

8. Source: Jennifer Aaker
1.8
This element answers the question: How do we deliver?
Some brands are incredibly earnest, others are super smart. By communicating
their personality, brands build character. Consumers identify with the brand’s
personality or project themselves into it.
Brand Personality
8

9. This element answers the question: Who are we?
Strong brands are built on a strong culture and a clear set of shared
values that articulate the brand’s core beliefs and way of operating.
1.9
Internal Culture & Values
9
“The cultural facet of
brands’ identity
underlines that brands
are engaged in an
ideological
competition.” - Jean
Noel Kapferer
1. It is our nature to innovate.
2. Nike is a company.
3. Nike is a brand.
4. Simplify and go.
5. The consumer decides.
6. Be a sponge.
7. Evolve immediately.
8. Do the right thing.
9. Master the fundamentals.
10. We are on the offense – always.
11. Remember the man. (The late Bill Bowerman,
Nike co-founder)
Nike Maxims

10. This element answers the question: What do we have in common?
Brand loyalty provides a sense of belonging. Whether it’s formal or
grassroots, that connection provides a powerful bond and source of
distinction
Example: Harley Davidson
• 1983: Harley-Davidson faced extinction
• By 2008: A top 50 global brand valued at $7.8 billion
• Built a unique brand community organized around the lifestyle,
activities, and ethos of the brand
• Retooled every aspect of the organization – from culture to
operating procedures and governance structure – to drive
community strategy
1.10
Shared Values & Community
10
http://vimeo.com/75344967

11. This element answers the question: Why do we exist?
Strong brands have a vision of the world. The idea of ‘Being of Service’
underlies this facet of the prism.
Noble Purpose refers to the larger goal or cause the brand aspires to
serve. It is meant to be motivating to employees, and important to
customers and other external stakeholders, articulating how it aims to
make peoples’ lives better.
1.11
Noble Purpose
Examples:
11
Eliminate excess calories from
the American diet,
support organic agriculture,
spread fair-trade labor
standards in developing nations
Improve peoples’ lives
through business
Get businesses and
people involved in the
fight against AIDS

12. This element answers the question: What do customers want their
use of the brand to say about them?
• Repeated use and reliance on a brand demonstrates its value to the
user
• Brand loyalty provides an emotional or self-expressive benefit
• Use of the brand tells others something about the user, and it tells
the user something about her/himself
1.12
Aspirational Self-Image
12
Example: Ralph Lauren
“Ralph Lauren has always stood for
providing quality products, creating worlds
and inviting people to take part in our dream.
We were the innovators of lifestyle
advertisements that tell a story and the first
to create stores that encourage customers to
participate in that lifestyle.”
– Ralph Lauren

13. This element answers the question: What does all this add up to?
The Rallying Cry is 3-5 word shorthand encapsulation of the brand identity
• Defines the category of business for the brand, sets boundaries,
clarifies what is unique
• Should be memorable, crisp and vivid in meaning
• Stakes out ground that is personally meaningful and relevant to as
many employees as possible
• Not an advertising slogan, and generally not used publicly
1.13
Rallying Cry
13
Emotional
Modifier
Descriptive
Modifier
Brand
Category/Industry
+ +
Ritz-Carlton: Ladies & Gentlemen
Serving Ladies & Gentlemen
http://youtu.be/AANS1QlS6kQ
BMW: Ultimate Driving Machine
http://youtu.be/NJ81ivxPl20
Disney: Fun Family Entertainment
http://youtu.be/MAE_OgMrkaQ
Examples:
Framework:

14. Internal Culture &
Values
• Reduced
environmental
footprint
• Corporate
transparency
• Flout convention
Capabilities
• Well-made, functional
products with a flair
• Gear for an active life
• New business incubator
Personality
• Blunt
• Expert
• Hopeful
Noble Purpose
• Helping to solve the
environmental crisis
Shared Values
& Community
• 1% for the Planet
Aspirational Self-
Image
• Participating in the
Responsible Economy
Putting It All Together: Patagonia
Rallying Cry:
Use business to inspire
environmental change
2
14
What we
do
Who
we are
Why we
exist
How we
deliver
What
customers
want their
use of the
brand to say
about them
What
brand and
customers
have in
common

15. 3/24/2014 1.15
15

16. 3/24/2014 1.16
16
Practice
Choose a brand from the list of Top 100 that declined
in value from 2012 to 2013 that you are familiar with
and answer these questions:
1. Why do you think the brand’s value declined
from 2012 to 2013?
2. How might a clearer, more compelling noble
purpose help the brand reverse this decline?
What might be a compelling noble purpose
for this brand?
2013
Rank Brand (Decline)
57 Nokia (-65%)
71 Morgan Stanley (-21%)
67 Nintendo (-14%)
78 MTV (-12%)
87 Avon (-11%)
61 Dell (-10%)
35 Canon (-9%)
46 Sony (-8%)
9 Intel (-5%)
37 Nescafe (-4%)
47 Thomson Reuters (-4%)
84 Santander (-2%)
15 HP (-1%)
53 Heinz (-1%)
Interbrand Top 100 Brands
That Declined in Brand Value
From 2012 to 2013
http://www.interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013-Brand-
View.aspx