This document discusses brand identity and provides examples. It defines brand identity as conveying organizational values to customers, not just brand image. Brand identity sets boundaries and guidelines for brand positioning strategies. The document outlines dimensions of brand identity like visual imagery, attributes, users, and relationships. It provides Pond's brand identity examples like country of origin and target users. Core and extended identities are distinguished. Models for conceptualizing brand identity are presented, including the Brand Identity Prism and Aaker's Brand Identity System, which define facets and categories that comprise a brand's identity.

1. Lecture 9

2. Brand IdentityBrand Identity is not just brand image , which is a set of positive and favorable psychological overtones.It’s a promise to a customers conveying some values from the organization.

3. Brand identity is not just------------Brand Identity Is not Limited to Positioning Brand Attributes Customer perceptionImage

4. Dimensions of Brand IdentityBrand IdentityBrand as a symbolBrand as organisationBrand as ProductBrand as personVisual imagery and metaphor

5. Brand heritage,

6. Organization attributes(e.g Innovation genuine Consumer Care etc)

7. Local vs Global

8. Product scope

9. Product attributes

10. Uses

11. Users

12. Country of Origin

13. Personality (energetic rugged)

14. Brand customer relationships

15. (friends advisor)Brand Identity of Pond’sCountry of origin-USACorporate association HUL.Brand Users-feminine (as per gender)Emotional Benefits- skincare, freshness, fragrance etc.Self expression- Self confident woman.Symbols-Flowers Pink,Lavender etc.