Brand Identity. Material for BBA/MBA course
"Brand Management", Chapter 3: Brand Identity.
Your comments are welcome to improve this course.
F. Gaucher, Aperto Libro Academy
A brief look into brand identity and some of the models involved with its such as the brand identity prism. as well as examples of Nikes Identity prism and Jaguars identity prism.
A lot more info can be located on my website : https://digibowl.wordpress.com/2016/03/30/what-is-brand-identity-a-closer-look-at-the-brand-identity-prism/
BRAND
• A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION
Brand Personality
• When a brand image or brand identity is expressed in terms of human traits, it is called brand personality.
• Brand personality is the way a brand speaks and behaves.
• Assigning human personality traits/characteristics to a brand so as to achieve differentiation.
• These characteristics signify brand behaviour through both individuals representing the brand (i.e. it’s employees) as well as through advertising, packaging, etc.
A brief look into brand identity and some of the models involved with its such as the brand identity prism. as well as examples of Nikes Identity prism and Jaguars identity prism.
A lot more info can be located on my website : https://digibowl.wordpress.com/2016/03/30/what-is-brand-identity-a-closer-look-at-the-brand-identity-prism/
BRAND
• A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION
Brand Personality
• When a brand image or brand identity is expressed in terms of human traits, it is called brand personality.
• Brand personality is the way a brand speaks and behaves.
• Assigning human personality traits/characteristics to a brand so as to achieve differentiation.
• These characteristics signify brand behaviour through both individuals representing the brand (i.e. it’s employees) as well as through advertising, packaging, etc.
Marketing creating and capturing customer valueDr. Ahmad Faraz
The focus of this lecture was to develop and provide an understanding of few basic concepts of marketing. As without those students are unable to understand the subject and its study as it proceeds further. More appropriate for Undergraduates but few topics can be equally helpful for Master students.
Marketing Fundamentals - Chapter 1 - BBA / MBA Course
PPT material Marketing Principles
Your comments are welcome to improve the content.
Dr. Francois Gaucher, DBA, MBA
this is notes on chapter 2 of ten principles of economics by mankiw. topics covered:
THE ROLE OF ASSUMPTIONS
ECONOMIC MODELS
THE CIRCULAR-FLOW DIAGRAM
THE PRODUCTION POSSIBILITIES FRONTIER
MICROECONOMICS AND MACROECONOMICS
THE ECONOMIST AS POLICY ADVISER
this is short notes on chapter 2 of ten principles of economics by manikiw
1This is a sample lecture on Marketing, Chapter 1 from the texbook Kotler, P. & Armstrong, G. (2012). Principles of Marketing. New Jersey: Prentice-Hall.
This sample lecture was prepared for Ashford Unversity, 2011.Upon completion of this lecture, a certificate of completion is available from Alpha & Omega Healthcare Management Consulting. For the certificate, please contact tripthimathew@alphanomega.info or DrMathewTM@gmail.com
Branding Course Presentation Georges Najm USEK Business SchoolGeorges Najm
As its name implies it, this Branding Course deals with Brands. It tries to thoroughly investigate and answer important brands and branding questions such as:
• Why are brands so important?
• What do brands represent to the consumers?
• What should corporations do with brands to manage them optimally and properly?
• Why are brands considered one of the most valuable assets a company has?
• How are brands built and developed over time?
• What is brand equity?
• What are the various brands’ strategies and tactics?
• How do companies design and implement marketing programs and activities intended to build, measure, and manage strong brand equity?
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
Brand identity stems from an organization, i.e., an organization is responsible for creating a distinguished product with unique characteristics. It is how an organization seeks to identify itself
It represents how an organization wants to be perceived in the market. An organization communicates its identity to the consumers through its branding and marketing strategies.
A brand is unique due to its identity. Brand identity includes following elements - Brand vision, brand culture, positioning, personality, relationships, and presentations
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
4. Developing Brand Plans – Brand Identity
Brand Identity
1
Brand identity expresses the brand’s tangible and intangible
characteristics – everything that makes the brand what it is.
5. Developing Brand Plans – Brand Identity
Brand Identity
1
Before projecting an image to the public, we must
know exactly what we want to project.
6. Developing Brand Plans – Brand Identity
Brand Identity
1
A company's brand identity is how that business wants to be
perceived by consumers (its target audience).
Brand Identity represents what the organization wants the
brand to stand for.
7. Developing Brand Plans – Brand Identity1
Kapferer’s model to define Brand Identity
How to define Brand Identity?
8. Developing Brand Plans – Brand Identity1
A brand is a PHYSIQUE.
3. Brand Identity - Physique
9. Developing Brand Plans – Brand Identity
1. Brand Identity - Physique
1
Tangible elements: Product, Design, Features
• Physique: the set of the brand physical features
• All the specific design and product features that
identify the brand
A brand has physical specificities and qualities
10. Developing Brand Plans – Brand Identity1Tangibleelements-Physique:
The physical facet
also comprises the
brand’s prototype:
the flagship product
that is representative
of the brand’s
qualities.
1. Brand Identity - Physique
Example: the Coca Cola and Orangina bottle shapes
16. Developing Brand Plans – Brand Identity1
A brand has a Personality.
2. Brand Identity - Personality
17. Developing Brand Plans – Brand Identity1
• Brand personality: it is the brand character.
• Brand personality says how the brand
communicates with the outside world.
A brand has a personality
2. Brand Identity - Personality
18. Developing Brand Plans – Brand Identity1
How the brand communicates with the outside world:
• Using specific VI (Visual Identity): colors, typo, logo,
writing style or voice, etc.
• Personality traits: smart, professional, creative, etc.
2. Brand Identity - Personality
19. Developing Brand Plans – Brand Identity
Brand Identity (2)
1
Brands may use personality endorsement that
embodies the brand personality.
21. Developing Brand Plans – Brand Identity1
A brand is a customer Relationship.
3. Brand Identity - Relationship
22. Developing Brand Plans – Brand Identity1
• A brand can symbolize some specific relationship between
two people, such as mother and child, bond of two friends,
teacher and student, etc.
• Type of relationship characteristics: Honesty, respect,
closeness, consideration, fun, trust, support, fairness,
friendly, love, etc.
• Brand resonance: resonance refers to the relationship that
a brand builds with its customers
3. Brand Identity - Relationship
23. Developing Brand Plans – Brand Identity1
• The luxury carmaker Lexus clearly sets its class apart
from BMW by providing its customers a red carpet
treatment.
3. Brand Identity - Relationship
24. Virgin: Customers are fun companions.
Developing Brand Plans – Brand Identity1
3. Brand Identity - Relationship
30. Developing Brand Plans – Brand Identity1
A brand is a CULTURE.
4. Brand Identity - Culture
31. Developing Brand Plans – Brand Identity1
• Brand culture: the values (national culture,
region, subculture, etc.) on which a brand has to
base its behavior.
• Example: Apple California
A brand is a culture.
4. Brand Identity - Culture
35. Developing Brand Plans – Brand Identity1
A brand is a customer reflection.
4. Brand Identity - Reflection
36. Developing Brand Plans – Brand Identity1
• Brand Reflection: A brand builds a reflection or an image
of the buyer or user.
• In other words, the brand's most stereotypical buyer.
• “that’s a brand for young people!”, “For fathers!”, “for
show-offs!”
4. Brand Identity - Reflection
37. Developing Brand Plans – Brand Identity1
• Coca-Cola, has a much wider clientele than suggested by
the narrow segment it reflects (15- to 18-year-olds).
4. Brand Identity - Reflection
38. Developing Brand Plans – Brand Identity1
A brand is a customer Self-Image.
5. Brand Identity – Self-Image
39. Developing Brand Plans – Brand Identity1
• Customer’s self image: the mirror the target group
holds up to itself
• Ex: Porsche is focusing on designing vehicles that
would reinforce the feeling of success, and
reflecting the customers’ high self-esteem, their
roles, and their status.
5. Brand Identity – Customer Self-Image
A brand speaks to our self-image.
40. • Lacoste customers’ self-image:
• Studies show that Even if they do not
practice any sports, Lacoste clients
inwardly picture themselves as members
of an elegant sports club – an open club
with no race, sex or age discrimination, but
which endows its members with
distinction.
Developing Brand Plans – Brand Identity1
5. Brand Identity – Customer Self-Image
41. Developing Brand Plans – Brand Identity1
a brand speaks to our self-image.
5. Brand Identity – Customer Self-Image