Chapter 3 focuses on brand management and identity, detailing how a brand's tangible and intangible characteristics shape its public perception. It emphasizes the importance of brand elements such as physique, personality, relationships, culture, reflection, and self-image in developing effective brand plans. Key examples include how brands like Coca-Cola and Porsche cultivate their identities and customer relationships.

1. CHAPTER 3 : BRAND MANAGEMENT
BRAND IDENTITY
F.GAUCHER - Corporate Reputation and Brand Management

2. Developing Brand Plans
2. Brand Positioning
I
1. Brand Identity
3. Brand Architecture
Brand Essence
Perceptual Map
Value Proposition
Brand Identity Model

3. Brand Management – Brand Identity1

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

11. Developing Brand Plans – Brand Identity1
Tangibleelements-Physique:
Brand’s Prototype
Levis 501
1. Brand Identity - Physique

12. Developing Brand Plans – Brand Identity1
Tangibleelements-Physique:
Burberry's
classic
checked
pattern
1. Brand Identity - Physique

13. Developing Brand Plans – Brand Identity1
Tangibleelements-Physique:
Nike AIR
feature
1. Brand Identity - Physique

14. Developing Brand Plans – Brand Identity1
Tangibleelements-Physique:
Brand’s
Prototype
Porsche
911
1. Brand Identity - Physique

15. Developing Brand Plans – Brand Identity1
Tangibleelements-Physique:
Brand’s Prototype
Citroen
DS
1. Brand Identity - Physique

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.

20. Developing Brand Plans – Brand Identity
Brand Identity (2)
1
Ref: Aaker
Porsche 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

25. Developing Brand Plans – Brand Identity1
3. Brand Identity - Relationship

26. Developing Brand Plans – Brand Identity1
3. Brand Identity - Relationship

27.  Apple: Friendly and approachable
Developing Brand Plans – Brand Identity1
3. Brand Identity - Relationship

28. Developing Brand Plans – Brand Identity
Brand Identity (3)
1

29. Developing Brand Plans – Brand Identity
Brand Identity (3)
1

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

32. Developing Brand Plans – Brand Identity1
4. Brand Identity - Culture

33. Developing Brand Plans – Brand Identity1
4.BrandIdentity-Culture

34. Developing Brand Plans – Brand Identity
Brand Identity
1

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

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a brand speaks to our self-image.
5. Brand Identity – Customer Self-Image

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5. Brand Identity – Customer Self-Image

43. Developing Brand Plans – Brand Identity
Brand Identity (3)

44. Developing Brand Plans – Brand Identity1