Session - Brand identity vs image.pptx

Brand Identity
vs
Brand Image
1

A brand is a “name, term, sign, symbol, or
design, or a combination of them,
intended to identify the goods and services
of one seller or group of sellers and to
differentiate them from those of
competition.
--American Marketing Associations (1992)
www.marketingpower.com
3

Brand Elements
• Basic elements include…
– Brand Name
– Logos and Symbols
Keller (2008) Chapter 4
4

Brand Elements
– Web address
– Characters
www.wellbeing.com
www.diy.com
5

Brand Elements
– Packaging
– Music
– Slogans
www.thedieline.com
6

Putting it all together…
• Brand Identity
The common element sending a single
message amid the wide variety of its products,
actions and communications
Kapferer (2007)
7

Brand Identity Brand Image
1
Brand identity develops from the source or the
company.
Brand image is perceived by the receiver or the
consumer.
2
Brand message is tied together in terms of brand
identity.
Brand message is untied by the consumer in the
form of brand image.
3
The general meaning of brand identity is “who you
really are?”
The general meaning of brand image is “How
market perceives you?”
4
It’s nature is that it is substance oriented or
strategic.
It’s nature is that it is appearance oriented or
tactical.
5 Brand identity symbolizes firms’ reality. Brand image symbolizes perception of consumers
6 Brand identity represents “your desire”. Brand image represents “others view”
7 It is enduring. It is superficial.
8 Identity is looking ahead. Image is looking back.
9 Identity is active. Image is passive.
10 It signifies “where you want to be”. It signifies “what you have got”.
11
It is total promise that a company makes to
consumers.
It is total consumers’ perception about the brand.
9

Relationship between brand image, identity
10

Brand identity is placed on the
company’s side and includes
everything that makes a brand
meaningful and unique.
It represents how a company
wants their brand to be perceived
by others.
Furthermore, Brand identity is
divided into four concepts;
Personality, Positioning, vision &
culture , Relationship.
demonstrates the link between the theoretical constructs
11

According to Kapferer (2008) communication means two things: sending out messages and
making sure that they are received.
Fill (1999) however believes that communication is a process where individuals share meaning.
This means that the sender and the receiver must fully understand the meaning of each other’s
communication, otherwise no dialogue will occur.
Companies will only achieve their objectives of influencing customers’ attitudes, knowledge
and/or behaviour, if an understanding is obtained
12

Kapferer discusses the concept of “noise” and explains it as extraneous factors
that produce meaning in the communication process and occurs before the
message reaches the receiver
• This could have positive effect on the communication where the message
is interpreted as better than reality.
• It could also have a negative effect where the message is perceived as
worse than reality.
• The brand communication have to be strong enough to cut through the
clutter, encourage a favourable brand attitude and encourage consumers
to purchase the product and spread the word.
13

It is therefore important for companies to be aware of the noise and handle it
as carefully as possible in order to avoid negatively influence the on the
consumers' Brand image.
Kapferer (2008) explains three explanations to why noise occurs
• Firstly, it can arise when companies have no clear idea of what their
Brand identity is, which leads them to focusing on their competitors
and imitating their marketing communication.
• Secondly, noise occurs when companies are focusing on meeting the
public’s expectations; instead of communicate their real identity.
• The last explanation is when companies have a fantasized identity and
communicate it as one would like it to be, but not as it actually is
14

Harley Davidson – Brand Image
An iconic cult brand Freedom – Go wherever you want to,
whenever you want to.
Authenticity – Noted for the tradition of heavy
customization, Oldest and quality name in
manufacturing bikes.
Community Building– HOG has 1.4 million
members, Ride Planner to plan trips, H-D
Photo Centre for posting photos of memorable
trips.
Rituals – Community festivals and monthly or
annual rides/events are conducted regularly,
buttons and pins from an activity/event are
worn on jackets.
Masculinity – Unique sound of the exhaust,
association with icons in films.
Toughness – Rugged heavy design and look of
the bikes.
15

Harley bike owners even had logo or bike tattoos done. Owners of H-D bikes
did not just buy a product. They bought a whole set of shared values, a lifestyle,
a heritage. The company wanted to capitalize on the brand. It introduced a
range of accessories to match the bike. A chain of retail shops sold H-D branded
merchandise like T-shirts, jackets, caps, gloves, helmets key chains, socks,
ornaments etc.
In the 1990s, it extended the brand too far. It
introduced products like wine coolers,
aftershave and perfumes.
The company was clearly not focusing on
what it knew best – building strong bikes.
Customers wanted strong bikes and
accessories that complimented the brand,
but ties and infant clothes went too far
16

Exercise #1: The cocktail
party
a) Imagine your brand is a person who just showed
up at an industry party full of your ideal customers
and competitors.
Describe what he (or she!) is like. What is he wearing? How does he approach people?
What does he say? Write down as many attributes as you can in one column.
17

B) What would this person be
18

Creating right brand Identity
19

Audience Knowledge
• The best brands have a thorough understanding of the demographics of
their target market, what their interests are, and how they communicate.
• Unless it’s a mega chain like Wal-Mart, most businesses have a specific
target audience they’re pursuing.
• Understanding the target market is critical because it provides direction
for the tone and reach of a marketing campaign, along with the overall
identity of a brand, while helping to create an organic, human
connection between a business and its audience.
• Trying to appeal to everyone (ie, ignoring the concept of a target market)
can be counterproductive, causing a company’s brand to become diluted.
• Finding the right branding approach requires first understanding the
target market.
20

Managers at one American company were startled when they
discovered that the brand name of the cooking oil they were marketing
in a Latin American country translated into Spanish as "Jackass Oil."
Pepsi Cola lost its dominant market share to Coke in South East
Asia when Pepsi changed the color of its vending machines and
coolers from deep “Regal” blue to light “Ice” blue as light blue is
associated with death and mourning in their region.
In Spain, when Coors Brewing Company translated its slogan “Turn it
loose” into Spanish, it read as: “Suffer from diarrhea”.
21

Uniqueness
• Establishing a brand identity requires something distinctive.
• For instance, Apple has become known worldwide for their innovative products
and minimalistic, aesthetic appeal.
• When it comes to service companies, Domino’s Pizza used to guarantee that their
pizza would arrive in 30 minutes or it’d be free
Apple does not depend on marketing to be successful. It is because they provide users with a reliable and
adaptable ecosystem which is simple and clear.
That's what the purpose of technology is. However, it is not simple to provide a simple experience. It
requires a lot of thought, and yes, the most innovative technology available.
MINIMAL DESIGNS
TECHNOLOGY AHEAD
OF COMPETITORS
SIMPLE TO USE
22

Consistency
• When consumers come back to a business for repeat sales, they usually
expect to receive the same level of quality as they did the first time.
• Restaurants and their food and service quality are a great example of this.
• No one wants to deal with a company they can’t rely on for consistency.
• With so many industries being saturated with competitors, inconsistency
is often enough of a reason for consumers to take their business
elsewhere.
• That’s why it’s so important to adhere to a certain quality standard with a
product or service.
• An example of a brand who offers amazing consistency is McDonald’s.
This powerhouse of the fast food world provides patrons with a menu
that’s consistent across the world.
• Whether someone orders in Florida or China, they know that a Big Mac is
going to taste the same.
23

While it’s certainly possible to build a brand in the short-term without passion, it’s almost
impossible to sustain it in the long run.
When you examine massively successful people like Steve Jobs, they all have a serious passion
that keeps propelling them to work hard and continually deliver greatness.
That passion leads to enthusiasm and genuine joy, which is infectious.
Consumers often become just as enthusiastic about a product or service, leading to word of
mouth advertising and referrals.
Passion also helps businesses persevere through inevitable setbacks.
Passion
24

Competitiveness
• Gaining an edge in today’s business world isn’t easy.
• For a brand to make a name for itself, team members should thrive on competition
and constantly strive to improve.
• When it comes to the major players in any industry, none simply sit back and hope
that their consumers will do the work for them.
• Instead, they tend to be the movers and shakers who work tirelessly toward
building and optimizing their brand, going above and beyond consumer
expectations.
• The end result tends to be a brand that is continually on the cutting edge of its
industry.
25

Exposure
• Another big part of being recognized as a distinctive, successful brand is the ability
to reach consumers through multiple channels.
• Obviously, larger companies have an advantage gaining exposure because they
usually have a bigger marketing budget and more existing connections.
• They can pay for television commercials, be featured in globally-recognized
magazines, and rank highly in search engine results pages.
• However, the Internet and social media have narrowed the gap between small
companies and large ones.
• There are more tools than ever before which offer any company a chance at
establishing their brand.
• By developing a presence on networks like Facebook, Twitter, LinkedIn and
Google+, anyone is able to reach almost any consumer.
• You just have to know how (that’s the hard part).
26

Advantages of maintaining brand image
27

As the brand is an established one, the clients are sure that, the products have already been
tested and approved and now the company will provide them the best possible service and
merchandise.
• The perception of a consumer towards a particular brand is in direct
relation to the image of the brand.
• Having a strong brand image directly impacts the consumer buying
behavior, and hence premium brands as well as top brands have a target
of building a strong and positive image of the brand.
• A positive brand image can make the decision process easier, thereby
promoting a lot of repeat purchases as well as primary purchases.
28

• Impact of a strong and positive Brand Image ??
• conveys the success of the product and gives results with increased sales
and revenues.
• gives confidence to the customers as they feel that the brand is sincere
and clear in its vision to create the best.
• It is possible to build brand image with strong advertisements because of
which companies are promoting their products
Amitabh Bachchan for Gujrat Tourism
Ambassador
Gujarat Tourism - Incredible India Ad Featuring
Amitabh Bachchan
Published on Jul 23, 2013
Amitabh Bachchan Replaces Aamir Khan As
Incredible India Ambassador
Published on Jan 8, 2016
Amitabh Bachchan selected for incredible
INDIA (after Amir Khan’s intolerance
controversy)
29

Disadvantages
• If an organization is unable to depict a satisfactory brand image, then the
consequences can be felt quickly.
• The brand might fail in the short term itself if the brand image created is
negative.
• The product is principally dependent on its brand image and unfavourable or
negative image results in the disgrace of the company, and later on bringing the
same brand becomes difficult.
• The main disadvantage of a brand image is that the brand and its products will
always be identified with the image until further changes in the brand image are
impelled.
• If in any circumstances the image is compromised, then sales and revenues will
also be hampered and therefore it is necessary to gather a right team that will
create and regularly maintain the brand image of a product.
30

• Maruti Suzuki is the most loved car brand of India for its great value, fuel
efficiency and huge service network.
• Some of its popular products involve Maruti 800, Zen, Swift,
Dzire, Alto and Van (Omni).
• Over the years, the brand has not been able to foray into the premium car
segment despite repeated attempts with products such as Kizashi and
Vitara
• People ask - Why should I pay such a high price for a Maruti Car?
Maruti – affordable car
Solution: NEXA
Nexa - A New Lifetime Experience
31

• Film stars like Priyanka Chopra, Ranbir Kapoor, Sonam Kapoor, Shahrukh
Khan and Salman Khan, Sports stars like Sachin Tendulkar, M S
Dhoni, and Virat Kohli are part of many advertisements.
• These personalities help to create and maintain valuable image for the
brand that proves beneficial in the long run.
• The main advantage is that a customer is secure in the knowledge that the
brand is dependable and will provide him/her maximum benefits.
• The honor of a company is replicated by its brand image and it is this
image that a person looks towards at.
• Hence, brand and its image are very important for the success of a
company
32

Snapdeal has a brand new identity,
revealing a brand new logo, website,
interface, as well as its apps. The design
centres on the colour red
SnapDeal Amir khan controversy
‘Appwapsi’ and ‘NoToSnapdeal’
Users had warned the website that they would not purchase
from them anymore unless Aamir Khan is dismissed as the
company’s ambassador.
Rebranding
Snapdeal says it has invested more than Rs.
200 crore in this rebranding move, and the
campaign involves big names like Prasoon
Joshi and his team at Mcann, as well as
musical trio Shankar Ehsaan Loy. This move
comes just ahead of the big shopping season,
and Snapdeal looks to gear up for competing
with fellow e-commerce giants Amazon and
Flipkart.
33

What is your first impression of a pair of Levi’s jeans?
original, quality driven and contemporary character?
34

• These are some of the prominent brand personalities of Levi’s that many
people can associate with since the brand’s inception back in 1853.
• Founded by Levi Strauss & Co., the brand went on to produce the very first
pair of denim jeans in the world through collaboration with tailor Jacob
Davis in 1873.
• Since then, Levi’s has consistently maintained its brand image of
originality, quality driven and contemporary which has indeed created a
strong Emotional Selling Proposition (ESP) among its
target markets.
35

An Original Brand Image From The Start
• The 1930s was a time when Levi’s adopted a very authentic and classic brand
image that appealed to only cowboys, lumberjacks and railroad workers.
• However, a change of Levi’s brand image was seen during the 1950s and 1960s
when the brand added contemporary elements to the designs of its jeans.
• With this, Levi’s introduced its first ever shrink-to-fit 501 jeans which has a modern
look and feel but did not compromise on its signature classic brand personality.
Levi's shrink to fit jeans commercial 1983
36

• This change in Levi’s brand image has established a strong emotional
connection within the younger consumers during that time, thus allowing
the brand to enjoy strong brand popularity among young and hip
subcultures which include the greasers, mods, rockers, hippies and more.
• Fast forward till today, the Levi’s brand has constantly attracted the likes of
young and fashionable working adults who are in love with the original,
quality driven and contemporary brand image that it portrays.
Brad Pitt Levi's commercial
37

• Levi’s has also invested in continuous advertising initiatives to maintain its
original, quality
• By consistently using recordings of popular music ranging from traditional
pop and punk rock throughout its commercials, Levi’s was able to portray
a truly differentiated brand image for its brand that has highlighted its
signature authentic, quality driven yet modern brand personalityy driven
and contemporary brand image
• This has in turn created a lot of emotional connection with its existing and
potential target markets, thus leading to strong brand loyalty throughout
the years.
Levi's gay commercial
38

• As of today, Levi’s lovable brand image has helped its brand grow from a
humble waist overalls manufacturer to a global clothing company with
operations in 110 countries worldwide.
• With its excellent collection of products that directly reflects its iconic
brand personality, Levi’s continues to enjoy strong brand loyalty, mind
and market share among its target markets.
• Levi’s is like the Rolling Stones or Johnny Cash. They’re one of the all-time
greats who defy and define the category, and without them, the genre
wouldn’t be the same without it.
Levi's "Twist" :90 Commercial
Growing Strong With A Lovable Brand Image
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• Levi’s is authentic—and fiercely committed
to maintaining and reinforcing that
authenticity.
• The quality and integrity of Levi’s products
is unquestionable. The rivets on the jeans
have become a standard around the world,
and the signature red-stitched selvage and
double-needle stitching are superior
design details.
• But the company’s brand messages have
made a more culturally significant appeal.
40

Defy the trends
• All brands need to evolve to remain relevant. Levi’s, despite the powerful
brand equity it has established, is no exception.
• But the company favors maintaining its brand integrity over jumping onto
the latest trends.
• What has kept Levi’s in the forefront of the ever-changing jean world is
their market research— how they test product with a variety of diverse
retailers and use that feedback to address various fits, washes and fashion
elements to stay current
• “But they never go too far into the gimmicks that have misled many good
companies.”
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• While most companies search for ways to modernize, innovations at Levi’s
often invoke the brand’s history.
• For example, the latest version of its visual identity features an updated
logo based on the original batwing designed for the company nearly 50
years ago by Walter Landor.
• Other elements of the “new” identity include the shape of the stitching
that has been on the back pockets for more than a century, a modernized
rendition of the two-horse mark and the message “Patented 1873.”
42

http://www.mediacomusa.com/en/news-insights/blink/issues/edition-5-
2012/characteristics-of-a-passionate-brand.aspx
http://landor.com/thinking/brands-that-make-you-love-them
Reference links
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Session - Brand identity vs image.pptx

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