Brand Identity
Lecture 9
Brand Identity
Brand Identity is not just brand image , which is a set of positive and favorable psychological overtones. Its a promise to a customers conveying some values from the organization.
Brand identity is not just----------- Brand Identity Is not Limited to
Image
Positioning
Brand Attributes
Customer perception
Dimensions of Brand Identity
Brand Identity
Brand as Product
Brand as organisation
Brand as person
Brand as a symbol
Product scope Product attributes Uses Users Country of Origin
Organization attributes(e.g Innovation genuine Consumer Care etc) Local vs Global
Personality (energetic rugged) Brand customer relationships (friends advisor)
Visual imagery and metaphor Brand heritage,
Brand Identity of Ponds
Country of origin-USA Corporate association HUL. Brand Users-feminine (as per gender) Emotional Benefits- skincare, freshness, fragrance etc. Self expression- Self confident woman. Symbols-Flowers Pink,Lavender etc.
Perspective Brand as Product
Dimensions Product class association Attributes Quality Users Country of origin
Remarks Name evokes Product class skin care and cosmetics.
Ponds protects the skin , nourishes and is sensitive Quality products at an affordable price Young vivacious women and matured girls.
HUL stands for quality ,Largest Packaged mass consumption of goods company. Self confident and achiever matured assertive but not aggressive woman
Organization
Organizational attributes
Brand personality
Brand as a person
heritage Symbol
Pink and Lavender Colors, And 50yrs old Brand.
INNER AND OUTER IDENTITY
Core Identity Extended Identity and Value proposition
Core Identity
Pepsodent-Germ Fighter Colgate- Cavity, Tooth Decay Promise Clove oil Lux-complexion and Beauty soap of stars Ponds Beauty in -U Bournvita-Brain devlopment Boost-Stamina Complan- Height.
Brand Identity and Brand Image
Brand Image- refers to the way the audience (or the consumers interpret the brand.) Brand Identity -refers to the way the brand was conceived its meaning values and set of beliefs.
Brand identity and Brand Image
Brand Identity Passive, retrograde (conservative, Traditional) Tactical, short Term Brand Image Active .Futuristic(Innovative)
Strategic; Long Term
Fleeting, ephermal
Quintessential
Brand Identity vs. Brand Positioning
Brand Identity Forms the basis for strategies both current and future . Provides guidelines framework for developing the product range Symbolizes what the brand aspires to be (i.e.)a more comprehensive definition of brand. Specifies the limits of positioning strategy Brand Positioning Deals with current strategies (regarding communication) Tackles every products class or category under the brand individually Symbolizes what the brand is! Creates specific positioning propositions for the brand.
Brand Identity Prism Model
The model proposes that every brand is born without any specific identity(and hence with a much greater degree of freedom. it assumes a character and identity
It identifies what a brand is i.e. explains what it signifies ,It also set limits for the brand and it is within this boundary
that the brand has to operate.
Facets of Identity Prism
Physique Personality Culture Relationship Reflection Self Image.
Kapfereers Brand identity prism
Kapfereers Brand identity prism
Phsique;Like Dettol has a personality of being an antiseptic germical Liquid . Personality;-Mothers recipe evokes the image of a grandmotherly Lady.
Culture; Culture is a result of Brand association with a region or its country of
Origin.
Relationship; Jhonson&Jhonson showing the deep bonding of a
mother with her child.
Reflection;-L'Oreal
the best for herself .
showing independent woman , trendy and demands
Self Image;
Brand as a product. Brand as a organization. Brand as Person. Brand as a symbol
