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Brand identity

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					Creating Brand Identity
             Defining the Brand
•   What is the brand’s vision and aim?
•   What makes it different?
•   What need is the brand fulfilling?
•   What is its permanent nature?
•   What are its value or values?
•   What are the signs which make it
    recognizable?
             Brand Identity and
                Brand Image
• Identity is on the sender’s side. Its purpose is
  to specify the brand’s meaning, aim and self
  image

• Image is on the receiver’s side. It’s how groups
  perceive the brand. Image refers to the way in
  which groups decode all of the signals
  emanating from the brand’s products,
  services and communications
     Positioning & its Limitations
A brand for what? - brand promise and
  consumer benefit
• Body Shop is environmentally friendly
• VW is reliable
A brand for whom? - target aspect
• Snapple is a soft drink for adults
• Absolute is the vodka for sophistication
A brand for when? - occasion when product is
  consumed
• Night belongs to Michelob

A brand against whom? - competitors
• Heineken imported beer also competes with
  vodka and gin
           Positioning Process
1. Indicate what category the brand should be
   associated with

2. Indicate what the brand’s essential
   difference is in comparison to the other
   brands and products in that category
     Six Facets of Brand Identity
1. A brand has physical qualities or a ‘physique’
 What does it do?
 What does it look like?

2. A brand has its own personality
 Spokesperson or figurehead role
 What brand would be if it were a person
3. A brand has its own culture
 Set of values feeding the brand’s inspiration
 Country of origin

4. A brand has its own relationship
 Exchanges between people and brand
 Service sectors and retailers
5. A brand is a reflection
 Produces a reflection or image of the buyer or
  user
 Different from target the describes brand’s
  potential buyer or user
 Customer is reflected as s/he wishes to be
  seen from using the brand
 Consumers use brands to built their own
  identities
6. A brand speaks to our self image
 Self image is the target’s own internal mirror
 Attitude toward the brand fosters an inner
  relationship with self
          Strategic Brand Analysis
Customer          Competitor          Self
Analysis          Analysis             Analysis

• trends          • brand image/                  • image
• motivation        identity                • brand heritage
• unmet needs             • strengths/strategies • strengths
• segmentation            • vulnerabilities        •
   organization
                                           values
        Brand Identity System

Brand as Product     Brand as Organization

Product scope        Organization attributes
Product attributes   • Innovation
Quality/value        • Consumer concern
Uses                 • Trustworthiness
Users                Local vs. global
Country of origin
        Brand as Organization

Brand as Person    Brand as Symbol

Personality        Visual imagery and
• Energetic          metaphors
• Rugged           Brand heritage
Brand-customer
  relationships
• Friend
• Advisor
           Value Proposition
Functional Emotional Self-expressive
benefits       benefits    benefits
            Brand Characters
• Help consumers identify and recognize the
  brand
• Guarantee the brand
• Give the brand durability
• Help differentiate and personalize the brand

Who are your favorite brand characters?

				
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posted:8/19/2012
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