Brand Identity: A Discussion On Brand

Brand Identity A Discussion on Brand

What is Brand? a name given to a product or service www.cogsci.princeton.edu/cgi-bin/webwn a recognizable kind; "there's a new brand of hero in the movies now"; "what make of car is that?" www.cogsci.princeton.edu/cgi-bin/webwn A unique and identifiable symbol, association, name or trademark which serves to differentiate competing products or services. Both a physical and emotional trigger to create a relationship between consumers and the product/service. www.allaboutbranding.com/index.lasso A name, number, term, sign, symbol, design, or combination of these elements that an organization uses to identify one or more products. www.healthadvantage-hmo.com/customer_service/terms.asp a trademark or trade name that identifies a product, a distributor, a producer or a manufacturer. www.abc.net.au/eightdays/glossary/default.htm Product identification by word, name, symbol, design, or a combination of these. www.fluidcommunications.biz/marketing/marketing_definitions.htm A brand is a mixture of attributes, tangible and intangible, symbolised in a trademark, which, if managed properly, creates value and influence. "Value" has different interpretations: from a marketing or consumer perspective it is "the promise and delivery of an experience"; from a business perspective it is "the security of future earnings"; from a legal perspective it is "a separable piece of intellectual property." Brands offer customers a means to choose and enable recognition within cluttered markets. www.hidp.org/programmer/glossary.html A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. www.shapetomorrow.com/resources/b.html A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. p. 269 users.wbs.warwick.ac.uk/dibb_simkin/student/glossary/ch09.html A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. www.scottmcnealy.com/businessplanning/GlossaryProductDevelopmentTerms.htm A name, number, term, sign, symbol, design or combination of these elements that an organization uses to identify one or more products. www.bcbstx.com/glossary/ A design, mark, symbol or other device that distinguishes one line or type of goods from those of a competitor. www.powerhomebiz.com/Glossary/glossary-B.htm A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item ,a family of items, or all items of that seller. www.pdmamn.org/NPD%20Glossary.htm That combination of name, words, symbols, or design that identifies the product and its source and distinguishes it from competing products-the fundamental differentiating device for all products. (Ch. 5, 6) highered.mcgraw-hill.com/sites/0072415444/student_view0/glossary.html a mark or symbol identifying or describing a product and/or manufacturer, that is embossed, inlaid or printed. www.nahad.org/ihag/section_2.htm A noun. A proper noun that is attached to an individual, a firm, a product or a service. Any proper noun may be a brand. Any individual or firm is a brand. A successful brand offers differentiating values for buyer appreciation. www.jaffeassociates.com/JaffeNews/00BrandGlossary.html The Clicquot brand, etc., the best brand, etc. That is the merchant's or excise mark branded on the article itself, the vessel which contains the article, the wrapper which covers it, the cork of the bottle, etc., to guarantee its being genuine, etc. Madame Clicquot, of champagne notoriety, died in 1866. He has the brand of villain in his looks. It was once customary to brand the cheeks of felons with an F. The custom was abolished by law in 1822. www.bootlegbooks.com/Reference/PhraseAndFable/data/171.html jargon for those things associated with a product name, such as the image or concept in customers' minds about what it means to them www.journalism-school.com/fgloss.htm Umbrella term applied to everything from a name or logo, to the overall reputation of an organization or product. www.landreyco.com/exp_glossary.html A printed symbol of ownership that a company hopes consumers will associate with quality. www.jscfcu.org/kidglossary.htm

“I don’t know who you are. I don’t know your company. I don’t know your company’s products. I don’t know what your company stands for. I don’t know your company’s customers. I don’t know your company’s reputation. Now - What was it you wanted to sell me?” McGraw-Hill Magazine Ad

What is a brand? Strawman: A collectively held idea of a company by its customers in reaction to the messages the company sends via advertising, product design and public relations.

What is Brand Identity? Brand Identity is the unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers for the organization members.

Aspects of Brand • BRAND IMAGE – How the brand is now perceived

• BRAND IDENTITY – How strategists want the brand to be perceived

• BRAND POSITION – The part of the brand identity and value proposition to be actively communicated to a target audience

Brand Management Brand Identity

Results

Strategy Brand Strategist

Brand Image Brand Position

Customers & Potential customers

Messaging

Marketing, PR, Product

Brand Management Popular, fun, goofy expressive

Results

Strategy Brand Strategist

Do you Yahoo?

Customers & Potential customers

Messaging

Marketing, PR, Product

THE BRAND IMAGE TRAP • Brand image is how customers and others perceive the brand • The brand image trap is that it lets the customer dictate what you are • Customer orientation gone amuck • Creating a brand identity is more than finding out what customers say they want.

Who’s the doctor? “A brand identity is to brand strategy what "strategic intent" is to a business strategy. Strategic intent involves an obsession with winning, real innovation, stretching the current strategy, and a forward-looking, dynamic perspective; it is very different from accepting or even refining past strategy. Similarly, a brand identity should not accept existing perceptions, but instead should be willing to consider creating changes.

External Perspective Trap "What does your brand stand for?" "Achieving a 10 percent increase in sales" Strategy has to look in, not just out. Too busy marketing to live up to brand.

The Product Attribution Trap Most Common trap A brand is more than product • • • •

Brand Users (the Charlie woman) Country of Origin (Audi has German craftsmanship) Organizational Associations (3M is innovative company) Brand Personality (Yahoo is fun and irreverent)

• • •

•

Symbols (The stagecoach represents Wells Fargo) Brand-Customer relationship (Gateway is a friend) Emotional benefits (Saturn users feel pride in building a US built car) Self-Expressive benefits (Nike users are strong)

More than a Product BRAND Organizational Associations

Country of Origin

Brand Personality

Symbols

PRODUCT Scope Attributes Quality Uses

Brand-customer Relationships

User Imagery Self-Expressive Benfits

Emotional Benefits

Limitations of Product-Attribute Identities • • • • •

Fail to Differentiate Are easy to copy Assume a Rational Customer Limit Brand Extension Strategies Reduce Strategic Flexibility Think of Search

Breaking Out of Traps • • • • • •

Brand-as-product that includes user imagery and and/or country of origin Brand Identify based on perspectives of brand organization, a person and a symbol as well as a product A value proposition that includes emotional and self expressive benefits as well as functional benefits The ability of a brand to provide credibility as well as a value proposition The Internal as well as external role of the brand identity Brand Characteristics broader than brand positions

Brand Identity Planning Extended

core

Brand As Product 1. Product Scope 2. Product Attributes 3. Quality/Value 4. Uses 5. Users 6. Country

Brand as Organization

Brand As Person

Brand As Symbol

1. Organizational Attributes

1. Personality

1. Visual Imagery and metaphors

2. Local vs. Global

2. Brandcustomer relationship

2. Brand Hreritage

Extending Brand

Thank You