Brand Identity

Brand Identity

Branding Strategy

Identity

Image vs.

How we see ourselves...

How others see us...

Identity and Image

Identity: The way a company aims to identify or position itself

Image: The way the public perceives the company or its products

What is Image

It is decoded Identity

Definition Brand identity is a 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 from the organization members.

Definition A brand identity provides direction, purpose and meaning for the brand. It is central to a brand’s strategic vision and the driver of one of the four principal dimensions of brand equity: associations, which are the heart and soul of the brand.

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

Popular, fun, goofy expressive

Results

Strategy Brand Strategist

Do you Yahoo?

Customers & Potential customers

Messaging

Marketing, PR, Product

Brand Identity and Brand Equity

Brand Identity

Brand Associations

Brand Equity

Brand Identity System A brand’s identity can be viewed from four perspectives: 1. 2. 3. 4.

brand as product brand as organization brand as person brand as symbol

When we view a brand from all these perspectives, it is easier to develop/reinforce a Value Proposition, Credibility and, ultimately, a Relationship with the customer.

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

Brand Identity Model(1) – Aaker Model Extended

Brand Essence

Core

Brand as Product

Brand as Organization

• 제품범주 / 속성 / 용도• 기업철학 / 문화 • 지역기반 • 품질 / 가치 • 사용자 • 원산지

Brand as Person

Brand as Symbol

• Brand Personality • Symbol Mark • Relationships

• Color • Logotype • Brand Name

Brand Identity System Brand Identity Brand as Product

Brand as Organization

Value Proposition

Brand as Person

Brand as Symbol

Credibility

Brand-Customer Relationship

Dimensions of Brand Identity Brand as Product      

Product Scope Product Attributes Quality/value Uses Users Country of Origin

Dimensions of Brand Identity Brand as Organization    

innovation, consumer concern trustworthiness Local vs. global

Dimensions of Brand Identity Brand as Person Personality     

genuine, energetic, rugged friend, adviser,

Dimensions of Brand Identity Brand as symbol  

Visual imagery and metaphors Brand heritage

Brand as symbols

The Kapferer Brand Identity Prism PICTURE OF SENDER Physique

Personality

EXTERNALISATION

INTERNALISATION

Relationship

Culture

Reflection

Self-Image

PICTURE OF RECIPIENT

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

Physique: Communication devise, hi technology, performance, design, interchangeable/ colorful “covers”, premium materials and graphics, user friendly software, big display, no antenna, comfortable forms, electronic visual identifier, audio identifier (“Grande valse”), Nokia blue and Nokia logo. Personality: Innovative, fun, committed, reliable, trendy, involved, high achiever, honest, socially accountable and progressive. Culture: Communication, respect for the individual, innovation, reliability, customer focus, customer satisfaction, cutting edge communications technology and global. Relationship: “Connecting people”. Reflection: Young, sophisticated, cool, fun, fashion and status concerned. Self-image: Young, trendy, sophisticated, able to buy (symbol of social status), innovative and technology aware.

The laddering theory

“The laddering theory is a one-to-one interviewing technique used to develop an understanding of how physicians translate the products attributes (Features) into meaningful associations for them (benefits and values) in a given products class”.

Values Products Benefits Features

- Brand and products positioning - Communication platform - Physician segmentation - To discover the reasons why purchase decisions are made - …

Consumer perception, motivations and expectations (Means-End theory)

Brand Identity Model – Keller Model Designing Brand Core

Brand Essence • Philosophy

Developing Brand Communication

Acquired Brand Power

Performance

Brand Identity System

Brand Performance

Marketing Performance

• Name • Slogan • Sound • Symbol/Logo • Color • Character

• Awareness • Associations • Attitude/Activity

• Sales • Market Share • Brand Loyalty • Customer Satisfaction • Coverage/Connection

• Positioning • Personality

Brand Delivery System

Brand Assessment

Financial Performance

• Promise/Value • Website • Contents/Solution • Communication • Customization

• Brand Equity Model • Brand Diagnosis Model • Brand Extension Model

• Profits • Site Value • Stock Value

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)