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