BRAND IDENTITY

Physique according to him is the basis of the brand e.g. The physique of Philips is “technology
and reliability” while for the brand Tata it is “trust”

Personality is same as Aaker, it answers the question “what happens to this brand when it
becomes a person?”

Culture symbolizes the organization, its country-of-origin and the values it stands for e.g.
traditional brands like balsara, dabur and zandu.

• Relationship is the handshake between consumer and the organization.

– e.g. the relationship with “safola” is safety.

• Reflection is the consumer’s perception for what the brands stands for.

– e.g. coke’s image more attract youth.

• Self-image is what the consumer think of himself.

– e.g. benz Car owner think that since he has bought the car he is treating himself to
one of the best car in the world.

Brand

“A Brand is a complex symbol. It is the intangible sum of a product’s attributes, its name,
packaging and price, its history, reputation, and the way it’s advertised. A brand is also defined
by consumer’s impression of people who use it, as well as their own experience”

- David Ogilvy

Brand experience can be divided into:

 Internal
 External

Internal brand experience includes: External brand experience includes:

● Business Process ● Name
● Customer Relations ● Logo
● Brand Values ● Advertising
● Training ● Brand Identity
● Quality ● Environments
● Staff Motivation ● Products & Service
● Recruitment Policies etc.
Brand Identity Prism based on Kapferer model and the 6 key dimensions in it

 Physical

– Product features, symbols & attributes

 Personality

– Character & attitude

 Relationship

– Beliefs & association

 Culture

– Set of Values

 Reflection

– Customer’s view of the brand

 Self-Image

– Internal mirror of customer as user of brand