Branding Strategy

Identity
vs.

Image

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 a public perceive the company or its product

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 brands strategic vision and the driver of one of the four principal dimensions of brand equity: 1) 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

Resul ts
Brand Strategist

Strateg y

Bran d Imag e

Brand Position

Customers & Potential customers

Messagin g

Marketing, PR, Product

Popular, fun, goofy expressive

Resul ts
Brand Strategist

Strateg y

Do you Yahoo?

Customers & Potential customers

Messagin g

Marketing, PR, Product

BRAND IDENTITY AND BRAND EQUITY

Brand Identity

Brand Associations

Brand Equity

BRAND IDENTITY SYSTEM

A brands 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/Val ue 4. Uses 5. Users 6. Country

Brand as Organizati on

Brand As Person 1. Personality

Brand As Symbol 1. Visual Imagery and metaphors 2. Brand Hreritage

1. Organization 2. Brandal Attributes customer 2. Local vs. relationshi Global p

BRAND IDENTITY SYSTEM

Brand Identity

Brand as Brand as Brand as Brand as Product Organization Person Symbol

Value Proposition

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 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 Relationship

INTERNALISATION 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? Spokesperson or figurehead role What brand would be if it were a person

2. A brand has its own personality

3. A brand has its own culture

Set of values feeding the brands 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 brands 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 targets own internal mirror Attitude toward the brand fosters an inner relationship with self

BRAND EQUITY

Combination of Assets and Liabilities associated with a brand.

It enhances or depreciate the value of

brand. Brand equity is the added value

endowed on products and services,

which may be reflected in the way consumers think, feel, and act with respect to the brand.

FIVE MAJOR DETERMINANTSBRAND EQUITY

Awareness Quality Perception Loyalty

Patents and trademark

PYRAMID OF BRAND EQUITY

PROCESS OF BRAND EQUITY

BUILDING BRAND EQUITY

Marketers build brand equity by creating the right brand knowledge structures with the right consumers.

1.

3 main brand quality drivers: The initial choices for the brand elements or identities making up the brand (brand names, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packages,& signage)

2.

The product , service, all accompanying marketing activities & supporting programs

3.

Other associations indirectly transferred to the brand by linking it to some other entity (a person, place, or thing).

BRAND EQUITY COMPETITIVE ADVANTAGES

Reduced marketing costs. Trade leverage. Can charge a higher price. Can easily launch brand extensions.

Can take some price competition.