Brand Identity
Brand Identity
Branding Strategy
Identity Image
vs.
How we see ourselves... How others see us...
Identity and Image
Identity: Image:
The way a The way the
company aims to public perceives
identify or the company or its
position itself 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 Messaging Marketing, PR,
Product
customers
Popular, fun,
goofy
expressive
Results
Strategy
Brand Strategist
Do you
Yahoo?
Marketing, PR,
Customers & Potential Messaging Product
customers
Brand Identity and Brand Equity
Brand Brand Brand
Identity Associations Equity
Brand Identity System
A brand’s identity can be viewed from four
perspectives:
1. brand as product
2. brand as organization
3. brand as person
4. 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 Brand as Brand As Brand As
Organization Person Symbol
1. Product Scope
1. Organizational 1. Personality 1. Visual
2. Product
Attributes Imagery and
Attributes 2. Brand-
metaphors
2. Local vs. customer
3. Quality/Value
Global relationship 2. Brand
4. Uses Hreritage
5. Users
6. Country
Brand Identity Model(1) – Aaker Model
Brand
Extended Essence
Core
Brand as Brand as Brand as Brand as
Product Organization Person Symbol
• 제품범주 / 속성 / 용도• 기업철학 / 문화 • Brand Personality • Symbol Mark
• 품질 / 가치 • 지역기반 • Relationships • Color
• 사용자 • Logotype
• 원산지 • Brand Name
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 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”.
- Brand and products
Values positioning
Products - Communication platform
Benefits
- Physician segmentation
Features - To discover the reasons why
purchase decisions are made
- …
Consumer perception, motivations
and expectations
(Means-End theory)
Brand Identity Model – Keller Model
Designing Developing Acquired
Performance
Brand Core Brand Communication Brand Power
Brand Identity System Brand Performance Marketing Performance
• Name
• Sales
• Slogan
• Awareness • Market Share
• Sound
Brand Essence • Associations • Brand Loyalty
• Symbol/Logo
• Attitude/Activity • Customer Satisfaction
• Color
• Coverage/Connection
• Philosophy • Character
• Positioning
• Personality Brand Delivery System Brand Assessment Financial Performance
• Promise/Value
• Website
• Brand Equity Model • Profits
• Contents/Solution
• Brand Diagnosis Model • Site Value
• Communication • Stock Value
• Customization • Brand Extension Model
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) Symbols (The stagecoach represents
Country of Origin (Audi has German Wells Fargo)
craftsmanship) Brand-Customer relationship
Organizational Associations (3M is (Gateway is a friend)
innovative company) Emotional benefits (Saturn users feel
Brand Personality (Yahoo is fun and pride in building a US built car)
irreverent) Self-Expressive benefits (Nike users
are strong)