Brand Identity

A Discussion on Brand
 What is Brand?
a name given to a product or service
www.cogsci.princeton.edu/cgi-bin/webwn
a recognizable kind; "there's a new brand of hero in the movies now"; "what make of car is that?"
www.cogsci.princeton.edu/cgi-bin/webwn
A unique and identifiable symbol, association, name or trademark which serves to differentiate competing products or services. Both a physical and emotional trigger to create a relationship between consumers and the product/service.
www.allaboutbranding.com/index.lasso
A name, number, term, sign, symbol, design, or combination of these elements that an organization uses to identify one or more products.
www.healthadvantage-hmo.com/customer_service/terms.asp
a trademark or trade name that identifies a product, a distributor, a producer or a manufacturer.
www.abc.net.au/eightdays/glossary/default.htm
Product identification by word, name, symbol, design, or a combination of these.
www.fluidcommunications.biz/marketing/marketing_definitions.htm
A brand is a mixture of attributes, tangible and intangible, symbolised in a trademark, which, if managed properly, creates value and influence. "Value" has different interpretations: from a marketing or consumer perspective it is "the promise and
delivery of an experience"; from a business perspective it is "the security of future earnings"; from a legal perspective it is "a separable piece of intellectual property." Brands offer customers a means to choose and enable recognition within
cluttered markets.
www.hidp.org/programmer/glossary.html
A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller.
www.shapetomorrow.com/resources/b.html
A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. p. 269
users.wbs.warwick.ac.uk/dibb_simkin/student/glossary/ch09.html
A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller.
www.scottmcnealy.com/businessplanning/GlossaryProductDevelopmentTerms.htm
A name, number, term, sign, symbol, design or combination of these elements that an organization uses to identify one or more products.
www.bcbstx.com/glossary/
A design, mark, symbol or other device that distinguishes one line or type of goods from those of a competitor.
www.powerhomebiz.com/Glossary/glossary-B.htm
A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item ,a family of items, or all items of that seller.
www.pdmamn.org/NPD%20Glossary.htm
That combination of name, words, symbols, or design that identifies the product and its source and distinguishes it from competing products-the fundamental differentiating device for all products. (Ch. 5, 6)
highered.mcgraw-hill.com/sites/0072415444/student_view0/glossary.html
a mark or symbol identifying or describing a product and/or manufacturer, that is embossed, inlaid or printed.
www.nahad.org/ihag/section_2.htm
A noun. A proper noun that is attached to an individual, a firm, a product or a service. Any proper noun may be a brand. Any individual or firm is a brand. A successful brand offers differentiating values for buyer appreciation.
www.jaffeassociates.com/JaffeNews/00BrandGlossary.html
The Clicquot brand, etc., the best brand, etc. That is the merchant's or excise mark branded on the article itself, the vessel which contains the article, the wrapper which covers it, the cork of the bottle, etc., to guarantee its being genuine, etc. Madame
Clicquot, of champagne notoriety, died in 1866. He has the brand of villain in his looks. It was once customary to brand the cheeks of felons with an F. The custom was abolished by law in 1822.
www.bootlegbooks.com/Reference/PhraseAndFable/data/171.html
jargon for those things associated with a product name, such as the image or concept in customers' minds about what it means to them
www.journalism-school.com/fgloss.htm
Umbrella term applied to everything from a name or logo, to the overall reputation of an organization or product.
www.landreyco.com/exp_glossary.html
A printed symbol of ownership that a company hopes consumers will associate with quality.
www.jscfcu.org/kidglossary.htm
“I don’t know who you are.
I don’t know your company.
I don’t know your company’s products.
I don’t know what your company stands for.
I don’t know your company’s customers.
I don’t know your company’s reputation.
Now - What was it you wanted to sell me?”
McGraw-Hill Magazine Ad
 What is a brand?
Strawman: A collectively held idea of a
company by its customers in
reaction to the messages the
company sends via advertising,
product design and public
relations.
 What is Brand Identity?
Brand Identity is the 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 for the organization
members.
 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

Marketing, PR,
Customers & Potential Messaging Product
customers
 Brand Management
Popular, fun,
goofy
expressive
Results
Strategy

Brand Strategist

Do you
Yahoo?

Marketing, PR,
Customers & Potential Messaging Product
customers
 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 • Symbols (The stagecoach
woman) represents Wells Fargo)
• Country of Origin (Audi has • Brand-Customer relationship
German craftsmanship) (Gateway is a friend)
• Organizational Associations • Emotional benefits (Saturn
(3M is innovative company) users feel pride in building a
• Brand Personality (Yahoo is US built car)
fun and irreverent) • Self-Expressive benefits (Nike
users are strong)
 More than a Product
BRAND
Organizational
Associations Brand Personality

Symbols
PRODUCT
Country of Scope
Origin Attributes
Quality
Uses Brand-customer
Relationships

User Imagery
Emotional
Self-Expressive Benefits
Benfits
 Limitations of Product-Attribute
Identities
• Fail to Differentiate
• Are easy to copy
• Assume a Rational Customer
• Limit Brand Extension Strategies
• Reduce Strategic Flexibility

Think of Search
 Breaking Out of Traps
• Brand-as-product that includes user
imagery and and/or country of origin
• Brand Identify based on perspectives of
brand organization, a person and a
symbol as well as a product
• A value proposition that includes
emotional and self expressive benefits as
well as functional benefits
• The ability of a brand to provide
credibility as well as a value proposition
• The Internal as well as external role of
the brand identity
• Brand Characteristics broader than brand
positions
 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
Extending Brand
Thank You