Scribd Logo
Upload

Welcome to Scribd!

  • 33 views

    Lect3: Elements of Brand Building

    Uploaded by

    Durgesh Choudhary
    Brand identity is the unique set of associations that a brand strategist aims to create to represent what the brand stands for. Brand image is how customers perceive the brand. A brand is more than just the product - it also includes organizational attributes, symbols, and the brand-customer relationship. Brand personality refers to the sum of tangible and intangible assets that define a brand. It is assessed based on five dimensions: sincerity, excitement, competence, sophistication, and ruggedness. Brand image is the impression formed in customers' minds, while brand personality is the underlying cause that shapes that image. An effective brand identity is developed by strategically positioning the brand across different target groups in terms of its personality

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    Lect3: Elements of Brand Building

    Uploaded by

    Durgesh Choudhary
    33 views40 pages
    Brand identity is the unique set of associations that a brand strategist aims to create to represent what the brand stands for. Brand image is how customers perceive the brand. A brand is more than just the product - it also includes organizational attributes, symbols, and the brand-customer relationship. Brand personality refers to the sum of tangible and intangible assets that define a brand. It is assessed based on five dimensions: sincerity, excitement, competence, sophistication, and ruggedness. Brand image is the impression formed in customers' minds, while brand personality is the underlying cause that shapes that image. An effective brand identity is developed by strategically positioning the brand across different target groups in terms of its personality

    Original Description:

    this is for branding in marketing

    Original Title

    Branding

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Brand identity is the unique set of associations that a brand strategist aims to create to represent what the brand stands for. Brand image is how customers perceive the brand. A brand is more than just the product - it also includes organizational attributes, symbols, and the brand-customer relationship. Brand personality refers to the sum of tangible and intangible assets that define a brand. It is assessed based on five dimensions: sincerity, excitement, competence, sophistication, and ruggedness. Brand image is the impression formed in customers' minds, while brand personality is the underlying cause that shapes that image. An effective brand identity is developed by strategically positioning the brand across different target groups in terms of its personality

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    33 views40 pages

    Lect3: Elements of Brand Building

    Uploaded by

    Durgesh Choudhary
    Brand identity is the unique set of associations that a brand strategist aims to create to represent what the brand stands for. Brand image is how customers perceive the brand. A brand is more than just the product - it also includes organizational attributes, symbols, and the brand-customer relationship. Brand personality refers to the sum of tangible and intangible assets that define a brand. It is assessed based on five dimensions: sincerity, excitement, competence, sophistication, and ruggedness. Brand image is the impression formed in customers' minds, while brand personality is the underlying cause that shapes that image. An effective brand identity is developed by strategically positioning the brand across different target groups in terms of its personality

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    You are on page 1of 40

    Lect3

    ELEMENTS OF BRAND
    BUILDING
    • 1. Brand Identity
    • 2. Brand Image
    • 3. Brand Personality
    • 4. Brand Imagery
    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.
     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.


    "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.
    Most Common trap
    A brand is more than product
     Organizational  Symbols
    Associations  Brand-Customer

    relationship
     Emotional benefits
     Brand Users (the Charlie woman)
     Brand Personality (Yahoo is fun and
    irreverent)
     Self-Expressive benefits
     Eg:Nike users are strong
     Country of Origin (Audi has German
    craftsmanship)
    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 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 Image vs Brand personality
    • Brand Image:
    • The Impression left in the mind of the
    prospect by the brand
    • Brand Personality:
    • It is the sum total of all the significant
    tangible and intangible assets that a brand
    possesses.
    • Brand personality is the cause and Brand
    Image is the effect.
    BRAND PERSONALITY
    • 5 Dimensions of brand
    personality
    SINCERETY

    COMPETENCE EXCITEMENT

    BRAND PERSONALITY

    SOPHISTICATION RUGGEDNESS
    • Sincerity (down to earth,honest,whole
    some cheerful)
    • e.g. Hallmark, Coke, Kodak etc.
    • Excitement (daring, spirited, imaginative,
    up-to-date)
    • e.g. Pepsi
    • Competence (reliable ,intelligent,
    successful)
    • e.g. Hewlett Packard.
    • Sophistication (Upper class, Charming)
    e.g. BMW, Mercedes.
    • Ruggedness (Outdoorsy, tough)
    • e.g. Nike.
    COMPETENCE
    SOPHISTICATION

    BRAND PERSONALITY

    EXCITEMENT

    SINCERETY
    RUGGEDNESS
    7- 14 yrs
    Teenagers & Kids

    1.Positioned itself as a
    Healthier brand with USP as
    “ Eat Healthy, Think Better .”
    2.Created identity in all age
    group.
    3.Reduced its brands from 24
    to 9.
    4. Positioned itself in bakery
    segment with a promise of
    “ Taste with Health.”
    Urban Adults
    1.Strong Heritage
    2.Herbal or
    Ayurvedic
    Benefits
    3.Healthy
    4.Dependable
    BRAND PERSO. BRAND IMAGE

    price VALUE 4 MONEY


    LIFE BUOY SOAP
    carbolioc HARD WORKING

    Puffed biscuits NOVELTY


    LITTLE HEARTS Distinct packing ATTRACTIVE
    Heart shaped biscuit
    ROMANTIC
    Brand Image and celebrity
    • 03 aspects influence a consumer’s attitude
    towards a brand
    • 1. Attractiveness
    • 2. Trustworthiness
    • 3. Expertise
    Aspects of a Brand Image Celebrity products

    1.WHISPER
    ATTRACTIVENESS 1.Elegant 1.Renuka Sahane
    2.LUX
    2.Beautiful 2.Madhuri Dixit
    3.ASIAN
    3.Classy 3.Pataaudi
    PAINTS(Roya
    le)

    TRUSTWORTHINESS 1.Dependable 1.Kapil Dev 1. BOOST


    2.Honest 2.T.N.Seshan2. FROGEN
    3.Reliable VEG

    1 Knowledge 1.Sachin 1.Rocker shoe


    EXPERTISE
    2. Qualified 2.Naina Balsavar 2.Shampoo
    3. Skilled 3.Amjad Ali Khan 3.Bazooka
    Brand Imagery
    • Brand Image is the product seen from the
    consumer’s perspective

    • Imagery is the consumer seen from the


    product’s perspective
    • 03 kinds of Brand Imageries
    • . Sacred Imagery
    • Product gets elevated to metaphysical
    height because of the setting and the ritual
    of consumption
    • E.g Chywanprash
    • Parachute hairoil
    • Gripe Water
    • Secular Imagery
    • Consumer would like to break the routine
    to do something new
    • E.g Pepsi
    • Mediating Image
    • Skilful weaving of sacred and the secular.
    e.g Santoor
    Vicco
    Extending Brand

    You might also like