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National Institute of Fashion Technology Hyderabad

Assignment on Comparative Analysis of Brand Identity of Two Fashion Brands

Submitted to: Mr. Annaji Sharma

Submitted by: Sadhana Yadav (MFM)

Brand is the "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers." Initially, Branding was adopted to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot iron stamp, and was subsequently used in business, marketing and advertising. A modern example of a brand is Coca Cola which belongs to the Coca-Cola Company. A brand is the most valuable fixed asset of a Corporation.

Brand Identity
Brand identity stems from an organization, i.e., an organization is responsible for creating a distinguished product with unique characteristics. It is how an organization seeks to identify itself. It represents how an organization wants to be perceived in the market. An organization communicates its identity to the consumers through its branding and marketing strategies. A brand is unique due to its identity. Brand identity includes following elements - Brand vision, brand culture, positioning, personality, relationships, and presentations. Brand identity is a bundle of mental and functional associations with the brand. Associations are not reasons-to-buy but provide familiarity and differentiation thats not replicable getting it. These associations can include signature tune(for example - Britannia ting-tingta-ding), trademark colours (for example - Blue colour with Pepsi), logo (for example Nike), tagline (for example - Apples tagline is Think different),etc.Brand identity is the total proposal/promise that an organization makes to consumers. The brand can be perceived as a product, a personality, a set of values, and a position it occupies in consumers minds. Brand identity is all that an organization wants the brand to be considered as. It is a feature linked with a specific company, product, service or individual. It is a way of externally expressing a brand to the world. Brand identity is the noticeable elements of a brand (for instance - Trademark colour, logo, name, symbol) that identify and differentiates a brand in target audience mind. It is a crucial means to grow your companys brand. Brand identity is the aggregation of what all you (i.e. an organization) do. It is an organizations mission, personality, promise to the consumers and competitive advantages. It includes the thinking, feelings and expectations of the target market/consumers. It is a means of identifying and distinguishing an organization from another. An organization having unique brand identity have improved brand awareness, motivated team of employees who feel proud working in a well branded organization, active buyers, and corporate style. Brand identity leads to brand loyalty, brand preference, high credibility, good prices and good financial returns. It helps the organization to express to the customers and the target market the kind of organization it is. It assures the customers again that you are who you say you are. It establishes an immediate connection between

the organization and consumers. Brand identity should be sustainable. It is crucial so that the consumers instantly correlate with your product/service.

Brand Identity Prism

Kapferer uses an identity prism to describe brand identity from a sender perspective and receiver perspective in 6 dimensions. The left side of prism is intended to project outward and externalised the brand. The right side dimensions transfer internalised the brand.

The model has 6 dimensions on which a brand is to be evaluated. Physical Facet talks about what the product is, what does it do, how does it add value to customers, how does it fill up the gap in the market. Brand personality is measured using those traits/features of consumer personality that are directly related to brands. Proper care should be taken not to confuse it with consumer's

reflection. Brand personality is closely linked with self-image and image of the consumer. Questions to be asked are: 1) What are the features of consumer personality? 2) What are the features of brand if it was a person? This depends on the functional aspect of the product and the gap it would fill. Brand Culture: As the name signifies, it talks about the culture of the brand. The values and the principles will follow from the culture and it is these values which will bind the customers. Remember HSBC's "The World's local bank". Questions which need to be asked:1) Is the brand's culture global? 2) What are the values for which the brand stands for? 3) How would customers take the values of such a brand? Brand Relationships: No prizes for guessing what would this be about! Yes, after all every brand has to maintain healthy relationships with customers. All marketing collaterals are intended to do just that. Therefore to gauge the identity, this had to feature. 1) How would Sales describe the relationship attributes for their customer management process? 2) How would Customer support describe their approach to increasing customer satisfaction? 3) How does the brand want to be seen by customers in marketing communication? Customer Reflection: Every product is designed to satisfy some need of the intended customer base. A consumer has to be reflected in a way, which would show how he or she could image himself consuming a particular good. For example, in India anyone consuming Pepsi Cola would imagine himself to be young and Thumps up (another cola drink from Coke stable) to be adventurous. For this aspect, questions are to be put to customer experience team about what would the users imagine while using the product? Customer Self Image: Consumers get attracted to those brands in which they see their own traits, for example, a man who is muscular and strong would smoke Marlboro. This goes hand in hand.

Brand Identity of Levis

Levis particular positioning represents the core of its marketing strategy - The position of the products, created increased differentiation, contributing to the companies market increased differentiation and consequently led to a strong market power. To better understand the implementation of the positioning of Levis, below is a little summary of the growth and establishment of Levis in the consumers mind-set: In 1930s, the company survived the Great Depression due to increased interest in Western culture: Jeans were then strategically positioned as being worn by cowboys. The jeans were later on issued to employees in the defence industry (including veterans) during World War II. Post World War II, veterans that went to college wore Levis Post W orld War II, increasing its popularity, and became more and more recognized by the youth. The social status of veterans, who were at the time viewed as heroes also had a great impact on the rise of recognition/popularity of the jeans, as they wore them. With time, jeans were shown to be suitable for casual wear, rather than work. During the Baby Boom era, Levis strategically targeted younger consumers and positioned their product as cool. In the minds of the youth Celebrity endorsements started taking an important role in the rise of brand recognition. Early movie starts were endorsed by Levis as they associated themselves with the Levis products. Consequently consumer demand shifted from durability of jeans to its fashion. Culturally, jeans became a symbol of youth and rebellion. In 1960s, student protesters wore jeans as uniforms. Jeans became so associated with the youth that it almost became part of their identity. The Levis firm positioned its products with changing times and demands, kee ping existing customers and capturing new markets. Increases in sales ultimately increased along with profits and most importantly strong brand recognition. Their positioning had proven to be very successful as Levis became the n1 brand associated with f ashionable and good quality jeans.

Brand Identity Prism of Levis

Physique Blue Denims and Red Logo

Personality Young, Innovative, Fun, Rebellious

Picture of Sender

Relationship Culture Appreciation needs, reliable, Empathy American, Individualism, Style Way of Life
Picture of Receiver

Reflection Elite Class, Youth, Trend setters

Self-Image Ability to Buy, Frontier, Independence

Brand Identity of Diesel

In recent years, the company has driven its attention to endorsing young creativity by sponsoring several projects such as the Diesel-U-Music Contest. Diesel has been the founding partner of International Talent Support in its various forms. Diesel has also offered sponsorship and creative contribution to the 2006 edition of Vienna's Life Ball AIDS charity, as well as the Sundance Film Festival. Diesel's innovative approach to marketing has let it to be perhaps the first clothing company to market their clothing in video games, and has developed innovative approaches to fashion shows. In December 2008, Diesel announced a marketing partnership with Sony Computer Entertainment Europe, to sell their designs in Sony's virtual world, PlayStation Home with the majority of the proceeds going to the OTBF Only The Brave Foundation (Diesel's charitable arm). From January to September 2008, Diesel spent $5.8 million on U.S. advertising, according to TNS Media Intelligence. A November 2009 New York Post article mentions that "the CEO of the fashion house's US division, Steve Birkhold, has resigned to join a rival firm." According to the Post, Birkhold was allegedly attempting to secure deals to expand the Diesel brand into U.S. chain stores like Macy's, while Diesel's Italy execs feared such a move would dilute the brand's image. In 2010 from its headquarters in Breganze, it directly manages 18 subsidiaries across Europe, Asia and the Americas. It is now present in more than 80 countries with 5,000 points of sale, including more than 400 company owned stores. Diesel is part of the holding Only the Brave, which also incorporates 55DSL (a street and urban wear brand); Staff International (an Italian company that manufactures and distributes clothing for brands such as Maison Martin Margiela, DSquared2, Vivienne Westwood, Viktor & Rolf and Marc Jacobs Menswear); and controlling stakes in Maison Martin Margiela and Viktor and Rolf.

Brand Identity Prism of Diesel

Physique Fashionable Jeans, High End Fabrics, Expensive Prices, Provocative Design

Personality Being Unique, Freedom/Rebel, Recognizable

Picture of Sender

Culture Relationship Family, Friends, Parties Being Part of Community of the Young Outstanding Free People

Picture of Receiver

Reflection rebelness, Worrylessness, Party Lifestyle

Self-image Perceived as the Top Denim Quality and Outstanding Design