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How managers create awareness of any brand in the market. Identity has different
parameters name, packaging, colour, style, font and logo in order to creating the brand
personality in market.
Brand identity is the common element sending a single message amid the wide variety of
its products, actions and slogans.
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. Brand identity should help establish a relationship
between the brand and the customer by generating a value proposition involving
functional, emotional, or self-expressive benefits.
Brand identity represents how the brand wants to be perceived, it leads brand
image and is situated on the sender's side. The way a brand is perceived by its
customers is key to it success.
Physique:
Personality:
An internal intangible facet which forms the character, soul and brand
personality which are relevant for brands.
Culture:
An internal intangible facet to integrate the brand into the organization which is essential
in differentiating brands.
Relationship:
An exterior facet with tangible and intangible areas, and defines the behavior
that identifies the brand - the way the brand connect to its customers.
Reflection:
Self-image:
FLEXIBLE:
Where it can be efficiently used across media without any extra production cost that
might occur if special production techniques or extra steps have to be taken.
Expandable:
Where you can expand your visual identity to accommodate your sub-brands or services
or you can even re-brand your identity without losing its visual assets and integrity.
Consistent:
The look and feel of your visual identity does not change and stay the same across all
your communications, web, print or media.
All our Brand Identity Systems come with a -Visual Identity & Brand Manual- that
explains how it works and how it should be used.
Product differentiations:
Personnel differentiation:
Companies can strong competitive advantage through having better trained people. Better
trained people exhibit six characteristics.
Competence:
They possess the required skills and knowledge.
Courtesy:
They are friendly, respectful and considerate
Credibility:
They are trust worthy.
Reliability:
They perform the service consistently and accurately.
Responsiveness:
They respond quickly to customers request and problems.
Communication:
They make an effort to understand the customer and communicate clearly.
Retailers are likely to use their front line employees as a means of differentiating their
brands.
Channel differentiation:
Companies can achieve competitive advantage through the way they design their
distribution channels coverage, expertise, and performance.
Image differentiation: