SBM

Brand Identity by Other Brand Gurus

Brand Identity Prisim by Jean Noel Kapferers

The Concept .what BI is not

Brand Identity is (unlike Positioning)

Beyond product focus Delivers richness of the brand Delivers brand language and style (not current fads) Is more durable

Identity is more than Positioning

Positioning throws up the brand category (POP) and its competitive difference (POD) Positioning is about - What. For whom. When. Against whom

Brand Identity, Image, Positioning

Brand as intended Identity

Image
(Brand as decoded by the consumer)

Positioning (Brand in relation to competitive brands)

Perceptual screen

The brand is a perceptual entity

Brand Identity
Pictures the sender

E xt er na Relationship li sa ti o n Reflection

Physique

Personality

Culture

Self image

In t er na li sa ti o n

Pictures the recipient Brand Identity is the internal vision to be communicated

The Six Facets of Identity

These facets define the identity and boundaries within which the brand can develop

Physique the objective and the tangible (what brand is, does, looks like, etc. - products , labels, design, retail outlet, etc.) Personality the kind of person the brand is Culture country of origin, organizations values, what governs the brands outward signs (products and communication) Relationship the nature / crux of a transaction Reflection of the idealized users (models) Self-image Target Markets internal image when using brand These are interrelated elements and reflect each other

Brand Elements / Sources of Identity

Rich brands have many sources of identity but do not tap them all Brands typical products - Brand prototype is the exemplar Brands marketing mix- brand values in production, distribution, service. Brand name has to be managed to take on its own meaning over time. Ideally chosen to reflect brand values Brand characters / emblems portrays brand traits creator, animals, character, models Visual symbols and logo type embody brand culture and personality

David Aakers

Building Brand Equity

Entails:

Structuring Brand Identity

Executing and Implementing Brand Identity Measuring Brand Equity

Brand Identity
Drives the Strategic Vision of a Brand

Provides the brand direction, purpose and meaning Determines the Brand Associations Is the basis of a relationship with a the customer Is the frame of reference for processing information and evaluating the brand vis--vis competition

It provides texture and depth to the Brand

Brand Identity Structure

Core Identity

Product thrust Org. values User profile

The timeless essence of the Brand That remains constant across markets & products

Brand Identity Structure

Extended Identity

Core Identity Core Identity

product scope , personality, symbols, endorsers programmes, usage occasions, heritage, taste, slogans,brand family, origin, employees, retail experience, etc.

Provides texture & completeness to the Brand

Brand Identity System

Brand as a Product

attributes & benefits quality uses users origin

Brand as an Organisation

oranisation attributes local / global

personality brand -customer relationship visual imagery / metaphors heritage

Brand as a Person

Brand as a Symbol