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Brand identity
By :Pallavi Chaudhary Divya Pundeer Kaushik Sarkar

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Reasons to Get an ID
Visibility Credibility Appearance Retention Differentiation Stability Support

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According to Jean-Noel Kapferer, identity precedes image. An obsession with image tends to attach greater importance to appearance than to inner reality. But brand identity is a richer, more substantial concept to embrace. According to David A. Aaker,Brand identity is 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.

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Brand Identity Prism of Kingfisher

Zest Youth Luxury Flamboyant Frivolous (at the same time) Professional

Exclusive Loyal Mesmerizing

Glocal Values Passion for Success Promise of Growth

Young Minded Luxury Seeking Successful Person

Chic Regal Page 3 Persona

Source: The Icfai Journal of Brand Management, Vol. IV, No. 4, 2007

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Aakers Brand Identity Model

Brand as a good
1. Limits of a good 2. Features of a good 3. Quality/equity 4. Experience 5. Consumers 6. Country producer Fevicol is synonymous with adhesives in India. A strong link is developed to the product class. Fevicol Champions Club (FCC)

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Brand as an Organization 7. Features of a company (novelty, care about consumers, reliability) 8. Local versus global

Nokia Group the Finlandbased manufacturer of mobile phones has been steadily working on its corporate brand name. It brought together the technology and human side of its offer in a powerful way Sense of trust and consideration by the company,

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Brand as a personality 9. Personality (sincere, active, reliable) 10. The relationship of brand and consumers

Kingfisher brand is based on Mallyas personality. Vijay Mallya, the flamboyant CEO of United Breweries - the company that owns the Kingfisher brand - is one of the most flamboyant CEOs in Asia.

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Brand as a symbol 11. Visual associations and a number of metaphors. 12. Brand inheritance

Airtel is a recognized as a brand which satisfies the esteem need and the social need. It is associated with high level of social value. Airtel encourages everyone to be more involved in building relationships and spread the happiness.

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Brand Identity - Airtel

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What is Airtels New Brand Identity all about :- Dynamism - Global Appeal - More youthful - Better service quality & advanced technology
Source file:///E:/academics/PBM%20-%20Airtel/Reinventing%20brand%20Airtel.htm

Brand Name
Our new brand identity along with the new vision will help us to serve our customer in the best possible manner, living our brand values of being alive, inclusive and respectful. SanjayKapoor CEO (India and south Asia)

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http://shibakumarsethy.blogspot.in/2012/02/latest-brand-review-on-airtel.html

Changes in the logo

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Airtels New Logo

Airtel launched its new-fangled logo and a new signature tune.

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It was outlined as a youthful brand and international in appeal.

Airtels signature tune

ringtone_30_secs.aac

http://shibakumarsethy.blogspot.in/2012/02/latest-brand-review-on-airtel.html

Tagline
Power to keep in touch
Touch tomorrow Live every moment

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The Good Life

Express yourself
http://www.hindu.com/businessline/2000/12/20/stories/152039ff.htm

Brand Ambassadors

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Campaigns

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Kapferer Prism
Brand Identity - Airtel

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Physique
Symbol Color Logo

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Personality
The changed brand identity of Airtel depicts its Innovative and dynamic personality which can easily customize and adapt to changes.

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Culture
The new brand identity of Airtel now boasts of a Young and vibrant culture of the organization. The brands motive has always been to shape a better tomorrow.

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Relationship
Airtel, even with its changed identity has been able to restore the emotional attachment or say relationship with its customers especially the youth population through various youth driven promotional campaigns.
The company in its new brand identity has significantly related themselves with the youth segment which is strongly depicted in their branding campaigns.

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Reflection
The new brand identity of Airtel reflects the following i. More Warmth and Affection ii. A youthful and dynamic personality iii. A global appeal

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Self Image
Airtel now have an image of the brand of something which is very dynamic which loads of customized product attributes matching to customers across all population segments. The new brand identity of Airtel has removed the rigidity factor in its products and services which existed earlier.

Risk Of Brand Identity Change

The Indians are not at all happy with this rebranding exercise because of the strong attachment to the old logo and the brands jingle

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People become attached to the identities of well-known brands. When they are comfortable with a given identity, they dont want it changed.

http://www.brandingstrategyinsider.com/brand_identity/

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