• A specific set of concepts and tools is

needed for tackling the new type of market

which is highly competitive in nature.
When products are rare, the USP (unique
selling proposition) was the key concept.
As we leave brand image, positioning and
personality behind, we enter the modern
age of brand identity.
• In order to become, or to stay ahead,
brands must be true to their identity. The
notion of the brand image is both volatile
and changing. It focuses too much on
brand appearance and not enough on
brand essence. The identity concept is
crucial for three reasons; brand needs to
be durable, to send out coherent signs and
to be realistic.
• Brand Identity can be represented by a
hexagonal prism with each side
representing a specific character of the
brand. These specific characters help to
understand the perceptions of the brand in
the consumer minds and at the market
place. Thus these help to build a better
brand image and position the products at
a better level.
 The six facets are:-

A brand has physical qualities. It is made

up of a combination of either salient
objective features or emerging ones. The
brands physical characters are both the
backbone and its tangible added value.
•

A brand has a personality of its own. By

communicating, it gradually builds up the
character. The way in which it speaks of its
products or services shows what kind of person
it would be if it were human being. This is also
called the personification of the brand and this
helps in the instant product alignment with the
target customers.
•
The brand has its own culture, from which every
product derives. The product is not only a
concrete representation of this culture, but also a
means of communication. Here the culture
means a set of values feeding the brand’s
inspiration. The cultural facets refer to the basic
principles governing the brand in its outward
signs like products and communication. This
essential aspect is at the core of the brand.
•

Brands are often at the crux of

transactions and exchanges between
people. This is particularly true of brands
in the service sector and also in retails.
Service is by definition is a relationship.
•
Reflection is basically what the target customer
thinks and perceives the product to be. This also
helps to understand the utility derived by the
customer. The process of reflection helps to
understand the tacit or unexpressed desires by
the consumers. The reflection is a strong factor
for a good and strong brand image. That is the
reason why the companies should control the
reflection and should try to make it better.
•

A brand speaks of our self image. If the reflection is

directed towards the external customers then the self
image is directed towards the internal customers.
Through our attitude towards certain brands, we indeed
develop a certain type of inner relationship with
ourselves and the brand image that we want to project.
Thus this is of importance as is reflects what’s the
organization and its attitude are towards the product and
the brand as a whole.