BRAND IDENTITY

1 December 2009

Brand Identity
Brand Identity?
Aspirational External brand image For internal communication

Brand Identity Principles

Multiple dimensionsnot just a two word phrase No restrictionsbeyond attributes/benefits Dimensions are prioritized
Core identitymore important elements
Source of differentiation, resonance, and strategy Drive major programs, initiatives

Extended identity provides texture and completeness helps determine what is on-brand

Internal communication
vs. position/taglinewhat we communicate externally now

Why Brand Identity?

Externally Shape our brand image Provide basis for relationships and choice Internally Stimulate programs and prioritize initiatives Inspire people

Brand Identity Potential Dimensions

Attributes/benefits/branded differentiators Personality Organizational associations Emotional & self-expressive benefits Product class relevance-scope

Identify What to Stand for:Siemens medical equipments

B-to-B Service Company
Close to Customers Geographically & Culturally
Informal World-Class Collaborator Diversified Perspective Dynamic Resourceful Confident Gets Job Done Broad Capability Technology that Works Experienced Team Oriented Risk-Sharing Partner Partner With Customers Multi-Cultural In-Depth Understanding Of Customers

Straightforward

Value Creation

Open Communication Competent

Flexible Local People Culture Committed To Excellence Global World Health Bold Without Arrogance

Best-of-Breed

Customized Solutions

Customization Value for Performance Latest Technology

Direct Model

Simple As Dell

Incredible Service Dell Responds

Close to Customer Understands needs Equipment Communication

Personality Competent, Successful Serious (not Apple) Approachable

BRAND IDENTITY defines what must remain permanent of a brand and what must evolve. Brand identity is what is created by the sender, and what and how it is perceived by the receiver is called the brand image. Hence identity precedes image. Brand identity is a charter.

The essence of brand identity lies in the answers to the question concerning a particular brand. What is its individuality? What are its long term goals and ambitions? What is its consistency? What are its values? What are its basic truths? What are its recognition signs?

THE PRISM OF BRAND IDENTITY

PICTURE OF SENDER

Physique E X T E R N A L I S A T I O N

Personality

Relationship

Culture

I N T E R N A L I S A T I O N

Reflection

Self-image

PICTURE OF RECIPIENT

BRAND IDENTITY PRISM 1. Physique.- physical features Eg. MRF tyre muscular man/muscles Apple (computers) bitten apple J&J - small kids appearance 2. Personality- Personality traits. Eg. Maggi hot &sweet- humorous Red& White- Valor/courageous Marlboro - Cowboy-Rough and tough.

BRAND PERSONALITY describes the brand as a human being in terms of Physical characteristics Demographic characteristics. Personality traits

Brand personalities of banks: 1. Syndicate bank 65 + , farmer in a rural area.

2. Corporation bank- 50 +, middle calss gove employee in a semi and urban place. 3. ICICI bank 30+ youth working in a private IT firm , living in a city.

3. Culture- beliefs and value system associated with the brand Eg. Dabur - Indian -ayurvedic-slow but sure. Direction and advise giving. Adidas- working/doing things well collectively Nike- individual excellence.

4. Relationship-how it relates with the user Vicks- mother child love relationship. Vimal- Father son informal relationship LIC- companion for life Wood wards gripe water grand mothergrand children - caring and affectionate relationship

5. Self image- the picture of the inner self. What he thinks of himself as.
ICICI hard working, well qualified, highly competitive, motivated by big profit/earning, new products launcher , technology facilitator, close to the govt..

6. Reflection It tells how the customer would like to be seen as a result of using the brand. If self image is the targets own internal mirror, reflection is the targets outward mirror.

ICICI bank : For the customer, good ambience provider, technology savvy, pleasing to the customer , no-1, best private bank in India. Producer of Customer centric products, best bank for corporates etc..

Brand Identity Prism - Adidas

Physical product Sports and fitness Relation Quality and Heritage Personality Traditional, Conservative, Collective Culture European Traditional

Reflection True sportsmanship Strong work ethic A good team player

Self-Image Relates more to competing than to winning

Brand Identity Prism - Nike

Physical product Sports and fitness Relation Sponsorship, Ethics Personality Like Jordan, Woods

Culture American Just do It!

Reflection Aggressive, Provocative, In-your-face

Self image Cool Athlete