Brand Identity

Branding Strategy

Identity

Image
vs.

How we see ourselves...

How others see us...

Identity and Image

Identity:
The way a
company aims to
identify or
position itself

Image:
The way the
public perceives
the company or its
products

What is Image

It is decoded Identity

Definition
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.

Definition
A brand identity provides direction, purpose and
meaning for the brand. It is central to a brands
strategic vision and the driver of one of the four
principal dimensions of brand equity:
associations,
which are the heart and soul of the brand.

Aspects of Brand
BRAND IMAGE
How the brand is now perceived

BRAND IDENTITY
How strategists want the brand to be perceived

BRAND POSITION
The part of the brand identity and value proposition to be
actively communicated to a target audience

Brand Management
Brand
Identity

Results

Strategy
Brand Strategist

Brand
Image
Brand
Position

Customers & Potential

customers

Messaging

Marketing, PR,
Product

Popular, fun,
goofy
expressive

Results

Strategy
Brand Strategist

Do you
Yahoo?

Customers & Potential

customers

Messaging

Marketing, PR,
Product

Brand Identity and Brand Equity

Brand
Identity

Brand
Associations

Brand
Equity

Brand Identity System

A brands identity can be viewed from four
perspectives:
1.
2.
3.
4.

brand as product
brand as organization
brand as person
brand as symbol

When we view a brand from all these

perspectives, it is easier to develop/reinforce
a Value Proposition, Credibility and,
ultimately, a Relationship with the customer.

Brand Identity Planning

Extended

core

Brand As Product
1. Product Scope
2. Product
Attributes
3. Quality/Value
4. Uses
5. Users
6. Country

Brand as
Organization

Brand As
Person

Brand As
Symbol

1. Organizational
Attributes

1. Personality

1. Visual
Imagery and
metaphors

2. Local vs.
Global

2. Brandcustomer
relationship

2. Brand
Hreritage

Brand Identity Model(1) Aaker Model

Extended

Brand
Essence

Core

Brand as
Product

Brand as
Organization

/ / /

/

Brand as
Person

Brand as
Symbol

Brand Personality Symbol Mark

Relationships

Color

Logotype

Brand Name

Brand Identity System

Brand Identity
Brand as
Product

Brand as
Organization

Value Proposition

Brand as
Person

Brand as
Symbol

Credibility

Brand-Customer Relationship

Dimensions of Brand Identity

Brand as Product

Product Scope
Product Attributes
Quality/value
Uses
Users
Country of Origin

Dimensions of Brand Identity

Brand as Organization

innovation,
consumer concern
trustworthiness
Local vs. global

Dimensions of Brand Identity

Brand as Person Personality

genuine,
energetic,
rugged
friend,
adviser,

Dimensions of Brand Identity

Brand as symbol

Visual imagery and metaphors

Brand heritage

Brand as symbols

The Kapferer Brand Identity Prism

PICTURE OF SENDER
Physique

Personality

EXTERNALISATION

INTERNALISATION

Relationship

Culture

Reflection

Self-Image

PICTURE OF RECIPIENT

Six Facets of Brand Identity

1. A brand has physical qualities or a physique
What does it do?
What does it look like?
2. A brand has its own personality
Spokesperson or figurehead role
What brand would be if it were a person
3. A brand has its own culture
Set of values feeding the brands inspiration
Country of origin
4. A brand has its own relationship
Exchanges between people and brand
Service sectors and retailers

5. A brand is a reflection
Produces a reflection or image of the buyer or user
Different from target the describes brands potential buyer or
user
Customer is reflected as s/he wishes to be seen from using the
brand
Consumers use brands to built their own identities

6. A brand speaks to our self image

Self image is the targets own internal mirror
Attitude toward the brand fosters an inner relationship with self

Physique: Communication devise, hi technology, performance, design,

interchangeable/ colorful covers, premium materials and graphics, user
friendly software, big display, no antenna, comfortable forms, electronic
visual identifier, audio identifier (Grande valse), Nokia blue and Nokia
logo.
Personality: Innovative, fun, committed, reliable, trendy, involved, high
achiever, honest, socially accountable and progressive.
Culture: Communication, respect for the individual, innovation, reliability,
customer focus, customer satisfaction, cutting edge communications
technology and global.
Relationship: Connecting people.
Reflection: Young, sophisticated, cool, fun, fashion and status
concerned.
Self-image: Young, trendy, sophisticated, able to buy (symbol of social
status), innovative and technology aware.

The laddering theory

The laddering theory is a one-to-one interviewing technique used to

develop an understanding of how physicians translate the products
attributes (Features) into meaningful associations for them (benefits
and values) in a given products class.

Values
Products
Benefits
Features

- Brand and products

positioning
- Communication platform
- Physician segmentation
- To discover the reasons why
purchase decisions are made
-

Consumer perception, motivations

and expectations
(Means-End theory)

Brand Identity Model Keller Model

Designing
Brand Core

Brand Essence
Philosophy

Developing
Brand Communication

Acquired
Brand Power

Performance

Brand Identity System

Brand Performance

Marketing Performance

Name
Slogan
Sound
Symbol/Logo
Color
Character

Awareness
Associations
Attitude/Activity

Sales
Market Share
Brand Loyalty
Customer Satisfaction
Coverage/Connection

Positioning
Personality

Brand Delivery System

Brand Assessment

Financial Performance

Promise/Value
Website
Contents/Solution
Communication
Customization

Brand Equity Model

Brand Diagnosis Model
Brand Extension Model

Profits
Site Value
Stock Value

THE BRAND IMAGE TRAP

Brand image is how customers and others
perceive the brand
The brand image trap is that it lets the customer
dictate what you are
Customer orientation gone amuck
Creating a brand identity is more than finding out
what customers say they want.

Whos the doctor?

A brand identity is to brand strategy what "strategic intent"
is to a business strategy. Strategic intent involves an
obsession with winning, real innovation, stretching the
current strategy, and a forward-looking, dynamic
perspective; it is very different from accepting or even
refining past strategy. Similarly, a brand identity should not
accept existing perceptions, but instead should be willing to
consider creating changes.

External Perspective Trap

"What does your brand stand for?" "Achieving a 10
percent increase in sales"

Strategy has to look in, not just out.

Too busy marketing to live up to brand.

The Product Attribution Trap

Most Common trap
A brand is more than product

Brand Users (the Charlie woman)

Country of Origin (Audi has German
craftsmanship)
Organizational Associations (3M is
innovative company)
Brand Personality (Yahoo is fun and
irreverent)

Symbols (The stagecoach represents

Wells Fargo)
Brand-Customer relationship
(Gateway is a friend)
Emotional benefits (Saturn users feel
pride in building a US built car)
Self-Expressive benefits (Nike users
are strong)