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Brand Image & Identity1

Brand Image & Identity1

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Published by ankit_atwork
how to build a brand and it's image
how to build a brand and it's image

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Categories:Types, Business/Law
Published by: ankit_atwork on Mar 03, 2010
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03/12/2011

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Brand Image & Identity

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Brand Image
 Brand

image can be defined as “ perceptions about a brand as reflected by the associations held in consumer memory”.  Brand Image is a perceptual construct. It varies depending upon the receiver’s (consumer’s) own ‘looking glass’ or perceptual fitter

Varsha Khattri

Brand Image & Brand Identity

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 Sometimes,

the notions people have about a brand do not even seem very sensible or relevant to those who know what the product is ‘really’ like. But they all contribute to the customer’s decision whether or not the brand is the one “for me”.

Varsha Khattri

Brand Image & Brand Identity

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 Brand

Personality is the sum total of all the significant tangible & intangible assets that a brand possesses

 Brand

Image is how the brand is perceived by the consumer. In the words, brand personality is the cause while brand image is the effect
Brand Image & Brand Identity
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Varsha Khattri

Brand image & Brand Personality
Brand Name Lifebuoy Soap Kinetic Honda Little Hearts Brand Personality Price Carbolic Gearless Ignition start
Puffed biscuits Distinct packing Heart shaped biscuit
Brand Image & Brand Identity

Brand Image Value for money hardworking Comfort novelty Attractive Romantic
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Varsha Khattri

Brand Image Dimensions
A brand in a consumer’s mind is a complex network of associations. Biel proposes that these associations can be of two types:  Hard Associations: refer to the tangible/functional attributes of a brand.Eg. Car: speed, price, fuel economy per litre of petrol, colour  Soft Associations: are more emotional. A car brand can be visualized as exciting, vibrant, youthful. Maruti Alto: Youthfulness, excitement, attractiveness. Indian Airlines (negative soft association): inefficiency, dull, old, unchanging

Varsha Khattri

Brand Image & Brand Identity

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A brand image has three components:
1.Image of the company: Every brand carries an invisible shadow of its manufacturer. Like brands, companies also live in consumer’s mind as a network of associations. Wipro: leader, technology savvy, modern, innovations, cash rich, diversified, growth.

Varsha Khattri

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2.Image of the User: The user image in case of ‘Pepsi’ is embodied in its slogan ‘choice of the new generation’ or ‘Generation Next’

Varsha Khattri

Brand Image & Brand Identity

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3.Product Image: All products have dimensions like functionality and emotionality, technology intensiveness, old & young, inherent to them. Products like perfumes, chocolates, champagne, whisky, high end clothing tend to be associated with emotions and a lot of symbolism. Products like house cleaners, headache remedies, dishwashing liquids tend to be driven by functionality
Varsha Khattri Brand Image & Brand Identity
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Brand Identity
 Aaker

defines brand identity as “ 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.”

Varsha Khattri

Brand Image & Brand Identity

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Kapferer’s Framework
 Kapferer

arranges the elements of brand identity in a different fashion. But eventually, he like Aaker represents it as a sum of certain tangible & intangible elements. Kapferer represents brand identity diagrammatically as a 6 sided prism.

Varsha Khattri

Brand Image & Brand Identity

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Brand Identity Prism
Picture of Sender Physique Personality

Relationship

Culture

Reflection

Self-Image

Picture of Recipient
Varsha Khattri Brand Image & Brand Identity
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Brand Identity Prism: BPL
Picture of Sender
Physique: round blue & white logo, electronic appliances Personality: reliable, ambitious, perfectionist

Relationship: Bring home comfort, trust & confidence Reflection: People who seek good things, have taste

Culture: professionalism, innovation Self-Image: Stickler for the best

Picture of Recipient
Varsha Khattri Brand Image & Brand Identity
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 Physique

according to him is the basis of the brand. The physique of Philips is ‘technology and reliability’ while for the brand Tata is trust  Personality answers the question, “what happens to this brand when it becomes a person?”  Culture symbolizes the organization, its country of origin and the values it stands for. India is known for its traditional remedies which is why Dabur and Zandu evoke a good response abroad
Varsha Khattri Brand Image & Brand Identity
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 Relationship

is the handshake between the consumer and the organization. The relationship with Colgate is one of dependability.  Reflection is consumer’s perception of what the brand stands for. Pepsi – youthful  Self-Image is what the consumer thinks of himself. A Mercedes owner is telling himself that since he is one of the elite, he is treating himself to the best car in the world. A user of Surf is telling herself that she is conscious of not just price but value as well.
Varsha Khattri Brand Image & Brand Identity
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Brand Identity Dimensions
Extended

core

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

Brand as Organization 1. Organizational Attributes (innovation, consumer concern, trustworthiness)

Brand As Person 1. Personality (energetic, rugged) 2. Brandcustomer relationship (friend, advisor)

Brand As Symbol 1. Visual Imagery and metaphors

Varsha Khattri

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Brand as a product
 ‘Cherry

polish  Head & Shoulders has a strong product attribute association (micro ZPTO)  User/usage occasions- Johnson & Johnson products are meant for babies. Ujala has established its association with post wash whitening of clothes. Nescafe has been trying to associate itself with morning beverage (“the taste that gets you started”)

Blossom’ is strongly associated with boot

Varsha Khattri

Brand Image & Brand Identity

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Brand as an organization
 Innovation

(Hewlett Packard)  Service Orientation (Xerox)  Quality

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Brand Image & Brand Identity

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Brand as a symbol
 Some

of the brands have invested consistently in building strong symbols ‘Swoosh’ ‘Golden Arches’ ‘Gattu’

Varsha Khattri

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The symbol may indirectly deliver functional, self expressive or emotional benefit to the customer LIC – two cupped hands protecting a lamp. It is a very powerful metaphor for what LIC stands for: ‘the cover against risk & provision of protection’. Kelvinator’s symbol suggests the product’s essence‘the coolest one’. ‘three petal’ symbol employed by ‘Ponds’ is a metaphor for delicate, feminine, & fragrant floral products
Brand Image & Brand Identity
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Varsha Khattri

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