Brand Identity: An Introduction

Source: David Aaker, Building Strong Brands

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.

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.

Brand Identity and Brand Equity

Brand Identity

Brand Associations

Brand Equity

Brand Identity is more than...

Brand image (how the brand is perceived now) Brand position (the part of the brand identity and value proposition to be actively communicated to a target audience) Product attributes An external perspective (i.e., customerbased)

Brand Identity System

A brands identity can be viewed from four perspectives:
brand as product brand as organization brand as person brand as symbol
HARLEY DAVIDSON SITE

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 System

Brand Identity Brand as Product Brand as Organization Brand as Person Brand as Symbol

Value Proposition

Credibility

Brand-Customer Relationship

Dimensions of Brand Identity

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

Timex Ad Harley Site

Dimensions of Brand Identity

Brand as Organization
Organization attributes (e.g., innovation, consumer concern, trustworthiness) Local vs. global

Enbridge Home Services Harley Site

Dimensions of Brand Identity

Brand as Person
Personality (e.g., genuine, energetic, rugged,) Brand-customer relationships (e.g., friend, adviser,)
Chevy Monte Carlo Ad Harley Site

Dimensions of Brand Identity

Brand as symbol
Visual imagery and metaphors Brand heritage
Apple Ad Harley Site

Value Proposition
Functional Benefits: A BMW car handles well, even on ice. Emotional Benefits: Excited in a BMW. Self-Expressive Benefits: Sophisticated and successful in a BMW.

Brand Position
Brand position is the part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing brands
JC Penneys position Girl Scouts position

Brand Position
What elements of BI to include? Candidates:
Core identity: central, timeless essence of the brand (most unique, valuable aspects) Points of leverage: specific keys to success (e.g., Ronald McDonald) The value proposition: a key benefit part of the value proposition (functional, selfexpressive,)

Discussion
Discuss the brand identity of UWW. Address each of the 4 pespectives and as many dimensions as may apply. Would you make any additions / changes to any of the components? What will be the key functional, emotional, and self-expressive benefits of the brand after you consider those changes? Develop a positioning statement for UWW.

Discussion
Corona vs. Tequiza
Corona:
Ads: Sunset, Field Goal Corona site

Tequiza site

Grey Poupon Yellow Mustard

Grey Poupon site

Brand identity & position provide value

Guides and enhances brand strategy Improves brand memorability Provides meaning and focus to the organization Provides extension options
Co-branding at Yahoo

In sum, provides:
value proposition credibility to other brands basis of relationship

Brand Identity is a Strategic Issue

When analyzing, planning and implementing a brands identity, we must consider customers, competitors and our firm. Customer Analysis
Trends Motivation Unmet needs Segmentation

Brand Identity is a Strategic Issue

Competitor Analysis
Brand image / identity Strengths, strategies Vulnerabilities

Self-Analysis
Existing brand image Brand heritage Strengths/capabilities Organization values

Identity Implementation System

Brand position
Subset of the brand identity and value proposition At a target audience To be actively communicated Providing competitive advantage

Execution
Generate alternatives Symbols and metaphors Testing