Brand Identity, Brand Personality,

Brand Image
Sunny Bose
Brand Identity – Brand Image
Brand Identity
 Set of brand associations that the brand strategist
aspires to create and maintain.
 The associations imply promise to customers from the
organization and its members.
 Used for driving all brand building efforts.
 Not an advertising tagline or positioning statement.
 Establish relationship between the brand and the
customer.
 Create value proposition – functional, emotional or self-
expressive
 Alternatively, provide credibility for the endorsed brand.
 Brand identity involves: core identity; extended identity;
and brand essence.
Aaker’s Brand Identity System
Kapferer’s Brand Identity Prism
Prism Elements
 Physique
 Salient objective features that gives the brand its identity.
Example – Symbol of Coca Cola bottle on Coke cans
 Personality
 Human personality trait(s) relevant for the brand(s).
Example – Levi’s ruggedness
 Culture
 Set of values that feed the brand’s inspiration. It is the
source of the brand’s aspirational powers. Example –
German efficiency behind Voks Wagen - ‘Das Auto’
Prism Elements
 Relationship
 The mode of conduct that most identifies with the brand.
It is a logical extension of the personality. Example –
Bacardi ‘Life is calling’
 Customer reflection
 How the customer wants to be seen as a result of using
the brand. Example – Scooty Pep + customer reflection is
stylish, trendy and cool
 Self image
 If reflection is the outward image then this is what the
customer sees within himself as an user of the brand.
Example – Van Heusen users attach themselves with the
brand through power, and sophistication
Budweiser vs. Heineken
Brand Personality
 Set of human characteristics associated with a
brand.
 Personality traits associated with a brand, such as
those associated with individual, tend to be enduring
and distinct.
 Brand personality is developed through the brand
user’s imagery. The imagery can be defined as ‘the
set of human characteristics associated with a
typical user of the brand’.
 Brand personality may refer to personality
characteristics as well as demographic
characteristics.
Brand Personality
 Aaker brand personality dimensions

Dimension Trait(s)
Sincerity Domestic, honest, genuine, cheerful
Excitement Daring, spirited, imaginative, up-to-date
Competence Reliable, responsible, dependable,
efficient
Sophisticatio Glamorous, pretentious, charming,
n romantic
Ruggedness Tough, strong, outdoorsy, rugged
Brand Image
 Current view of the customers about the brand
 Unique bundle of associations
 These associations result in developing perceptions
about the brand
 Perceptions create ‘imagery’
 Woodland – associated with outdoor activities,
mountaineering, trekking, hiking etc. These gives makes
the customer perceive it is in outdoor, adventure, rugged
lifestyle brand. Thus, the ‘image’ of woodland is that a
people engaged in adventure sport and outdoor lifestyle.
Thank You.