Brand Identity: An

Introduction

Prof. (Dr.) Avinash Kapoor

 What is Brand Identity?
Brand Identity is the 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
 Brand Identity System
Brand Identity

Brand as Brand as Brand as Brand as

Product Organization Person Symbol

Value Proposition Credibility

Brand-Customer Relationship
 Brand Identity:
Messages/Verbal Identity

Translation of promises,
personality and positioning into
a system of statements and proof
points used to communicate
publicly about a brand.
 Brand Identity:
Visual Identity

Translation of promises,
personality and positioning into a
system of logo treatments, color
palette, layout specifications, font
and photography standards used
to
communicate publicly about
brand.
 Brand Identity:
“Look and Feel”

The overall impression created

by consistently and appropriately
presenting a brand.
 Brand identity prism
Image of the sender

Physically Personality
Externalisation

Internalisation
Relationship Culture

Reflection Self image

Image of the receiver

 12 Categories of Brand
Identification
Brand as a Product Brand as an
1. Product Scope Organization
2. Product Attributes
7. Organizational Attributes
3. Quality/Value
(Innovation, Concern, Trust)
4. Uses
8. Local vs. Global
5. Users
6. Country of Origin

Brand as a Person Brand as a Symbol

9. Personality 11. Visual Image/Metaphors
(Genuine, energetic, rugged…) 12. Brand Heritage
10. Customer/Brand Relationships