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Brand Elements

are those trademarkable devices that serve to

identify and differentiate the brand.
◦ Brand names
◦ URLs (Uniform Resource Locators)
◦ Logos and symbols
◦ Characters
◦ Slogans / Jingles
◦ Packaging

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Building Customer-Based Brand Equity

Brand knowledge structures depend on:

◦ The initial choices for the brand elements
◦ The supporting marketing program and the
manner by which the brand is integrated into it
◦ Other associations indirectly transferred to the
brand by linking it to some other entities

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Criteria for Choosing Brand Elements
Memorability
Marketer’s offensive strategy
Meaningfulness
and build brand equity
Likability

Transferability
Adaptability Defensive role for leveraging
and maintaining brand equity
Protectability

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Brand Identity
 identity expresses the brand’s tangible and
intangible characteristics
 everything that makes the brand what it is, and
without which it would be something different, gives
it its unique authority
 Identity draws upon the brand’s roots and heritage –
Kapferer (2004)

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The Kapferer Brand Identity Prism

Physique Personality

Relationship Culture

Reflection Self-Image
Brand Personality cont…
 is a set of human characteristics that can be associated
with the brand like gender, age and personality traits like
warmth, honesty, integrity etc.
 The physical aspects of a product can be copied but it is
very difficult to copy the personality of a brand.
 Thus brand personality helps in building a sustainable
competitive advantage
Prism Element:
Brand Personality
Mac vs PC_Better
Mac vs PC_Accident
Mac vs PC_Viruses
Mac vs PC_Network

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Brand Personality cont…
 According to Jennifer Aaker, it has five core
dimensions:
 Sincerity (down-to-earth, honest, wholesome,
cheerful)
 Excitement (daring, spirited, imaginative, up-to-date)
 Competence (reliable, intelligent, successful)
 Sophistication (upper class, charming)
 Ruggedness (outdoorsy, tough)

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Brand Personality cont…

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Brand Personality cont…

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Brand Personality cont…

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Brand Personality cont…

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Brand Personality cont…
 Bestow personality
 consistent set of traits that a specific consumer
segment enjoys
 provide it with a spokesperson, a star, or an
animal.
 e.g. Red Bull
Prism Element: Culture
Prism Element: Culture
 Brand culture is a company culture in which employees
"live" to brand values, to solve problems and make
decisions internally, and deliver a branded customer
experience externally.

 the country of origin of the brand that is seen as a

product attribute forms the culture

 Coca Cola- American, Toyota –Japan

Culture …
 Example: Johnson & Johnson
3. Culture …
 Johnson & Johnson
 Credo: We believe our first responsibility is to the
doctors, nurses and patients, to mothers and
fathers and all others who use our products and
services. In meeting their needs everything we
do must be of high quality. …
 Tylenol Crisis
 Prism Element: Self-Image
 Customer’s self image - what the
consumer thinks about himself or
herself
 Self Image - the idea one has of
one's abilities, appearance, and
personality, mental picture
Different Self-Images
Actual Self-Image • How consumers see themselves

• How consumer would like to see

Ideal Self-Image themselves

Social Self-Image • How consumers feel others see them

Ideal Social • How consumers would like others to

Self-Image see them

Expected • How consumers expect to see

Self-Image themselves in the future
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One or Multiple Selves
 A single consumer will act differently in
different situations or with different
people
 We have a variety of social roles
 Marketers can target products to a
particular “self” - Consumers select
products congruent with their self image

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Altering the Self-Image
 Consumers use self-altering products
(Brands) to express individualism by:
◦ Creating new self
◦ Maintaining the existing self
◦ Extending the self
◦ Conforming

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 Extended Self
 the definition of self created by the external objects
with which one surrounds oneself
 Four levels of Extended Self
◦ Individual level: personal possessions; jewelry, car, clothes
◦ Family level: residence, furnishings house as body for family
◦ Community level: in terms of your neighbor hood, town, city
◦ Group Level; social groups, landmarks, monuments, sports teams
 Possessions can extend self in a number of ways:
◦ Actually, Symbolically, Conferring status or rank, Bestowing
feelings of immortality, Endowing with magical powers

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Self Image

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Self Image

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Prism Element: Reflection
A brand is a customer reflection
A brand reflects customer’s image, the
target audience image
This is the consumer’s perception of the
brand and its values.
User’s profile
Prism Element: Relationship
 Brand relationship is the repeated interactions
between a brand and a customer that start to
reflect similar characteristics
of relationships between people, such as
 love, connection, interdependence, intimacy, and
commitment.
 Relationship …
 Taxi industry - roles of driver/passenger
 Lyft shift from driver/passenger to friend/friend. Lyft passengers
are encouraged to “sit up front” as if they were getting a ride
from a friend.
 Original tagline was ‘Your Friend with a Car’

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Relation
ship …

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 Relationship …

 Hospitality industry - roles of host/guest

 Airbnb has cultivated a neighbor-to-neighbor and
citizen-to-citizen relationship
 Mission of “belonging”
 Airline industry - brand relationship of
flyer/passenger
 Southwest Airlines - singing flight attendants and a
relationship that might be described as “fun friends.”
 JetBlue, with its free snacks and mission of “Inspiring
Humanity,” has a “human-to-human” relationship

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Prism Element: Physique
This element answers the question: What do we do?
 Physical features /characteristics of a brand, brand
elements
 Identifying what it is, what it does and how does it look
like
How to Select Elements
 Decide Strategy
Physique…
Hansen
Beverages Corp.

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Physique…
P R Mallory

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www.coca-cola.com/

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 The Kapferer Brand Identity Prism
PICTURE OF SENDER

Physique Personality
EXTERNALISATION

INTERNALISATION
Relationship Culture

Reflection Self-Image

PICTURE OF RECIPIENT
Brand Identity
 What is the vision of a brand?

What makes a brand distinguished?

How satisfaction could be achieved?

What is brand’s equity?

What are brand competence, validity and legitimacy?

What are the features of its recognition?

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Brand Aspects
BRAND IMAGE
◦ How the brand is now perceived, receiver’s side
BRAND IDENTITY
◦ How strategists want the brand to be perceived, sender’s
side
◦ Expresses tangible and intangible characteristics
BRAND POSITION
◦ The part of the brand identity and value proposition to be
actively communicated to a target audience

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