Professional Documents
Culture Documents
Brand Identity and Positioning
Brand Identity and Positioning
www.em-lyon.com
Name
globalization
Brand image
Bottle shape
Vodka Russian
“Trendy”
Consistency of the image
Semiotic Management
models models
Other sources of
External interferences
inspiration
•Mimicry
•Opportunism
•Idealism
Physical Personality
appearance
Externalization
Internalization
Relationship Culture
Constructed receiver
Constructed sender
• Polo
• Quality • Discrete
• Tennis, golf 1.Physique 2.Personality • Refine
Externalization
Internalization
• Crocodile
• Classic
• Social
3.Relationship 4.Culture • Individualist
conformity
• Aristocratic
• Distinction
ideals
4x4
Growth
SELLING IDEA
Heart share
Self share
Legend share
The endorsement Process
Brands
Possession Exchange Grooming Divestment
Individual Consumer
Cultural resources
Feedback
Brand personality is the
description of the brand
as a human being
Brand Personality
Aaker (1997)
Lisibility Rounder « B
B = home
Brand values
• Danone: Curiosity, Agility, Simplicity
All this
to...
Trigger
and frame
the brand
image
Identity vs. Image
Identity Image Identity Image
≠
and hold a position
brand occupies in the
on the marketplace
mind of its consumers
vs. competitors
vs. its competitors
towards the consumer
target
Status Statement Action
The present position The intended Implementation and
that exist in the mind mental position alignment of
of the consumers aimed at marketing mix
Relevant
Differentiated
Credible
Key words
Consistency Complementarities
retro avant-garde
Inheritance
classical
There is no determinism,
no DNA, but always
local consistency and
sensemaking/giving
Elements are changed repeatedly
In order to rejuvenate a brand, marketers can change
its identity markers