LYON | SHANGHAI

EDUCATING ENTREPRENEURS FOR THE WORLD

www.em-lyon.com
 Name
globalization
 Brand image

 The brand image is constituted by the whole

associations, tangible and intangible linked to the
brand
• The coherence of its positioning is determined by
redundancies in its associations
• The image is what the reception side interprets, thus it
is enacted by a process of interpretation
Brand image
McDonald’s
Absolut’s associations
Good quality
Lemon

Ads Absolut Clear Smirnoff

Bottle shape
Vodka Russian
“Trendy”
Consistency of the image

Consistent image Non consistent image

 All the
elements
that makes
the brand
unique and
recognizable
 Brand identity
models

Semiotic Management
models models

Generative Systemic Marketing Communication

model model model model
 Brand identity

Signals transmitted Brand image

Other sources of
External interferences
inspiration
•Mimicry
•Opportunism
•Idealism

(Adapted from Kapferer)

 Extended

Brand as Brand as Brand as Brand as

Product Organization Person Symbol
1. Product scope 1. Organization 1. Personality 1. Visual imagery
2. Attributes attributes 2. Brand-customer and metaphors
3. Quality value (innovativeness, relationships 2. Brand heritage
4. Uses etc.)
5. Users 2. Local vs. global
6. Country of
origin
Adapted from Aaker
 Picture of sender

Physical Personality
appearance
Externalization

Internalization
Relationship Culture

Adapted from Kapferer

Reflection Self image

Constructed receiver

6 facets identity prism

 Lacoste

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

• Not too manly • Belonging to an

5.Reflection 6.Self image
• Not too womanly exclusive club
• Cross generations

Constructed receiver Adapted from Kapferer

 BRAND

ICON COLOR CODE

KEY VISUAL KEY AUDIO

4x4
Growth
SELLING IDEA

4x4 formula is so good for growth that it helps building

solid growth bases like house bases.
“Identity” tends to mean…
…Too much…
… Too little…
Or… Nothing at all
Despite their interest, the identity
models pose some problems…
Particularly, it doesn’t take into
account relationships with the
market…
Building the brand

Brand identity dimensions
Mindshare
1 Rational argumentation
2 Emotional appealing
3 Intention triggering
4 Characterizing
5 Cultural branding

Heart share

Buying intention share

Self share

Legend share
 The endorsement Process

Culturally Constituted World

Advertising Fashion
System System

Brands
Possession Exchange Grooming Divestment

Adapted from McCracken (1986)

Ritual Ritual Ritual Ritual

Individual Consumer

Location of Meaning Instrument of Meaning Transfer

Louis Vuitton
 The principles

Cultural resources

“Culture” Brand discourses

Feedback
Brand personality is the
description of the brand
as a human being
 Brand Personality

Sincerity Excitement Competence Sophistication Ruggedness

•Down-to- •Daring •Reliable •Upper class •Outdoorsy

earth •Spirited •Intelligent •Charming •Tough
•Honest •Imaginative •Successful
•Wholesome •Up-to-date
•Cheerful

Aaker (1997)
 Lisibility Rounder « B

B = home

Modernity Green door

Dynamism

Dragon Rouge Agency

 Before Today
Sex : A man Sex : Man or Woman
Age : Old Age : 40
Psychological Profile : Psychological Profile :
- serious, - sérious,
- rigourous, - rigourous,
- ambitious, distant and cold - ambitious,
- dynamic,
Outfit : classical dark suit - sociable,
- up to date
- open
Outfit : cool suit
Brand program
Brand program
 Brand vision
• Danone: Helping the world

Brand mission (promise)

• Danone: Throughout the world, to ensure that people
can grow, live better and thrive to be full by providing
them daily with better food, a greater variety of tastes
and healthier pleasure

Brand values
• Danone: Curiosity, Agility, Simplicity
All this
to...
 Trigger
and frame
the brand
image
Identity vs. Image
Identity Image Identity Image

Expert Thief Chic Bling Bling

 Position Positioning
The voluntary process
to define, conquer
The position that a

≠
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

Through the mix All elements cannot

and through time play the same role

Avoid Dilution Increase efficiency

positioning
Classical narrative scheme of a brand
Relation to the past Relation to the present Relation to the future

Traditional Contemporary Futurist

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

This implies radical changes in the brand

presentation

These changes rely on organizational changes as well

as packaging, communication…
Beetle Fiat 500 Mini
 Changing

Old identity New identity

Changing