5 Dimensions of Brand Identity

Brand identity is composed of various shares that trigger particular responses in consumers in addition to filling the afore-mentioned functions. These shares build on one another; the more shares a brand has, the stronger and more positive the relationship with consumers.

MIND
At the very lowest level, mind share must be created in the consumer consciousness (cognitive level). This means that, as a complex perceptual and conceptual construct, the brand evokes an internal neural representation in the minds of consumers, leaving behind certain brand impressions.

HEART
This refers to the emotional relationship a consumer should develop with a brand.Heart share is less a matter of a products functional utility and more a matter of its symbolic attributes. The buyer of a Ferrari, for instance, will not develop an affection for the car based purely on functional attributes, but rather as a result of the values associated with the brand and the brand environment it operates in.

BUYING INTENTIONS
Brand identity must trigger a buying intention share in consumers. After all, despite the importance of a brands mind and heart share, it only makes sense for a supplier to invest in brand identity if consumers will also want to buy the brand.

SELF
Brand identity contributes to self share, which means that the brand functions as a manifestation of the self, a tangible expression of self-image within the social environment. In this context, brands serve self-expression and self-design purposes, differentiating the individual within the social group. Brands can easily serve similar ends in the realm of business-to-business, where they bolster self-image in terms of a company and its functions.

LEGEND
Here, the brand shares in the existential search for meaning conducted by a consumer in a world enlightened to the point of meaning-less and takes on a virtually religious character. This aspect sheds light on the cultural-sociological proposition that brand management is worshiping the customer. Brands allow consumers to achieve social position or status, to partake of cultural expression, to create mythology and shape meaning, and as a result, to weave themselves into the social and metaphysical fabric of the world. In this context, a loyal customer is a member of a community and an individual loyal to that community not just a customer who makes repeat purchases. A brand is a tool for building a sense of community and belonging, for building the community itself.

Brand identity prism with pepsi as an example

Several market research questionnaires over the years ask some basic question about a brand / product. These questions may be like if xyz brand was a person, who would you compare him with, if xyz brand was a person, what would its age be, is XYZ brand aggressive, warm, humble etc Thus these questions compare a brand to a person. The brand identity prism therefore applies human traits to a brand to recognize what consumers actually think of the brand. The brand identity prism, as the name suggests comes in the form a prism with 6 different traits at each end of the prism. These 6 traits are 1) Physique Physique is the basis of the brand. It may include product features, symbols and attributes. 2) Personality Personality defines what personality will the brand assume if it were a person. Personality includes character and attitude. 3) Culture Culture takes a holistic view of the organization, its origins and the values it stands for. 4) Relationship The strength of the relationship between the brand and the customer. It may represent beliefs and associations in the human world. 5) Reflection What does the brand represent in the customers mind or rather the customer mindset as reflected on the brand 6) Self image How does the customer see himself when compared to the brand. Example A customer might see himself capable or incapable of buying a BMW car. Below is a detailed brand identity prism for the brand Pepsi Pepsis brand identity has transformed over the years, but primarily it has remained as a youthful brand which empowers people to enjoy their youth. The external and internal indicators of Brand Identity have been modified many times. Its logo, trademark, etc have undergone many changes over time but the distinct identity of Pepsi has been maintained. We also see a consistency in brand positioning for Pepsi as a Youth oriented brand. Its tagline in India YEH HAI YOUNGISTAN MERI JAAN exemplifies that essence. Pepsis brand identity using Kapferers Identity prism is as follows

Sources of Brand Equity Pepsis primary sources of brand equity are derived from its unique name with an American connotation to it. Its logo, a sphere with 3 different colors aids brand recall. The brand endorsers over the years, starting from Shahrukh khan, Sachin Tendulkar to Ranbir Kapoor, M.S Dhoni have been a major source of equity for the brand. The brand has always looked for young faces in order to relate with its youth target audience . Pepsi also drives it equity from its rival coke (which is the market leader with nearly 70% market share) as its only global competitor primarily through creative advertising and communication strategy. Another source of Pepsis Brand Equity is the huge consumer base of more than 200 million across the world. Pepsicos Indian Subsidiary is trying to follow on its footsteps and is planning to tap the next 1 billion consumers at the bottom of the pyramid with its exclusive offerings like Iron chusti and Gluco+ . Its innovative Campaigns are also a predominant source of Pepsis Brand Equity in India. Several campaigns like Youngistaan ka Wow targeted at Youth and celebrating their audacious self belief, thus bringing the brand closer to its Customers, The Game, a series of five gaming-based television films developed specially for the ongoing IPL season, Change the Game and First Ball ka Kaptan considering the cricket world cup and T-20 world cup have been successful in leveraging the love for the game and reinforce the association of the game with Pepsi. The CSR activities of the company also generate a lot of Brand equity, Its the only soft drink manufacturer with a positive water balance in India. Pepsis wide Product Portfolio helps in increasing the depth and Breadth of Brand Awareness.

Definitions
Points-of-difference (PODs) Attributes or benefits consumers strongly associate with a brand, positively evaluate and believe they could not find to the same extent with a competing brand i.e. points where you are claiming superiority or exclusiveness over other products in the category. Points-of-parity (POPs) Associations that are not necessarily unique to the brand but may be shared by other brands i.e. where you can at least match the competitors claimed benefits. While POPs may usually not be the reason to choose a brand, their absence can certainly be a reason to drop a brand. While it is important to establish a POD, it is equally important to nullify the competition by matching them on the POP. As a late entrant into the market, many brands look at making the competitor's POD into a POP for the category and thereby create a leadership position by introducing a new POD. [edit]Assessment The assessment of consumer desirability criteria for PODs should be against:

Relevance Distinctiveness Believability

Whilst when assessing the deliverability criteria for PODs look at their:

Feasibility Communicability Sustainability

These will help understand how successful these PODs are likely to be in the minds of the consumer. Kevin Keller and Alice Tybout[1] note there are three types of difference: brand performance associations; brand imagery associations; and consumer insight associations. The last only comes into play when the others are at parity. Insight alone is a weak point of difference, easily copied. Putting these together, check their desirability, deliverability and eliminate contradictions. Traditionally, the people responsible for positioning brands have concentrated on the differences that set each brand apart from the competition. But emphasizing differences isn't enough to sustain a brand against competitors. Managers should also consider the frame of reference within which the brand works and the features the brand shares with other products. Asking three questions about your brand can help:

1. 2. 3.

Have we established a frame? A frame of reference signals to consumers the goal they can expect to achieve by using a brand. Are we leveraging our points of parity? Certain points of parity must be met if consumers are to perceive your product as a legitimate player within its frame of reference. Are the points of difference compelling? A distinguishing characteristic that consumers find both relevant and believable can become a strong, favorable, unique brand association, capable of distinguishing the brand from others in the same frame of reference.

Rajesh Iyer and James A. Muncy[2] say that high parity perceptions inhibit a company's ability to develop loyal customers. Whether that is good or bad depends on the type of competitive strategy a firm has chosen. With a differentiation strategy, advertising should be used to fight parity perceptions. However, with a low price strategy, parity perceptions should be fostered in an attempt to discourage brand loyalty. Thus, a starting point for many advertising campaigns should be a clear understanding of both the parity perceptions in the marketplace and the need to either develop or fight brand loyalty.

TOSHIBA SHOWS OFF GLASSES-LESS 3-D TVS (THEME: POINTS OF PARITY & POINTS OF DIFFERENCE)
October 10th, 2010 by enzowoo Respond

It appeared that starting with the release of James Camerons Avatar, 3-D movies and events got a life of its own in the entertainment industry. Seemingly, every

other movie that was released had a 3-D element, eager to cash in on the craze.

Yeah, I'm big It was not long before home TV manufacturers quickly caught on and realized the potential in bringing 3-D into living rooms, and not just reserving it for the large public cinemas that people would venture out to every so often. Thus, this brought on an unavoidable situation: how will TV companies make themselves stand apart against the competition? The point of parity inToshibas 3D-TV example is easy to see: an ultra-clear TV viewing experience, along with the ability to view 3D in a slim, private residence-appropriate housing, is given to consumers.

Sleek...but a brick come 2030 However, Toshiba appears to have taken things one step further by responding to the market demand of about 30% of TV consumers who have stated that they would like to have a living-room 3-D experience without having to wear the requisite glasses. In response, Toshiba has recently introduced several smaller-sized 3-D TVs, with no glasses required, essentially giving it the point of difference it so desired. Whether this idea proves to be a success is unsure, but no one can say that Toshiba did not attempt to build its own, unique, point of difference very early in the game.