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Creating Brand Identity

A Necessary Concept

Defining the Brand

What is the brands vision and aim? What makes it different? What need is the brand fulfilling? What is its permanent nature? What are its value or values? What are the signs which make it recognizable?

Brand Identity and Brand Image

Identity is on the senders side. Its purpose is to specify the brands meaning, aim and self image
Image is on the receivers side. Its how groups perceive the brand. Image refers to the way in which groups decode all of the signals emanating from the brands products, services and communications

Positioning & its Limitations

A brand for what? - brand promise and consumer benefit Body Shop is environmentally friendly VW is reliable A brand for whom? - target aspect Snapple is a soft drink for adults Absolute is the vodka for sophistication

A brand for when? - occasion when product is consumed Night belongs to Michelob Titan Steel-Nightwear watches
A brand against whom? - competitors Heineken imported beer also competes with vodka and gin Sprite- against all categories of soft drinks.

Positioning Process
1. Indicate what category the brand should be associated with 2. Indicate what the brands essential difference is in comparison to the other brands and products in that category

Six Facets of Brand Identity

1. A brand has physical qualities or a physique What does it do? What does it look like?
2. A brand has its own personality Spokesperson or figurehead role What brand would be if it were a person

3. A brand has its own culture Set of values feeding the brands inspiration Country of origin
4. A brand has its own relationship Exchanges between people and brand Service sectors and retailers

5. A brand is a reflection Produces a reflection or image of the buyer or user Different from target the describes brands potential buyer or user Customer is reflected as s/he wishes to be seen from using the brand Consumers use brands to built their own identities

6. A brand speaks to our self image Self image is the targets own internal mirror Attitude toward the brand fosters an inner relationship with self

Strategic Brand Analysis

Customer Analysis
trends motivation heritage unmet needs segmentation

Competitor Analysis
brand image/ identity strengths/strategies vulnerabilities

Self Analysis
image brand strengths organization values

Brand Identity System

Brand as Product
Product scope Product attributes Quality/value Uses Users Country of origin

Brand as Organization
Organization attributes Innovation Consumer concern Trustworthiness Local vs. global

Brand as Organization
Brand as Person
Personality Energetic Rugged Brand-customer relationships Friend Advisor

Brand as Symbol
Visual imagery and metaphors Brand heritage

Value Proposition
Functional benefits Emotional benefits Self-expressive benefits

Brand Characters
Help consumers identify and recognize the brand Guarantee the brand Give the brand durability Help differentiate and personalize the brand
Who are your favorite brand characters?