DEFINITION

A companys brand identity is how that business wants to be perceived by

consumers. The components of the brand, (name, logo, tone, tagline, typeface) are
created by the business in an attempt to reflect the value the company is trying to
bring to the market and to appeal to the customers in the market where the
company sells its goods. Brand identity is separate from brand image.
Investopedia
http://www.investopedia.com/terms/b/brand-identity.asp#ixzz3nzZZjBaz

 Brand identity stems from an organization, i.e., an organization is responsible for

creating a distinguished product with unique characteristics. It is how an
organization seeks to identify itself. It represents how an organization wants to be
perceived in the market. An organization communicates its identity to the
consumers through its branding and marketing strategies.
for example
Signature tune (Britannia ting-ting-ta-ding),
trademark colours (for example - Blue colour with Pepsi),
logo (for example - Nike),
tagline (for example - Apples tagline is Think different),etc.
http://www.businessdictionary.com/definition/brand-identity.html

Models of Brand Identity

Brand Identity Prism Model

Brand Identity Prism Model

This model is given by Kapferer The six facets of the identity prism can be
described as;
Physique
An exterior tangible facet communicating physical specificities, colour, form
and brand qualities. Physique is the starting point of branding and therefore it
forms the brands backbone.
Personality
An internal intangible facet which forms the character, soul and brand
personality which are relevant for brands.
Culture
An internal intangible facet to integrate the brand into the organization which
is essential in differentiating brands.

 Relationship
An exterior facet with tangible and intangible areas, and defines the behaviour
that indentifies the brand the way the brand connect to its customers.

Reflection
An external intangible facet reflecting the customer as he or she wishes to be
seen as a result of using a brand. So called: the target outwards mirror.

Self-image
An external intangible facet reflecting the customer attitude towards the brand.
These inner thoughts connect personal inner relationship with the brand. So
called: the target internal mirror.
http://www.marketing91.com/brand-identity-prism

Brand Identity Elaboration Model

Brand Identity Elaboration Model

This Model Is Given By David Aaker
Brand as a product
The product related attributes will by nature have an important influence on
brand identity due to the fact that they are linked to user requirements and
product experience.
Brand as an Organisation
By looking at the brand as an organization, brand managers are forced to shift
their perspective from product to organization attributes. These are less
tangible and more subjective. Attributes as CRM, innovation, perceived
quality, visibility and presence can contribute significantly towards value
propositions and customer relationships.

 Brand as a person
Brand as a person is a perspective as if the brand was a human being. Brand
personality is a very distinctive brand element and extensively used in many
brand equity models.
Brand as a symbol
Brand as a symbol can capture almost anything that represents the brand. A
strong symbol can fulfil an important and even a dominate role in brand
strategy. Symbols are very strong if they involve a recognizable, meaningful and
trustful metaphor.
http://www.brandingstrategyinsider.com/2012/08/brand-identity-defined.html

STARBUCKS
YEAR

NAME

1971

Il GIORNALE COFFEE COMPANY

1983

STARBUCKS

YEAR

TAGLINES

1971

We start by selling coffee beans in seattles pike place

market.

1987

We add hand crafted espresso beverages to the menu.

1992

We became a publicly traded company

2011

We mark 40yrs & begin the next chapter in our history.

2015

We serve you decaf if youre rude.

https://www.google.co.in/search?
q=brand+identity+prism+model&biw=1366&bih=673&tbm=isch&tbo=u&source=univ&sa=X&ved=0CBsQsARqFQoTCMypyJamvcgCF
cNNjgodauEFrA&dpr=1

PEPSI
YEAR

BRAND NAME

1893

Brads Drink

1898

Pepsi-cola

1961

Pepsi

YEAR

TAG LINES

1990-1991

Yehi hai right choice baby

1999-2003

Yeh Dil mange More!

2003-2006

Ye pyas hai badi.

2008

Yeh hai youngistan meri jaan

2009

Youngistan ka wow

2011

Change the game

2012

Live For Now

2015

Oh YES Abhi!

Logo From 1898 to 2015

https://www.google.co.in/search?
q=brand+identity+prism+mode&biw=1366&bih=673&tbm=isch&tbo=u&source=univ&sa=X&ved=0CBsQsARqFQoTCMypyJamvcgCFcNNjgodauEFrA&dp
r=1

NIKE
YEAR

BRAND NAME

1964

Blue Ribbon Sports

1971

Nike

THANKYOU

MADE BY:MOHIT SINGLA C-15

VISHESH BANSAL C-39
NAMAN BINDAL C-43
NITIN KANSAL

C-44