6.

bRAND
IdentIty
The most important and distinctive feature
1
BM 6 : Learning Objectives

• The concepts of bRAND identity and

bRAND essence and their relationship to
bRAND positioning

• How is bRAND identity formed

• The different models of bRAND identity

2
bRAND Identity
Who
am
I? 3
bRAND Identity

What are
my core
values ? 4
bRAND Identity

What do I
stand for ? 5
bRAND Identity
How do I
want to be
perceived ?
6
 bRAND Identity
one of the 2
most essential
Tools of
bRAND Management
The other is positioning and together
they constitute the “bRAND Platform”
7
 What is an Identity ?
 The FINGERPRINT
 The GENETIC CODE
 IDENTITY of views
 Personal ID card
 National IDENTITY
 Religious IDENTITY
 bRAND IDENTITY
 It is not the printing guideline or color
codes given for printing

8
Pakistani Identity
To me, my national identity is more important than my
religious identity ( %age agreeing)
60

54
50
49

40

30
Average 31 29 30
26
23
20 18
15
13
10
10

0
Egypt UAE Algeria Jordan Malaysia Saudi Arabia Pakistan Indonesia Iran
9
Turkey
 bRAND Identity definition
A unique set of bRAND associations, that the
bRAND strategist aspires to create, or
maintain.
These associations represent what the
bRAND stands for &
Imply a promise to customers
from the organization members
10
 bRAND Identity definition answers the following
1) What is the bRAND’S vision?
2) What makes it different?
3) What need is it fulfilling?
4) What are it’s values?
5) What is it’s permanent cause?
6) What is it’s field of competence?
7) What makes it distinctive /recognizable?

11
bRAND Identity …THE EVOLUTION

The
company
bRAND gives it an
Charter - IDENTITY
the written
form
bRAND
vision ,
plan ,
project 12
 bRAND Identity evolution

Prototype

M M
ar ix
uc l
od a Product
Pr igin

ke
t

tin
Or

m
ble
N D bRAND ESSENCE
A e

Em
R
b am
n

Log History or
oty at
e
pe & Cr
Geography 13
 Why we need a bRAND Identity ?

1. Each bRAND has to be unique

2. The essence helps focus on
what a bRAND can do, or not
do e.g.
• Sponsor events
• bRAND extensions,
• Run campaigns etc.

14
 Why we need a bRAND Identity ?
3. A bRAND needs to shine through
the communications clutter

4. Marketing efforts have become

similar e.g. All banks offer similar services

5. A bRAND needs to recognizable in

an era of product similarity
e.g. All cars have similar aerodynamics but different identities

15
 bRAND Identity should result in

1. Creating value proposition to the

customer
2. Creating a strong bRAND – customer
relationship
3. Leading to a purchase decision
4. And profits for the company
 The bRAND Identity
Should Result In
Achieving
Maximum bRAND Strength
17
18
 bRAND Identities
MARS Energy

COCA COLA Optimism, Positivity,

Happiness

NIKE Solo willpower

DOVE Femininity(Beauty)
restored
19
 Kapferer’s bRAND Identity facets
PICTURE OF SENDER

Physique
Personality

Relationship
Culture

Reflection Self- image

PICTURE OF RECIPIENT
20
bRAND Identity prism by Kapferer

21
bRAND Identity prism by Kapferer
The tangible, physical features recognized
by our senses
• THE COKE Contour Bottle (1916) & script (1880)
Its shape appear on cans etc
• Volkswagen shape The Beetle
• Toblerone The Pyramid shape
• Rooh Afza The Red Bottle With Lines
• Financial Times Pink Pages
• ____ mint with a hole

22
bRAND Identity prism by Kapferer

The set of human characteristics that can be attributed to the

bRAND.(if the bRAND were to come alive , what would it be like?)

It allows people to identify with the bRAND, or to project

themselves into it.
e.g.
COMPUTERS PERSONALITY IS UP-TO DATE
ICE CREAMS …… SENSUOUS
ENERGY DRINKS …… ENERGISING

23
bRAND Identity prism by Kapferer
• A bRAND is a ‘culture’ (cult)

• The most important facet of bRAND identity

• The ide0logical glue of the bRAND (bRAND ideal)

• Tells what the bRAND stands for (meaningfulness)

• Major bRANDS are driven by their culture, and

convey their culture
• Culture Differentiates bRANDS e.g.
 Nike
 Adidas
 Reebok
24
bRAND Identity prism by Kapferer
• The way a bRAND relates to its customers
• Specially important for service bRANDS
• e.g.

IBM is orderliness

MOULINEX Is friends of women

NIKE Is Greek god glorifying human body
DALDA … is mamta, motherly love
APPLE is friendliness

25
bRAND Identity prism by Kapferer
• The wish of the customer to be seen using the bRAND
(when asked about views on bRAND , people answer in terms of clients’ types)

• Consumers reflecting something about themselves

through using the bRAND.
• It is not to be confused with the target market
• Consumers building their own identity by owning the
bRAND
 Older people drinking COKE
 LEXUS owners making a statement about their success

26
bRAND Identity prism by Kapferer
 Belong to a club – internal reflection
 People wearing clothes with sports bRANDS to
prove to oneself that they are sporting types
 Older women wearing jeans to convince themselves
that they are still young
 Drinking Earl Grey tea at home alone.

27
 bRAND Identity facets
PICTURE OF SENDER

Physique

Facets within the bRAND

Personality
Externalization
Visible, Social facets

Internalization
Relationship
Culture

Reflection Self- image

PICTURE OF RECIPIENT 28
bRAND Identity prism by Kapferer
PHYSIQUE PERSONALITY
Soft, Airy Well Balanced
Crocodile Colors Authentic
Serene

CULTURE
RELATIONSHIP
Lacoste Aristocratic Ideals
Sophistication
Accessible Unconventional Simplicity
Sport
Chic Individualism

REFLECTION SELF IMAGE

Non-conspicuous I am elegant
Men & Women I am always correct
Having Real Class Although casual
29
 Aaker’s bRAND Identity system
The company should consider its
bRAND Identity;
1. bRAND as a Product, or
2. bRAND as a Organization, or
3. bRAND as a Person, or
4. bRAND as a Symbol or
 A combination of these
 Aaker’s bRAND Identity traps

1. 2. 3. 4.
bRAND bRAND External Product
Image Positioning Perspective Fixation

What a bRAND identity is not

31
 1. bRAND Identity is not the image
bRAND identity is

sent by the company

Whereas

bRAND image is received

by the consumer

32
 1. bRAND Identity is not the image
1) Consumers dictate the image

2) bRAND image is based on past experiences, whereas

identity is futuristic

3) Image is tactical, identity is strategic in intent

4) Companies try to build an appealing bRAND image

based on current trends etc. which change with time

5) Companies often imitate existing successful players’

bRAND images to try & achieve success

6) Image is the current perception of the bRAND

33
bRAND Identity …2. WHY NOT POSITIONING?
1) Positioning elements are built around the identity / essence

2) Positionings are those parts of the identity that are

communicated, some identity element may not be.

3) Positioning is dictated by the consumers, markets & the

bRAND

4) Positioning reflect current fads & may change with times but
the identity does not.
5) Positioning alone does not help differentiate between identities
of competing bRANDS. e.g. Coke & Pepsi
6) A bRAND may have multiple products ; hence multiple
positionings, but the essence /identity will be the same e.g.
DOVE shampoo , anti-ageing cream
34
bRAND Identity 3. The external perspective
1) Identity is an internal process

2) Identity helps the company realize its

values and purpose

3) It reflects company’s vision

4) It tells the company employee what the

bRAND stands for,

35
bRAND Identity 4. The product pitfall

 Great products can be copied

 Product attributes can not always be differentiators

 Most buying decisions are not rational(product based)

 Product based identities limit bRAND extensions

 Strategic flexibility is limited specially when products

attributes’ relevance changes with time.

36
 Aaker’s bRAND Identity System
A. B. C. D.
bRAND as BRAND as bRAND as bRAND as
a product organization a person a symbol
1. Product
scope 7.
11.
company’s 9.
2. Product Visual
attributes
attributes personality imagery,
e.g. metaphors
3.Quality/value innovative

4 .Uses
8. 10 12.
Local . bRAND- bRAND
5. Users customer Heritage
Vs
global relationship
6.Country of
origin
Aaker’s bRAND Identity system- A. bRAND as a product Association
6. ORIGIN

5 USERS - ENDORSEMENTS

4. USES – bRANDS Attempt to own a particular usage

e.g. DETTOL SOAP

3. QUALITY – Identity based on quality e.g.

LEXUS

2. PRODUCT ATTRIBUTES - Something extra that a product offers

e.g. Free limousine with Virgin Air

1. PRODUCT SCOPE – A core element of identity is the association

Of a bRAND with a product class e.g. WALLS , VISA 38
Aaker’s bRAND Identity system- B. bRAND as Organization

8.
Local
Vs
Global

7.
Attributes Of Company
e.g. 3M FOR INNOVATION

39
Aaker’s bRAND Identity system- C. bRAND as a Person

10.
bRAND/ Customer Relationship
Passionate
Intimate
Inter-dependant

9.
bRAND Personality

40
Aaker’s bRAND Identity system- D. bRAND as a Symbol

12.
bRAND Heritage
e.g. BROOKE BOND

11.
Visual Imagery
e.g. NIKE’S “SWOOSH”, MERCEDES ‘STAR”

41
 bRAND Identity Structures
The core identity is usually permanent

The extended identity is dynamic

And usually provides all other
Elements of identity
Core
Identity
Close Up
Extended Core: Gel, red color
Identity
Extended: variants colors

42
 bRAND Identity Structures
Common Associations
Multiple
Identities

1. LEVIS Is a rugged identity in USA… as it moves to Europe the identity is

more upscale than blue-collar

2. HONDA Is associated with youth and racing in Japan .

In USA it is more family oriented. The essence of the bRAND remains QUALITY
& MOTOR EXPERTISE
43
bRAND Identity … who am I ?
In Stone-age It Was
U.S.P.
that made the product distinctive

Now it is

IDENTITY
&
POSITIONING
44
bRAND Identity who am I ?

Identity tells the consumers about the

Essence of the bRAND.

Positioning helps the consumer

make a choice 45
Contemporary bRAND Definition

A bRAND is a cluster of Functional &

Emotional values,

that enables a promise to be made

about a unique and

welcomed experience.
46