New Stretegic Brand Management - Chapter 7

Chapter 7:brand identity and

positioning

Produced by Kevin Almeida

Contents What is ‘Brand Identity’?

Identity and Positioning

The SIX facets of Brand Identity

Sources of Identity : Brand DNA

Building an inspiring ‘Brand Platform’


What is ‘Brand Identity’ ?• A Brand is the Vision that drives the creation of the products and services under that name. • This ‘Vision’ is the key belief of brands and its

core value is called identity. • Brand Identity – is the source of brand

positioning. • Brand identity may be a recent notion, but

many researches have already delved into the organizational identity of companies (Schwebig, 1988; Moingeon and Soenen, 2003)


Clearly defining Brand Identity

• What is the brand’s particular vision and aim?

• What makes it different?

• What need is the brand fulfilling?

• What is it brand crusade?

• What are its value or values?

• What is its field of competence? Of legitimacy?

• What are the signs which makes the brand

recognizable?Produced by Kevin Almeida

Identity : Contemporary ConceptAlong with the new concept – identity – has

emerged, today’s problems are more complex.

– Currently living in a society saturated in

communications.

– Consumer centricity.

– Understanding the brand identity.

– Technology is responsible for growing similarity.


Identity and Image

Brand Identity

Other sources of inspiration 1.

Imitation 2.Opportunism 3.

Idealism

Signals Transmitted 1. Products 2. People

3. Places 4.Communication

Brand Image


Communication from competition and noise

Sender

Messages Receiver

Identity and PositioningBrand Positioning – means emphasizing the distinctive characteristics that make it different from its competitors and appealing to the public.

This results from an analytical process based on the below four questions;

1. A brand for what benefit?

2. A brand for whom?

3. The reason?

4. A brand against whom?Produced by Kevin Almeida

Positioning is a two stage process1. Indicate to what ‘competitive set’ the brand should be associated and compared. 2. Indicate what the brand’s essential difference

and comparison to the other products and brands of that set.


Why Brands need Identity and Positioning

• The aim of positioning is to identify, and take possession of, a strong purchasing rational.

How positioning is achieved?

• The Target – the nature and psychological or sociological

profile of the individuals. • The frame of reference (FOR) – is the subjective definition

of the category, which will specify the nature of the competition.

• Decisive competitive advantage – may be expressed in terms of a promise.

• Reason to Believe – reinforces the promise or the benefit. Produced by Kevin Almeida

8 headings to ‘Brand Key’1. The competitive environment2. The target3. The consumer insight on which the brand is

based4. The benefits brought by the brand5. Brand values and personality6. The reasons to believe7. The discriminator8. The brand essence



The SIX facets of ‘Brand Identity Prism’

Physique

PICTURE OF SENDER

Self - Image

CultureRelationship

Personality

Reflection

PICTURE OF RECIPENT

EXTE

RNAL

IZAT

ION

INTE

RNAL

IZAT

ION

Refer Page 158 - 164


Sources of Identity – Brand DNA• It’s up to each brand to pursue an ideal of its own. • Identity research starts from the typical products

endorsed by the brand, the logo, the country of origin, the advertisements and packaging.

• The purpose is to semiologically analyze the sending process by trying to discover the original plan underlying the brand’s objectives, products and symbols.


The power of Brand Names• The brand name is one of the most powerful

sources of identity. • Experience indeed shows that brands become

autonomous as they start to give words specific meanings other than those in the dictionary.

• With choice it demonstrated the Brand’s values.


Brand Characters• Brand’s are a company’s capital, emblems are a brand’s capital equity. An emblem symbolize

brand identity through a visual figure. It’s functions are;– To help identify and recognize the brand– To guarantee the brand– To give the brand durability– To help differentiate and personalized

• Emblem epitomize more than one facet of brand identity. – Reduction of perceived risk, Brand’s personality, Brand’s

value and culture. Produced by Kevin Almeida

Building an inspiring brand platform• Each brand should have its explicit, concise and sharp written brand platform, making

clear what it wants to stand for. The most known are;

– The simple ‘positioning statement’

– The ‘footprint’ (used by J&J)

– The ‘bull’s eye’ (starting from brand essence)

– The Brand Key (Unilever)

– The Brand Pyramid

– The Mars Key (McDonald’s Ladder)Produced by Kevin Almeida

Ten steps towards a Brand Platform1. Why must this Brand exist?2. Vision (The Brand’s long term vision)

3. Ambition (What does it want to change in people’s life)

4. What are our values? 5. Know-how (Its unique capabilities)

6. Heritage (Brand Truths)

7. Territory (Where can the brand legitimately provide its benefits)

8. Typical products or actions 9. Style and Language10.Reflection (What image does the brand needs to render?)Produced by Kevin Almeida

Re-Cap What is ‘Brand Identity’?

Identity and Positioning

The SIX facets of Brand Identity

Sources of Identity : Brand DNA

Building an inspiring ‘Brand Platform’


QUESTIONS


THANK YOU


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New Stretegic Brand Management - Chapter 7