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1
BRAND IDENTITY
It is a unique set of Brand Associations that the strategists
aspire to create or maintain.
These associations represent what the brand stands for &
imply a promise to customers .
Why Brand Identity?
ExternallyShapes our brand imageProvides basis for relationships and choice
Internally Stimulates programs and prioritize initiativesInspire people
4
THE ESSENCE OF BRAND IDENTITY
What is its individuality?
What are its long – term goals & ambitions?
What is its consistency?
What are its values?
What are its basic truths?
What are its recognition signs?
5
Product- Scope- Attributes- Quality- Uses
Org. Association
Brandpersonality
Symbols
BrandCus.Relationship
Emotionalrelationship
CountryOf origin
Userimagery
Self expressivebenefits
BRAND IDENTITY
Brand Identity PrinciplesMultiple dimensions—not just a three
word phraseNo restrictions—beyond
attributes/benefitsDimensions are prioritized
◦ Core identity—more important elements Source of differentiation, resonance, and
strategy Drive major programs, initiatives
◦ Extended identity provides texture and completeness—helps determine what is on-brand
Essence—Optional Internal communication
◦ vs. position/tagline—what we communicate externally now
7
Cu
lture
Personality
Self Image
INTER
NA
LIS
ATIO
N
Physique
Rela
tion
sh
ip
Reflection
PICTURE OF THE RECIPENT
PICTURE OF THE SENDER
EX
TER
NA
LIS
ATIO
N
BRAND IDENTITY PRISM
Research problem:
How have Adidas used the
instrument Branding, and
which roll did it play in the
competition between Adidas
and Nike?
Physical product Personality
Culture
Self imageReflection
Relation
Brand Identity Prism - Nike
Sports andfitness
Like Jordan, Woods…
AmericanJust do It!
Cool”Athlete”
Success,Provocative,Achiever
High performer,Excellence
Physical productSports andfitness
PersonalityTraditional, Conser-vative, Collective
CultureEuropeanTraditional
Self-ImageRelates more to competing than to winning
ReflectionTrue sportsmanshipStrong work ethicA good team player
RelationQuality andHeritage
Brand Identity Prism - Adidas
11
BRANDESSENCE
Brand positioning
Strategic personality
TOTAL BRAND IDENTITY
Brand name
Mktg. comm.
Promotion
Productperformance
Selling
Stgy.
Logo/Graphic
CORE OF THE BRAND IDENTITY
12
EXPLORING BRAND IDENTITY SYSTEM:-
1. WHAT ?
2. HOW ?
3. WHY ?
HOW TO BUILD A POSSIBLE BRAND IDENTITY:-
1. Objectives.
2. Brand opportunities.
3. Brand positioning & Brand personality.
4. Drive identity possible contact points.
Chapter 9 - Building and Managing Brand Equity
PPT 9-13
Identify What to Stand for
Straightforward
DiversifiedPerspective
Flexible
Risk-SharingPartner
World-Class Resourceful
Technologythat Works
BroadCapability
In-DepthUnderstandingOf Customers
Best-of-Breed
ValueCreation
Collaborator
Informal
Competent
Confident
TeamOriented
Gets JobDone
Global
Local PeopleCulture
WorldHealth
OpenCommunication
Experienced
Multi-Cultural
CommittedTo Excellence
Dynamic
BoldWithout
Arrogance
B-to-B Service Company
PartnerWith Customers
Customized Solutions
Close toCustomers
Geographically &Culturally
Chapter 9 - Building and Managing Brand Equity
PPT 9-14
SimpleAs Dell
Value forPerformance
Customization
Incredible ServiceDell Responds
Direct ModelLatest
Technology
Close to CustomerUnderstands needs• Equipment• Communication
Personality Competent, Successful Serious (not Apple) Approachable
Chapter 9 - Building and Managing Brand Equity
PPT 9-15
Use only constructs that are helpful and fit!
Do not feel compelled to use all dimensions!
Guidelines
Identify Brand Identity Elements
TeamSolutions
Close toCustomers
Geographically & Culturally
Collaborative
PartnerWith
Customers
Cluster & Label—Try different combinations
Customized
Solutions
OpenCommunicati
on
Close toCustomers
Geographically &Culturally
CustomizedSolutions
Collaborative
PartnerWith Customers
------------------------------------------------------------------------------------------------------ .
Chapter 9 - Building and Managing Brand Equity
PPT 9-17
Identify Brand Identity Elements
Spirit of Excellence
Worldlybut Informal
TechnologyThat Fits
Confident, Competent
SupportWorld Heath
Global NetworkOf Local Experts
OpenCommunicator
TeamSolutions
Cluster and Label
Chapter 9 - Building and Managing Brand Equity
PPT 9-18
Identify Core Identity Elements
Spirit of Excellence
Worldlybut Informal
TechnologyThat Fits
Core Identity
Confident, Competent
SupportWorld Health
Global NetworkOf Local Experts
OpenCommunicator
TeamSolutions
Core—Most Important
Chapter 9 - Building and Managing Brand Equity
PPT 9-19
The Brand Essence
Spirit of Excellence
Worldlybut Informal
TechnologyThat Fits
Core Identity
Commitment toExcellence—
anytime, anywhere,
whatever it takes
Confident, Competent
SupportWorld Heath
Global NetworkOf Local Experts
OpenCommunicator
TeamSolutions
A compact theme or concept that representsmuch or all of the core identity
Chapter 9 - Building and Managing Brand Equity
PPT 9-20
The Brand Essence
Essence: A compact theme or concept that representsmuch or all of the core identity—for internal communication
vs. Tagline: Summarizes the position—for external communicationTagline can be but rarely is the essence Do you Yahoo? Did somebody say McDonald’s Like a rock (Chevy Trucks)
Essence can be understated Just works better focused on functional benefits German engineering (VW) Casual luxury (Banana Replubic) focused on emotional benefits Power to be your best (Apple) Do more (American Express) Note the dual meaning
PPT 9-21
Nike Core Identity & Essence
Brand Identity Model™
Performingat Your
Best
Brand Essence◦ Performing at Your Best
Core Identity◦ Excellence/Winning◦ Exhilaration◦ Individual Success◦ Technological Advancement
Illustrative
ExhilarationExcellence
TechnologicalAdvancement
IndividualSuccess
PPT 9-22
Brand Identity Objectives
• Resonate• Differentiate or reflect
points of parity• Have or Gain Credibility• Reflect Strategy• Have Clarity
PPT 9-23
Resonate with Customers
TeamSolutions
Resonance—it should matter to customers & add value e.g. Customer now demand total solutions
Close toCustomers
Geographically & Culturally
AnticipateNeeds
Customized Solutions
Collaborative
Chapter 9 - Building and Managing Brand Equity
PPT 9-24
Differentiation/Points of Parity
TeamSolutions
Collaborative
Differentiation—Unique or different assets and programs e.g. Multi-cultural staff
Parity—dimensions on which the brand needs to be perceived as adequate so that competitor brand strengths are neutralized
Close toCustomers
Geographically & Culturally
AnticipateNeeds
Customized Solutions
Chapter 9 - Building and Managing Brand Equity
PPT 9-25
Credibility—Proof Points & Strategic Imperatives
Proof points—Existing strengths and programs that provide credibility e.g. Have the organizational scope and capability to do it all
TeamSolutions
Close toCustomers
Geographically & Culturally
AnticipateNeeds
Customized Solutions
Collaborative
Strategic Imperative—Assets and Programs needed to deliver future credibilitye.g. Build incentives—team behavior and culture; reduce arrogance
Chapter 9 - Building and Managing Brand Equity
PPT 9-26
Reflect the Strategy
TeamSolutions
Reflect strategy—it should reflect the strategy direction and initiativese.g. the firm is committed to breaking down silos and creating a seamless systems solutions
Close toCustomers
Geographically & Culturally
AnticipateNeeds
Customized Solutions
Collaborative
27
BRAND MANAGEMENT THR’O MINIMISING GAPS
Brand Identity
Gives rise to
Brand reputation
Providing info. that enables
fine tuning
28
BRAND IMAGE
Brand
Image
Image of
Maker
Image of
Product
Image of user
Brand Equity
Image of competing Brands