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Identity
vs.
Image
How we see ourselves... How others see us...
Branding Strategy
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IDENTITY AND IMAGE
Image:
The way a
public
perceive
the
company
or its
product
Identity:
The way a
company
aims to
identify or
position
itself.
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DEFINITION
Brand identity is a unique set of
brand associations that the
brand strategist aspires to create
or maintain.
These associations represent
what the brand stands for and
imply a promise to customers
from the organization members.
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DEFINITION
A brand identity provides
direction, purpose and meaning
for the brand.
It is central to a brands strategic vision and the driver of one of
the four principal dimensions of
brand equity:
1) Associations,
which are the heart and soul of
the brand.
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ASPECTS OF BRAND
BRAND IMAGE
How the brand is now perceived
BRAND IDENTITY
How strategists want the brand to be perceived
BRAND POSITION
The part of the brand identity and value proposition to be actively communicated to a target audience
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BRAND MANAGEMENT
Brand Identity
Brand Position
Brand
Image
Strategy
Messaging
Results
Brand Strategist
Marketing, PR, Product
Customers & Potential customers
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Popular, fun, goofy expressive
Do you Yahoo?
Strategy
Messaging
Results
Brand Strategist
Marketing, PR, Product
Customers & Potential customers
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BRAND IDENTITY AND BRAND
EQUITY
Brand
Identity
Brand
Associations
Brand
Equity
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BRAND IDENTITY SYSTEM
A brands identity can be viewed from four perspectives:
1. brand as product
2. brand as organization
3. brand as person
4. brand as symbol
When we view a brand from all these perspectives, it is easier to develop/reinforce a Value Proposition, Credibility and, ultimately, a Relationship with the customer.
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Extended
BRAND IDENTITY PLANNING
core
Brand As Product
1. Product Scope
2. Product Attributes
3. Quality/Value
4. Uses
5. Users
6. Country
Brand as Organization
1. Organizational Attributes
2. Local vs. Global
Brand As Person
1. Personality
2. Brand-customer relationship
Brand As Symbol
1. Visual Imagery and metaphors
2. Brand Hreritage
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BRAND IDENTITY SYSTEM
Brand Identity
Brand as
Product
Brand as
Organization
Brand as
Person
Brand as
Symbol
Value Proposition Credibility
Brand-Customer Relationship
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DIMENSIONS OF BRAND IDENTITY
Brand as Product
Product Scope
Product Attributes
Quality/value
Uses
Users
Country of Origin
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DIMENSIONS OF BRAND IDENTITY
Brand as Person Personality
genuine,
energetic,
rugged
friend,
adviser,
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DIMENSIONS OF BRAND IDENTITY
Brand as symbol
Visual imagery and metaphors
Brand heritage
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BRAND AS SYMBOLS
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Physique Personality
Self-Image Reflection
Culture Relationship
PICTURE OF RECIPIENT
PICTURE OF SENDER
THE KAPFERER BRAND
IDENTITY PRISM
INTERNALISATION EXTERNALISATION
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SIX FACETS OF BRAND IDENTITY
. 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
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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
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BRAND EQUITY
Combination of Assets and Liabilities
associated with a brand.
It enhances or depreciate the value of
brand.
Brand equity is the added value
endowed on products and services,
which may be reflected in the way
consumers think, feel, and act with
respect to the brand.
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FIVE MAJOR DETERMINANTS-
BRAND EQUITY
Awareness
Quality
Perception
Loyalty
Patents and trademark
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PYRAMID OF BRAND EQUITY
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PROCESS OF BRAND EQUITY
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BUILDING BRAND EQUITY
Marketers build brand equity by creating the right brand
knowledge structures with the right consumers.
3 main brand quality drivers:
1. The initial choices for the brand elements or identities
making up the brand (brand names, URLs, logos,
symbols, characters, spokespeople, slogans, jingles,
packages,& signage)
2. The product , service, all accompanying marketing
activities & supporting programs
3. Other associations indirectly transferred to the brand
by linking it to some other entity (a person, place, or
thing).
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BRAND EQUITY COMPETITIVE
ADVANTAGES
Reduced marketing costs.
Trade leverage.
Can charge a higher price.
Can easily launch brand extensions.
Can take some price competition.
