Brand Identity

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Session-2

Brand Identity –

The Cornerstone of Brand Strategy

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“A brand is the face of a business strategy.”

Scott Galloway

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Brand

What is a brand?

What is a product?

What is ‘brand associations’?

What is brand image?

What is meant by ‘current brand associations’?

What is brand positioning?

What is brand identity?

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Product vs. Brand

• Scope• Attributes

• Uses• Quality/

value• Functional

benefits

Product

Brand Organizational associations

Brand personality

Brand/Customer relationships

Self-expressive benefits

Emotional benefits

User imagery

Country of origin Symbols

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Brand identityBrand identity is the set of associations the brand

strategist (brand manager, marketing manager, marketing director, or could be a CEO, or the brand team) seeks to create or maintain.

Brand image is the brand’s current associations.

Brand Strategist’s Goal

Current Brand Image

Intended Brand Identity

• Strategic brand analysis• Brand identity development• Brand identity implementation

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Brand identity

A strong brand should have a rich and clear brand identity.

Brand identity is an essential pillar of a strong brand.

Brand identity is built on brand essence – a compact summary of what the brand stands for.

Essence (noun): The intrinsic nature or indispensable quality of something, especially something abstract, that determines its character.

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Brand Identity Planning Model

Strategic Brand Analysis

Brand Identity System

Brand identity Implementation System

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Brand Identity Planning Model

Customer Analysis• Trends• Motivation• Unmet needs• Segmentation

Strategic Brand AnalysisCompetitor Analysis

• Brand image/identity

• Strengths, strategies

• Vulnerabilities• Positioning

Self Analysis• Existing brand

image• Brand heritage• Strengths,

strategies• Organization

values

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Brand Identity Planning Model

Strategic Brand Analysis

Brand Identity System

Brand identity Implementation System

Brand Identity Planning Model

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Brand as Product

1.Product scope2.Product

attributes3.Quality/Value4.Uses5.Users6.Country of

origin

Brand Identity SystemBrand Identity

Brand Essen

ce

Core

Extended

Brand as Organization7.Organization

attributes (e.g., innovation, consumer concern, trustworthy)

8.Local vs. global

Brand as Person9.Personality (e.g.,

genuine, energetic, rugged)

10.Consumer/brand relationships

Brand as Symbol11.Visual image

and metaphors

12.Brand heritage

Value Proposition (Set of Benefits)>Functional >Emotional >Self-expressed

CredibilitySupport other

brands

Relationship

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Brand Identity Planning Model

Strategic Brand Analysis

Brand Identity System

Brand identity Implementation System

Brand Identity Planning Model

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Brand Identity Implementation System

Brand Identity Elaboration

Brand Position

The part of the brand identity and value proposition that is to be actively communicated to the target audience.

Brand Building Programs

Tracking

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Brand EssenceBrand essence is the core identity of the brand.

The core identity has two to four dimensions that compactly describe that summarize the brand vision.

The brand essence should resonate with customers and have the value proposition.

E.g., the Virgin brand essence has the dimensions of Service quality, Innovation, Fun and entertainment, and Value for money.

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Developing a Brand Identity System – Avoiding Common Mistakes

Creating Effective

Brand Identity System

1. Avoid a limited brand perspective

2. Link a compelling functional

benefit whenever possible

3. Ignore constructs that are not helpful

4. Generate deep consumer

insight

5. Understand competitors

6. Allow multiple brand identities

7. Make the brand identity

drive the execution

8. Elaborate the brand identity

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Next Assignment

• Next reading: Clarifying and Elaborating the Brand Identity

• Quiz from Brand Leadership and Brand Identity in 3rd (next) class

• Presentation by student ‘A’ on “Brand Identity, Positioning and Image of the selected product” in 4th class