22581283 Brand Equity PPt

7/31/2019 22581283 Brand Equity PPt

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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 itsproduct

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 createor maintain.

These associations representwhat 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 valueproposition to be actively communicated to atarget audience


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BRAND MANAGEMENT

BrandIdentity

BrandPosition

BrandImag

e

Strategy

Messaging

Results

BrandStrategist

Marketing,PR, Product

Customers &Potentialcustomers


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Popular,fun, goofyexpressive

Do youYahoo?

Strateg

y

Messaging

Results

BrandStrategist

Marketing,PR, Product

Customers &Potentialcustomers


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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 beviewed from four

perspectives:1. brand as product

2. brand as organization3. brand as person

4. brand as symbol

When we view a brand from alltheseperspectives, it is easier to

develop/reinforcea Value Proposition, Credibility

and,ultimately, a Relationship with

the customer.


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Extended

BRAND IDENTITY PLANNING

core

Brand AsProduct

1. ProductScope

2. ProductAttributes

3. Quality/Value

4. Uses

5. Users

6. Country

Brand asOrganizati

on1.Organizational Attributes

2. Local vs.Global

Brand AsPerson

1.Personality

2. Brand-customerrelationship

Brand AsSymbol

1. VisualImageryandmetaphors

2. BrandHreritage


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BRAND IDENTITY SYSTEM

Brand Identity

Brand asProduct

Brand asOrganization

Brand asPerson

Brand asSymbol

Value Proposition Credibility

Brand-Customer Relationship


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DIMENSIONS OF BRAND IDENTITY

Brand as Product

Product Scope

Product AttributesQuality/value

Uses

UsersCountry of Origin


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Brand as Person Personality

genuine,

energetic, rugged

friend,

adviser,


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Brand as symbol

Visual imagery and metaphors

Brand heritage


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BRAND AS SYMBOLS


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Physique Personality

Self-ImageReflection

CultureRelationship

PICTURE OF RECIPIENT

PICTURE OF SENDER

THE KAPFERER BRAND

IDENTITY PRISM

INTERNALISATIONEXTERNALISATION


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SIX FACETS OF BRAND IDENTITY

1. 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 describesbrands potential buyer or user

Customer is reflected as s/hewishes to be seen from using thebrand

Consumers use brands to built theirown identities

6. A brand speaks to our self

image Self image is the targets own

internal mirror

Attitude toward the brand fosters aninner 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 valueendowed on products and services,

which may be reflected in the way

consumers think, feel, and act withrespect 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.

Documents

22581283 Brand Equity PPt