8. Brand Identity

8/3/2019 8. Brand Identity

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A)Brand Identity


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Introduction

Persons identity serves to provide direction,

purpose & meaning for that person

Similarly Brand identity provides direction,

purpose & meaning to the brand

Central to brands strategic vision..


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Meaning

It is the unique set of brand associations thata brand strategist aspires to create or maintain

Associations represents:

What brand stands for

Implies a promise to customers from the

organization members

Ex: Dominos Pizza


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Why Brand Identity??

To establish relationship between brand &customer

How??

By generating value proposition involving:

Functional

Emotional

Self Expressive benefits


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Brand Identity Traps

4 Brand Identity Traps:

Brand Image trap

Brand Position trap

External perspective trap

Product attribute fixation trap


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Brand Image Trap

What is a Brand Image?

How customers & others perceive the brand

What is Brand identity?

How strategist want brand to be perceived?

What happens in B.Image trap?

Patience, Resources & expertise to go beyondB.Image is lacking &..


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Brand Image Trap

Brand Image becomes B. Identity

When does B.Image trap does not tend tooccur?

When Brand Image is negative or

inappropriate.


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Brand Position Trap

B. Position To be actively communicated totarget audience i.e value of the brand

Guides current communication programs

B.Image how brand perceived now

B. Identity how strategist wants brand to be

perceived B. Position Value proposition to be actively

communicated..


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Brand Position Trap

When does B. Position Trap occur?

When search for B. Identity becomes search for

B. Position

Ex: Perk: Snack food B.Identity is also B.

Position

The goal then becomes advtg tag line rather than

B. Identity

Ex: Big Bazaar B. Position good quality @ low

prices. B. Identity Value for money products.


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External Perspective Trap

Something that gets customer to buy the

pdt/service because of how they perceive the

brand external communication

When does External Perspective Trap occur?

When firm fails to realize, brands basic

strengths, values & vision

Ex: Lifebuoy.


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Product Attribute Fixation Trap

Most common trap

Focuses solely on product attributes

Assumption pdt attributes bases forconsumer decision leads to blunders

Brand is more than product

Ex: Cadburys.


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B) The Identity Structure


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The Identity Structure

B. Identity has Core & Extended Identities


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Core Identity

Represents timeless essence of brand

Analogy: center that remains after you peel

away onion layers

Ex: Tata trust, quality

Central both to meaning & success of brands..


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Associations remain more constant as brandtravels to new markets & pdts

Core lasts long

Ex: Bajaj Hamara Bajaj

B. Position , Communication strategies & alsoextended identity might change but coreremains unchanged..

Core Identity


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Core identity follows from questions:

Soul of the brand?

Values that drive the brand

Core competencies

Organization behind the brand stand for..

Core Identity


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Should include elements that makes brand

unique & valuable

Should contribute to value proposition

Core Identity


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Extended Identity

Includes elements that provide completeness

to the brand

Important elements of brands marketing

program be included

To add useful detail to complete the picture.


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C) Providing a Value proposition


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What is a Value Proposition?

Statement of functional, emotional & self

expressive benefits by brand that provide

value to the brand

Effective Value Proposition lead to brand

customer relationship & drive purchase

decision..


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Functional Benefit

Relate directly to functions of pdt /service

Ex: Laser printer speed, resolution, qualityetc..

Is based on attributes..


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Limitations of functional benefit:

Often fail to differentiate

Can be copied easily

Assumes rational decision maker..

Functional Benefit


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Ways to overcome:

Expand B.Identity beyond pdt attributes by

considering brand as organization, symbol &

person

Include emotional & self expressive benefits

along with functional benefit

Functional Benefit


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Emotional Benefit

Brand giving customer a positive feeling

Ex: Safe in Volvo Ex: Control Ageing process with Olay

Richness + depth of owning & using the brand


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Combining Functional + Emotional

Benefit

Shampoo addition of emotional benefits (

You will look terrific)

To functional benefit (Your hair will be thick &

full of nourishment)

Functional + Emotional create a composite


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Self Expressive Benefits

Brands & products symbols of persons self-concept

How does Brand provides self expressivebenefit??

By providing way for person to communicate

his/her self image Communicates the expression of being

associated with the brand..


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Ex: Insurance ad Samha Vambha, Kalia

Valia

Naukri.com Hari Sadu

Ex: Mac Donalds I am loving it.

Competent by using MS Office

Sophisticated by using CK perfumer Nike Just Do it express by performing

your capability..

Self Expressive Benefits


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Self Expressive Vs Emotional Benefit

Ex: Levis

Feel Rugged when wearing Levis Emotional

Expressing strong, rugged side by yourself by

wearing itself expressive benefits..


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D) 4 Brand Identity Perspectives


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To help ensure B.Identity has relevance, firmshould consider

Brand as

A Product

An organization

A Person

A symbol..

4 Brand Identity Perspectives


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Goal is to help strategist consider different

elements /perspectives that help enrich,

clarify & differentiate an identity

Not all perspectives to be employed

Each brand to consider those which help to

stay in customers mind..

4 Brand Identity Perspectives


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Brand as a Product

A) Product scope:

With wht pdt is the brand associated?

Ex: Visa credit card

Compaq computers Nokia cell phones

Nirma detergents

A strong link to pdt class means brand will berecalled when pdt class is cued..


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Ex: Packaged drinking water Bisleri

Photocopy Xerox

B) product attributes:

Can provide functional & emotional benefits

Create value proposition by providingsomething better..

Brand as a Product


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C) Quality / Value:

Important to be considered

Many brands use quality as core identity

element

Brand as a Product


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Brand as a Organization

Focuses on attributes of organization

Ex: Tata

Advantages of Brand as organization over

Brand as a Product:

Easier to copy the product Organization attributes apply to set of pdt

class


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Brand as Person

Implies B.Identity w.r.t human associations

intended to be created to the brand

Celebrities lend their human traits to the

brand

Ex: Aamir Khan Titan, Innova

Amitabh BachanCadburys


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Brand as Symbol

Brand based on symbol identity perspective

Ex: Maharaja Air India

Golden Arches Mac Donalds

Videocon changed its logo to look morecontemporary & modern

Ex: Godrej, Shoppers Stop..


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Brand handicapped without symbol

Symbol indirectly deliver functional,

Emotional & self expressive benefits

Brand has 3 types of symbols:

Brand as Symbol


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Visual Image

Metaphor suggest essence of the brand

Heritage of the brand

Metaphor example

Brand as Symbol


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LIC symbol 2 cupped hand protecting a

lamp

Powerful metaphor (association) cover

against risk & provision of protection

Kelvinator penguin the coolest one

Brand as Symbol

Documents

8. Brand Identity