Brand Identity

• Brand identity is a unique set of the 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 organizational members.

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.

Brand Identity Prism

• Brand identity is represented by an hexagonal prism

– A Brand has physical qualities and specifications, a set of salient objective features that come to mind when the brand is mentioned. They can also be latent, emerging

• Coca-Cola – bottle, color

• Absolut Vodka- bottle , product color (e.g. no color)

• Hermés – leather and silk

Brand Identity Prism

• According to J. Kapferer, brand identity could be de-fined by answering the following questions:

- What is the aim and individual vision of a brand?

- What makes a brand distinguished?

- How satisfaction could be achieved?

- What is brand's equity?

- What are brand competence, validity and legitimacy?

- What are the features of its recognition?

A Brand has a Physique

• First of all brand contains an external specificity that is physical appearance, which is the core of brand and its value added. This determines a traditional brand management due to orientation to “know how”, classical positioning, selecting a principal good or

brand features and the benefit. The first step building up a brand is the definition of physical factors, identifying what it is, what it does and how does it look like. Physical appearance is closely connected with a brand prototype, revealing the quality of a brand (for example Coca-Cola bottles on tins of Coca-Cola)

A Brand has a personality

– The easy way to build a personality is to use a spokesman a star or an animal.

– Brand personality are those traits of human personality that can be attributed to brands. This is the personality facet of the Sender.

– It should not be confused with the customer reflected image, which is a picture of the ideal receiver

deals with the question “ What happens to this brand when it becomes a person ? “

A Brand is a culture

– Every product is the product of a culture, its concrete representation and its support (in the media sense)

– Culture means the set of values ,source of inspiration for the brand

-- symbolizes the organization , its country-of-origin and the values it stands for

-- A brand has its own culture and origin. The both influence & is part of strong brands.

A Brand is a relationship

– Brands are often the object of transactions between people, of exchanges. This is critical for services and for retailers

-- relationship is the hand-shake between the consumer and the organization.

• Nike – provocation : “Just Do It”

• Apple – friendliness

• IBM- order setting

• Saffola- safety

A Brand is a customer reflection

– is the consumer’s perception of what the brand stands forReflection :If asked for views on car brands consumers identify them on

the perceived client type: for young people, for family fathers, for show offs…out of the communication history and most representative products brands build an image of the buyer or user they seem to target.

– However the reflection and the target (potential purchasers or users) are different:

• Customer should be reflected as he /she wishes to be seen as a result of using the brand e.g. in ready to wear the obsession of looking younger concern’s reflection Coca Cola targets a much wider target then 15-18 Pepsi does the same

A Brand is a self-image

• If reflection is the target’s outward mirror (they are), self image is the target’s own internal mirror (I am, I feel)

• Many Porsche owners in buying one want to prove to themselves that they can do it! (Betting on their career). The brand works like an obligation to push to the limits. However its customer reflection was a car for show-offs.

• A user of SURF is telling herself that she is conscious of not just price but value as well

• The internal mirror , inner reward • Is what the consumer thinks of himself

Physical productPhysical product PersonalityPersonality

CultureCulture

Self imageSelf imageReflectionReflection

RelationRelation

Brand Identity Prism - NikeBrand Identity Prism - Nike

Sports andSports andfitnessfitness

Like Jordan, Woods…Like Jordan, Woods…

AmericanAmericanJust do It!Just do It!

CoolCool””Athlete”Athlete”

Aggressive,Aggressive,Provocative,Provocative,In-your-faceIn-your-face

Sponsorship,Sponsorship,EthicsEthics

Physical productPhysical productSports andSports andfitnessfitness

PersonalityPersonalityTraditional, Conser-Traditional, Conser-vative, Collectivevative, Collective

CultureCultureEuropeanEuropeanTraditionalTraditional

Self-ImageSelf-ImageRelates more to Relates more to competing than to competing than to winningwinning

ReflectionReflectionTrue sportsmanshipTrue sportsmanshipStrong work ethicStrong work ethicA good team playerA good team player

RelationRelationQuality andQuality andHeritageHeritage

Brand Identity Prism - AdidasBrand Identity Prism - Adidas