Brand identity & position

8/8/2019 Brand identity & position

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MSC 504, 5th Trimester


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Brand Equity and Brand IdentityBrand Equity and Brand Identity

Brand

Identity

Brand

Associations

Brand

Equity


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A brand identity provides direction, purpose

and meaning for the brand. It is central to a

brands strategic vision and the driver of oneof the four principal dimensions of brand

equity: associations, which are the heart and

soul of the brand.


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Brand identity is a unique set of brand

associations that the brand strategist aspires

to create or maintain. These associationsrepresent what the brand stands for and

imply a promise to customers from the

organization members.


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Brand image (how the brand is

perceived now)

Brand position (the part of the brandidentity and value proposition to be

actively communicated to a target

audience) Product attributes

An external perspective (i.e., customer-

based)


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A brands identity can be viewed from fourperspectives:

brand as product brand as organization

brand as person

brand as symbol W

hen we view a brand from all theseperspectives, it is easier to develop/reinforce aValue Proposition, Credibility and, ultimately, aRelationship with the customer.


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Brand Identity

Brand asProduct Brand asOrganization Brand asPerson Brand asSymbol

Value Proposition Credibility

Brand-Customer Relationship


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Brand as Product

Product Scope

ProductAttributes

Quality/value

Uses

Users Country of Origin


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Brand as Organization

Organization attributes (e.g., innovation,

consumer concern, trustworthiness) Local vs. global


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Brand as Person

Personality (e.g., genuine, energetic, rugged,)

Brand-customer relationships (e.g., friend,adviser,)


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Brand as symbol

Visual imagery and metaphors

Brand heritage


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Functional Benefits: ABMW car handles well,

even on ice.

EmotionalBenefits: Excited in a BMW. Self-ExpressiveBenefits: Sophisticated and

successful in a BMW.


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Brand position is the part of the brand

identity and value proposition that is to be

actively communicated to the targetaudience and that demonstrates an

advantage over competing brands


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What elements ofBI to include?

Core identity: central, timeless essence of the

brand (most unique, valuable aspects)(toothpaste)

Points of leverage: specific keys to success (e.g.,Tata for trust)

The value proposition: a key benefit part of thevalue proposition (functional, self-expressive,)(Toothpaste works as a mouth freshner)


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Guides and enhances brand strategy Improves brand memorability Provides meaning and focus to the organization Provides extension options

Co-branding at Yahoo

In sum, provides: value proposition

credibility to other brands basis of relationship

Documents

Brand identity & position