BrandIdentity pbm

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Brand Identity



Definition

A brand identity provides direction, purpose andmeaning for the brand. It is central to a brand¶sstrategic vision and the driver of one of the four principal dimensions of brand equity: associations,which are the heart and soul of the brand.

Brand identity is a unique set of brand associations

that the brand strategist aspires to create or maintain. These associations represent what thebrand stands for and imply a promise to customers

from the organization members.



Definition

How a company wants the consumer to see itsproduct ?

Visible elements of a brand (such as colors, design,logotype, name, symbol) that together identify anddistinguish the brand in the consumers' mind

The outward expression of the brand including itsname and visual appearance.The brand¶s identity isits fundamental means of customer recognition andsymbolises the brand differentiation from competitors



Brand Identity is more than...

Brand image (how the brand is perceived

now) Brand position (the part of the brand identity

and value proposition to be actively

communicated to a target audience)

Product attributes

An external perspective (i.e., customer-

based)



Brand IdentityD

imensions

A brand¶s identity can be viewed from four

perspectives: ± brand as product

± brand as organization

± brand as person

± brand as symbol

When we view a brand from all these

perspectives, it is easier to develop/reinforce a

Value Proposition, Credibility and, ultimately, a

Relationship with the customer.

HARLEY DAVIDSON SITE



Brand Identity System

Brand Identity

Brand asProduct Brand

as

Organization Brand asPerson Brand

as

Symbol

Value Proposition Credibility

Brand-Customer R elationship



Dimensions of Brand Identity

Brand as Product

± Product Scope ± Product Attributes

± Quality/value

± Uses

± Users

± Country of Origin

Timex Ad

Harley Site




Brand as Organization

± Organization attributes (e.g., innovation,consumer concern, trustworthiness)

± Local vs. global

Titan

Vodafone




Brand as Person

± Personality (e.g., genuine, energetic, rugged,«) ± Brand-customer relationships (e.g., friend,

adviser,«)

WoodlandHarley Site




Brand as symbol

± Visual imagery and metaphors ± Brand heritage

A pple Ad



Value Proposition

Functional Benefits: A BMW car handles

well, even on ice. Emotional Benefits: Excited in a BMW.

Self-Expressive Benefits: Sophisticated and

successful in a BMW.



Brand Position

Brand position is the part of the brand

identity and value proposition that is to beactively communicated to the target audience

and that demonstrates an advantage over

competing brands

± Lifestyle¶s position ± Airtel¶s position



Brand identity & position provide value

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



Vodafone Brand

Story



Hutch -Vodafone India ± Transition

BRAND NAME

Initially around 1995 it was known as ³MAX TOUCH´

Around 2000 it was known as ³ORANGE´ In december 2006 Hutichinson-Essar re-launched

the "Hutch" brand nationwide, consolidating its

services under a single identity.

On September 20, 2007H

utch became Vodafone inone of the biggest brand transition exercises in

recent times



BRAND LOGO

pink is preparing to

make way for red and

this time, it·s not just

the colour.

The vibrant pink

tristars of Hutchsion

Essar logo are set to

change to a speech

bubble of dominant red

colour, the trademark

brand of Vodafone.

Pink is brave,

confident and

exuberant, and that

goes with the productitself," said Ms

Renuka Jaypal,

President, OgilvyOne

Worldwide - India

Being Red,

Rock Solid,

Restless



Brand Slogan

'The future's bright, the future's

orange'. 2003 -³WHEREVER YOU GO OUR

NETWORK FOLLOWS´

2007-Change is goodHutch is now Vodafone

2010-´Power to You´



What we do

Differentiation: A Great Customer

Experience

Functional Benefits: Useful, Seamless,

Stimulating

Emotional Benefit: Inspired (to use my time)

What we do

Differentiation: A Great Customer

Experience

Functional Benefits: Useful, Seamless,

Stimulating

Emotional Benefit: Inspired (to use my time)

Where we play

Market Definition: Integrated

Communications Provider

Positioning Target: Progressives

Customer Insight: I live for this life and time

is precious

Where we play

Market Definition: Integrated

Communications Provider

Positioning Target: Progressives

Customer Insight: I live for this life and time

is precious

Who we are

Personality: The Pioneer Values: Red, Rock solid & Restless

Physique: Red within a technicolor world

Who we are

Personality: The Pioneer Values: Red, Rock solid & Restless

Physique: Red within a technicolor world

Our rallying cry

Ambition: Communications leader

Purpose: To help people make the most of

their time in life

Customer expression: Make the most of now

Our rallying cry

Ambition: Communications leader

Purpose: To help people make the most of

their time in life

Customer expression: Make the most of now



Vodafone has put the brand at the

centre of the Customer Experience

Arun Sarin, CEO Vodafone

³

A brand is what a brand does.´

³The most valuable brands in the world are those

where the customer knows they¶re going

to get a good experience´

Sir John Bond, Chairman, Vodafone



Brand ³endorsers´



Thank-you!!!

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BrandIdentity pbm