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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..
Meaning
It is the unique set of brand associations that a 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
To establish relationship between brand & customer How?? By generating value proposition involving: Functional Emotional Self Expressive benefits
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..
Core Identity
Associations remain more constant as brand travels to new markets & pdts Core lasts long Ex: Bajaj Hamara Bajaj B. Position , Communication strategies & also extended identity might change but core remains unchanged..
Core Identity
Core Identity
Should include elements that makes brand unique & valuable Should contribute to value proposition
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.
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..
Functional Benefit
Relate directly to functions of pdt /service Ex: Laser printer speed, resolution, quality etc.. Is based on attributes..
Functional Benefit
Functional Benefit
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
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
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
Brands & products symbols of persons selfconcept How does Brand provides self expressive benefit?? By providing way for person to communicate his/her self image Communicates the expression of being associated with the brand..
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..
Ex: Levis Feel Rugged when wearing Levis Emotional Expressing strong, rugged side by yourself by wearing it self expressive benefits..
To help ensure B.Identity has relevance, firm should consider Brand as A Product An organization A Person A symbol..
Goal is to help strategist consider different elements /perspectives that help enrich, clarify & differentiate an identity
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 be recalled when pdt class is cued..
Brand as a Product
Ex: Packaged drinking water Bisleri Photocopy Xerox B) product attributes: Can provide functional & emotional benefits
Brand as a Product
C) Quality / Value: Important to be considered Many brands use quality as core identity element
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
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 Bachan Cadburys
Brand as Symbol
Brand based on symbol identity perspective Ex: Maharaja Air India Golden Arches Mac Donalds Videocon changed its logo to look more contemporary & modern Ex: Godrej, Shoppers Stop..
Brand as Symbol
Brand handicapped without symbol Symbol indirectly deliver functional, Emotional & self expressive benefits Brand has 3 types of symbols:
Brand as Symbol
Visual Image Metaphor suggest essence of the brand Heritage of the brand
Metaphor example
Brand as Symbol
LIC symbol 2 cupped hand protecting a lamp Powerful metaphor (association) cover against risk & provision of protection Kelvinator penguin the coolest one