A)Brand Identity

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

Why Brand Identity??

To establish relationship between brand & customer How?? By generating value proposition involving: Functional Emotional Self Expressive benefits

Brand Identity Traps

4 Brand Identity Traps: Brand Image trap Brand Position trap External perspective trap Product attribute fixation trap

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 beyond B.Image is lacking &..

Brand Image Trap

Brand Image becomes B. Identity When does B.Image trap does not tend to occur? When Brand Image is negative or inappropriate.

Brand Position Trap

B. Position To be actively communicated to target 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..

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.

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.

Product Attribute Fixation Trap

Most common trap Focuses solely on product attributes

Assumption pdt attributes bases for consumer decision leads to blunders Brand is more than product Ex: Cadburys.

B) The Identity Structure

The Identity Structure

B. Identity has Core & Extended Identities

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 follows from questions: Soul of the brand?

Values that drive the brand

Core competencies Organization behind the brand stand for..

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.

C) Providing a Value proposition

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..

Functional Benefit
Relate directly to functions of pdt /service Ex: Laser printer speed, resolution, quality etc.. Is based on attributes..

Functional Benefit
Limitations of functional benefit: Often fail to differentiate Can be copied easily Assumes rational decision maker..

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

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

Self Expressive Benefits

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..

Self Expressive Benefits

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 Vs Emotional Benefit

Ex: Levis Feel Rugged when wearing Levis Emotional

Expressing strong, rugged side by yourself by wearing it self expressive benefits..

D) 4 Brand Identity Perspectives

4 Brand Identity Perspectives

To help ensure B.Identity has relevance, firm should consider Brand as A Product An organization A Person A symbol..

4 Brand Identity Perspectives

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..

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

Create value proposition by providing something better..

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