Brand Identity

A Discussion on Brand

What is Brand?
a name given to a product or service www.cogsci.princeton.edu/cgi-bin/webwn a recognizable kind; "there's a new brand of hero in the movies now"; "what make of car is that?" www.cogsci.princeton.edu/cgi-bin/webwn A unique and identifiable symbol, association, name or trademark which serves to differentiate competing products or services. Both a physical and emotional trigger to create a relationship between consumers and the product/service. www.allaboutbranding.com/index.lasso A name, number, term, sign, symbol, design, or combination of these elements that an organization uses to identify one or more products. www.healthadvantage-hmo.com/customer_service/terms.asp a trademark or trade name that identifies a product, a distributor, a producer or a manufacturer. www.abc.net.au/eightdays/glossary/default.htm Product identification by word, name, symbol, design, or a combination of these. www.fluidcommunications.biz/marketing/marketing_definitions.htm A brand is a mixture of attributes, tangible and intangible, symbolised in a trademark, which, if managed properly, creates value and influence. "Value" has different interpretations: from a marketing or consumer perspective it is "the promise and delivery of an experience"; from a business perspective it is "the security of future earnings"; from a legal perspective it is "a separable piece of intellectual property." Brands offer customers a means to choose and enable recognition within cluttered markets. www.hidp.org/programmer/glossary.html A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. www.shapetomorrow.com/resources/b.html A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. p. 269 users.wbs.warwick.ac.uk/dibb_simkin/student/glossary/ch09.html A name, term, design, symbol, or any other feature that identifies one sellers good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. www.scottmcnealy.com/businessplanning/GlossaryProductDevelopmentTerms.htm A name, number, term, sign, symbol, design or combination of these elements that an organization uses to identify one or more products. www.bcbstx.com/glossary/ A design, mark, symbol or other device that distinguishes one line or type of goods from those of a competitor. www.powerhomebiz.com/Glossary/glossary-B.htm A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item ,a family of items, or all items of that seller.

I dont know who you are. I dont know your company. I dont know your companys products. I dont know what your company stands for. I dont know your companys customers. I dont know your companys reputation. Now - What was it you wanted to sell me?
McGraw-Hill Magazine Ad

What is a brand?
Strawman: A collectively held idea of a company by its customers in reaction to the messages the company sends via advertising, product design and public relations.

What is Brand Identity?

Brand Identity is the unique set of 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 for the organization 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 Management
Brand Identity

Results
Brand Strategist

Strategy

Brand Image Brand Position

Customers & Potential customers

Messaging

Marketing, PR, Product

Brand Management
Popular, fun, goofy expressive

Results
Brand Strategist

Strategy

Do you Yahoo?

Customers & Potential customers

Messaging

Marketing, PR, Product

THE BRAND IMAGE TRAP

Brand image is how customers and others perceive the brand The brand image trap is that it lets the customer dictate what you are Customer orientation gone amuck Creating a brand identity is more than finding out what customers say they want.

Whos the doctor?

A brand identity is to brand strategy what "strategic intent" is to a business strategy. Strategic intent involves an obsession with winning, real innovation, stretching the current strategy, and a forward-looking, dynamic perspective; it is very different from accepting or even refining past strategy. Similarly, a brand identity should not accept existing perceptions, but instead should be willing to consider creating changes.

External Perspective Trap

"What does your brand stand for?" "Achieving a 10 percent increase in sales" Strategy has to look in, not just out. Too busy marketing to live up to brand.

The Product Attribution Trap

Most Common trap A brand is more than product
Brand Users (the Charlie woman) Country of Origin (Audi has German craftsmanship) Organizational Associations (3M is innovative company) Brand Personality (Yahoo is fun and irreverent) Symbols (The stagecoach represents Wells Fargo) Brand-Customer relationship (Gateway is a friend) Emotional benefits (Saturn users feel pride in building a US built car) Self-Expressive benefits (Nike users are strong)

Whats going on here?

More than a Product

BRAND
Organizational Associations Brand Personality

Country of Origin

PRODUCT Scope Attributes Quality Uses

Symbols

Brand-customer Relationships

User Imagery Self-Expressive Benfits Emotional Benefits

Limitations of Product-Attribute Identities

Fail to Differentiate Are easy to copy Assume a Rational Customer Limit Brand Extension Strategies Reduce Strategic Flexibility Think of Search

Is Yahoo in a trap?

Breaking Out of Traps

Brand-as-product that includes user imagery and and/or country of origin Brand Identify based on perspectives of brand organization, a person and a symbol as well as a product A value proposition that includes emotional and self expressive benefits as well as functional benefits The ability of a brand to provide credibility as well as a value proposition The Internal as well as external role of the brand identity Brand Characteristics broader than brand positions

Brand Identity Planning

Extended

core

Brand As Product 1. Product Scope 2. Product Attributes 3. Quality/Value 4. Uses 5. Users 6. Country

Brand as Organization 1. Organizational Attributes 2. Local vs. Global

Brand As Person 1. Personality 2. Brandcustomer relationship

Brand As Symbol 1. Visual Imagery and metaphors 2. Brand Hreritage

Extending Brand