Post on 16-Apr-2017
Brand Identity, Brand Personality, Brand Image
Sunny Bose
Brand Identity – Brand Image
Brand Identity Set of brand associations that the brand strategist
aspires to create and maintain. The associations imply promise to customers from the
organization and its members. Used for driving all brand building efforts. Not an advertising tagline or positioning statement. Establish relationship between the brand and the
customer. Create value proposition – functional, emotional or self-
expressive Alternatively, provide credibility for the endorsed brand. Brand identity involves: core identity; extended identity;
and brand essence.
Aaker’s Brand Identity System
Brand Identity - Google.wmv
Google Search- Reunion.mp4
Kapferer’s Brand Identity Prism
Prism Elements Physique
Salient objective features that gives the brand its identity. Example – Symbol of Coca Cola bottle on Coke cans
Personality Human personality trait(s) relevant for the
brand(s). Example – Levi’s ruggedness Culture
Set of values that feed the brand’s inspiration. It is the source of the brand’s aspirational powers. Example – German efficiency behind Voks Wagen - ‘Das Auto’
Prism Elements Relationship
The mode of conduct that most identifies with the brand. It is a logical extension of the personality. Example – Bacardi ‘Life is calling’
Customer reflection How the customer wants to be seen as a result of
using the brand. Example – Scooty Pep + customer reflection is stylish, trendy and cool
Self image If reflection is the outward image then this is what the
customer sees within himself as an user of the brand. Example – Van Heusen users attach themselves with the brand through power, and sophistication
Budweiser vs. Heineken
Brand Personality Set of human characteristics associated with a
brand. Personality traits associated with a brand,
such as those associated with individual, tend to be enduring and distinct.
Brand personality is developed through the brand user’s imagery. The imagery can be defined as ‘the set of human characteristics associated with a typical user of the brand’.
Brand personality may refer to personality characteristics as well as demographic characteristics.
Brand Personality Aaker brand personality dimensions
Dimension Trait(s)Sincerity Domestic, honest, genuine, cheerfulExcitement Daring, spirited, imaginative, up-to-
dateCompetence
Reliable, responsible, dependable, efficient
Sophistication
Glamorous, pretentious, charming, romantic
Ruggedness Tough, strong, outdoorsy, ruggedHero Honda Pleasure.mp4 Hero Maestro.mp4 Peter England.mp4 Aaj kuch tufani karte.....mp4
Brand Image Current view of the customers about the
brand Unique bundle of associations These associations result in developing
perceptions about the brand Perceptions create ‘imagery’
Woodland – associated with outdoor activities, mountaineering, trekking, hiking etc. These gives makes the customer perceive it is in outdoor, adventure, rugged lifestyle brand. Thus, the ‘image’ of woodland is that a people engaged in adventure sport and outdoor lifestyle.
Thank You.