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Brand Identity
Lecture 3
MBA KARLO CALLE
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Brand Identity(Aaker)
Brand identity is a unique set of associations that the
strategist wants to create or maintain.These associations
represent the reason why of the brand, including the brand
promise to its customers
Brand identity must contribute to establish relations between
the brand and the customer, by generating a value
proposition that includes functional benefits, emotional
benefits and personal benefits
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Brand Roles, Brand Identity
Company , enterprise /Corporation(Hyundai)
Organization (Red Cross)
Product (Cua Cua) Service(DHL)
Country(Peru)
City(London)
Person/Celebrity/Politician(Beckham, Kirchner)
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Brand Identity is the strategy or the target
image.Brand Image is the result strategyimplemention in the market
The Brand Identity objective is not always
the same as the brand image in the market
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AakersBrand Identity System
BRAND IMAGEHow the brand is now
Perceived
BRAND IDENTITY
How strategists want the
brand to be perceived
BRAND POSITION
The part of the brand identity andvalue proposition to be actively
communicated to a target audience
Understand Image
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Integrated Brand Identity has a
Visual Identity and a interior
Identity(no visual)
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Con orgullo anunciamos que luego de 25 aos, Toulouse Lautrec decidi
evolucionar hacia un moderno y novedoso logotipo, acorde con la dinmica, el
compromiso y la pasin de nuestra labor como formadores de profesionales con
alma de artista
La nueva identidad de TLS comprende un sistema visual que refleja nuestro
posicionamiento Nos resistimos a lo convencional, una postura irreverente, no
conformista y, a la vez, consistente con una manera de pensar. Busca apelar el
lado creativo de los jvenes y refleja la personalidad curiosa, sensible, asertiva,
moderna, irreverente y poco convencional de Toulouse-Lautrec
Consiste en un sistema flexible y modular que tiene diferentes versiones del
logotipo, que varan segn la composicin, forma y color
Toulouse Lautrec
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Brand Identity(Aaker)
According to David Aaker ,the brand identity structure can bedivided in :
Central Identity
Includes the main associations that are the escence of thebrand and makes it unique.This identity , its associations must
keep constant to relate to new markets and products.
This central identity contributes to establish the value
proposition and the base of brand credibility.Some of theassociations may include: origin, authenticity,heritage and
personality as the most important ones
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Extended Identity
Includes elements and associations ,organized in significant
groups related to the central identity that give texture to the
global brand identity.
These associations that have secondary qualities, will beincorporated to the central identity, when the brand
penetrates new markets or segments and will enrich its core
identity
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David Aakers
Brand Identity
Model
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Identity Prism Kapferer
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Pepsi Prism-Kapferer
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Brand Manual
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New Identity Mc Donalds
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New Identity Mc Donalds
Target young people
More colors, modern and confortable aethetics
Drops red as its core color Changes ,better quality furniture, wooden and leather sofas
Mc Cafe generates demand in the evenings
Customers will stay longer due to better experience, feel more
confortable
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The new design shows that the marketingstrategy of the fast food giant is changing.According to Philippe Avanzi, it demonstrates
the difference between a fast food restaurantand a fast service cuisine restaurant (CBNWeekly, 11-02-2011)
Mc Cafe Case , impact as a brand association
to Mc Donalds
Mc Cafe vrs Bembos Cafe
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Brand Identity Nike vrs Adidas
http://issuu.com/amelbelacel/docs/adidasvsni
ke/4?mode=a_p
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http://www.studioa.com.pe/
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landor.com/#!/work/case-
studies/fedex/
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Group Homework
Aakers Brand Identity structure
http://www.studioa.com.pe/
http://www.studioa.com.pe/http://www.studioa.com.pe/