2 Brand Identity

Prof. Vikram Parekh on Brand Management

Brand Management

2Brand Identity


Brand Identity

What is Brand Identity?

The Identity Structure

Four Brand Identity Perspectives

Providing a Value Proposition

Providing Credibility

Brand-Customer Relationship

Working with Multiple Identities

Brand Identity Prism


Customers must recognize that you stand for

something

They laughed when I sat down at the piano – but

when I start to play . . .

Brand Identity


A person’s identity serves to provide

direction, purpose, and meaning for that

person. Consider how important the

following questions are: What are my core values?

What do I stand for?

How do I want to be perceived?

What personality traits do I want to project?

What are the important relationships in my life?


A brand identity similarly provides

direction, purpose and meaning for the

brand



“Brand identity is a unique set of associations

that the brand strategist aspires to create

or maintain. These associations represent

what the brand stands for and imply a

promise to customer from the

organization members”

David Aaker



• Eg. Lets take a company that has a very strong brand

identity

• Adidas is known to be one such company

• The brand strongly perceives itself to be a sporty, daring,

smart and enduring brand.

• If we look at the slogan, it says “impossible is nothing”

which shows what the brand means to itself

• The brand has a logo which is highly popular.

• The brand holds a product portfolio which calls for excellent

engineering, comfort and being futuristic

• This is what the company wants to show to the customer,

that is; this is what Adidas is



• Dove wants to create and identify purity.

• It calls itself a pure soap

• Now if you notice, Dove soap and facewash are white in colour

• The sigh of the dove is a white bird which itself is a symobol of

peace and purity

• In a world of hype and stereotypes, Dove provides a refreshingly

real alternative for women who recognise that beauty comes in all

shapes and sizes



• There are many ways through which a brand

puts forward its identity. They are:

Logos

Signs

Slogans

Symbols

Organizational mission and vision statements

Mascots

Product ragne

Product usages, etc



Brand identity is a unique set of brand

associations

Brand identity should help establish a

relationship

Brand identity consists of 12 dimensions

organized around 4 perspectives:

1.Brand as product

2.Brand as organization

3.Brand as person

4.Brand as symbol


Brand Identity










Brand Identity Planning Model

STRATEGIC BRAND ANALYSIS

Customer Analysis Competitor Analysis Self-Analysis

Trends

Motivation

Unmet needs

Segmentation

Brand image/identity

Strengths, strategies

Vulnerabilities

Existing brand image

Brand heritage

Strengths / Capabilities

Organization values


BRAND IDENTITY SYSTEM

BRAND IDENTITY IMPLEMENTATION SYSTEM




BRAND IDENTITY

Brand as product Brand as Organ Brand as person Brand as symbol

1. Product scope

2. Product attributes

3. Quality / value

4. Uses

5. Users

6. Country of orgin

7. Organization attributes (e.g. innovation, consumer concern, trustworthiness)

8. Local vs global

9. Personality (e.g. genuine, energetic, rugged)

10. Brand –customer relationships (e.g. friend, adviser)

11. Visual imagery & metaphors

12. Brand heritage

VALUE PROPOSITION CREDIBILITY

Functional benefits Emotional benefits Self-expressive benefits

Support other brands

BRAND – CUSTOMER RELATIONSHIP

Extended

Core




BRAND POSITION

Subset of the brand identity and value proposition

At a target audience

To be actively communicated

Providing competitive advantage

EXECUTION

Generate alternatives Symbols and Metaphors Testing

TRACKING


THE IDENTITY STRUCTURE

Brand identity consists of a core identity

and an extended identity

Core

Identity

Extended

Identity



The CORE Identity

It represents the

timeless essence of the

brand.

Johnson & Johnson –

trust and quality,

Rubbermaid – value and

innovation, Michelin –

advanced technology

tires



The EXTENDED Identity

It provides texture &

completeness.

The core identity of an

insurance company –

delivering “peace of mind”

and the extended identity

can be Strength (Prudential

or Fortis), Planning ahead for

retirement or emergencies

(Fireman’s Fund), and

Personal caring & concern

(Allstate, State Farm)



A Nike Brand IdentityThe CORE Identity

• Product thrust: sports and fitness

• User profile: top athletes, plus all those interested in fitness & health

• Performance: performance shoes base on technological superiority

• Enhancing lives: enhancing peoples lives through athletics

The EXTENDED Identity

• Brand personality: exciting, provocative, spirited, cool, innovative, and aggressive; into health and

fitness and the pursuit of excellence

• Basis for relationship: hanging out with a rugged, macho person who goes for the best in

clothing, shoes, and everything else

• Subbrands: Air Jordan and many others

• Logo: “swoosh” symbol

• Slogan: “Just do it”

• Organizational associations: connected to and supportive of athletes and their sports; innovative

• Endorsers: top athletes, including Michael Jordan, Andre Agassi, Deion Sander, Charles Barkley,

and John McEnroe

AMUL : Aaker’s Model

Extended

Available

Food

Brand

Essence:

Core

Value

Taste

IndianQuality

Pride

Variety

Milk


Brand Identity










4 Brand Identity Perspective

Brand as a product

Brand as organization

Brand as person

Brand as symbol


The Brand as a ProductAlthough strategists should

avoid the product-attribute

fixation trap, product-related

associations (like product

attributes, country of origin,

quality, uses, users, etc) will

almost be an important part of

a brand identity

The Product Scope

Visa (Credit card), Compaq

(Computers), Nokia (Phone),

Coca Cola (Soft drink), Laxme

(beauty products), Motorola

(mobiles), Kwality Walls (ice

creams), Bandaid (antiseptic

bandages)

FOUR Brand Identity Perspectives


The Brand as a Product

Product-related Attributes

McDonalds (Product

Consistency), Virgin Airlines

(free limousine service),

Samsung (health portfolio with

bio-fresh technology in

refrigerators), LG (golden eye

technology)




Quality / Value

Gillette (The Best a Man

Can Get), Starbucks

(provides finest coffee in

the world with integrity

and consistency), Loreal

uses the slogan Because

you are worth it, to

show its focus on high

class and quality

products




Associations with Use Occasion

Nike (owns the use context of

athletes looking to sustain a

high level of performance)

Clorox bleach (strongly

associated with the whitening

of cloth), like Ujala in India




Associations with Users

Eddie Bauer, for

example, offers

contemporary fashions

for the person with an

outdoor lifestyle. Gerber

focuses on babies




Link to a Country or Region

Swatch watches is seen as

Swiss, Mercedes, BMW, Opel,

Porsche and Audi (German

car as highly engineered

luxury automobiles),

Champagne means France,

Bloomingdale’s means New

York, Maruti, TATA, Infosys,

Wipro (represent India)



The Brand as ORGANIZATION It focuses on the attributes of the organization

rather than the product or service

This perspective include organizational

associations such as innovation and care for

customers

It also includes the local versus global

dimension

E.g. 3M (organizational attributes as

innovation), Johnson & Johnson (a drive for

quality), TATA (quality and assurance) markets

all its products under the TATA umbrella, each

product establishes in the mind the same brand

identity of quality and assurance as other TATA

products



The Brand as PERSON This is a 3rd perspective and includes the brand personality

dimension as well as the brand customer relationship dimension.

A brand personality suggest that there is a set of human

characteristics that can be associated with the brand like gender,

age, warmth, honesty, integrity, ruggedness, sophistication,

concern, etc

Brand personality is so useful that it is considered as a separate

element of Brand management

Firstly, Brand personality can become a vehicle for customer to

express his / her own identity. E.g., Harley-Davidson projects a

personality that is masculine, macho and freedom seeking

Next, just as human personalities affect the relationships between

people, brand personalities can be the basis of a relationship

between customer and brand, bands and insurance companies

try to show a friendly, competent and helpful personality to

attract the customers

Thirdly, a brand personality may help in communicating the

product attribute and thus contribute to a functional benefit. E.g.,

MRF muscle man show the strength of the product


Gujarat Ambuja Cement


The Brand as PERSON Upscale (Mercedes), competent

(SONY), impressive, trustworthy (Birla

Group), fun (Disney), active (Nike),

humorous, casual (Apple), formal

(Doordarshan), youthful (MTV), or

intellectual (CNBC)

Apple user might identify himself or

herself as casual, anti-corporate, and

creative. Dell computer might be

professional who helps with the tough

jobs; Levi Strauss a rugged outdoor

companion; Mercedes-Benz an

upscale, admired person; Hallmark a

warm, emotional relative



The Brand as SYMBOL

A strong symbol can provide cohesion and

structure to an identity. Symbols involving

visual imagery can be memorable and

powerful. Nikes “Swoosh”, the McDonalds

golden arches, the Kodak yellow, the

Mercedes-Benz emblem.

Symbols are more meaningful if they involve

a metaphor. The prudential rock is a

metaphor for strength (Gujarat Ambuja

Cement), Good Hands logo for reliable (LIC),

Green leafs for freshness (Reliance fress)

A vivid, meaningful heritage can represent

the essence of the brand.The U.S. Marines

draw on a rich, stored legacy with the tag

line “the few, the proud, the Marines.”


Gujarat Ambuja Cement


• Bajaj’s metamorphasis into a successful

motorcycle major came with a change in its

brand identity too. The 40 year old hexagonal

shaped logo was changed to a fresher abstract

B

• It represents style, technology, speed and

transparency

• Its blue colour represents Bajaj’s strength and

stabililty

• While Logotype is all capital Bajaj, whose look

presents perfection and precision engineering

• The slogan ‘distinctively Ahead’ projects its

philosophy of being distinct from others

• Bajaj’s older logo was ‘Humara Bajaj’ which

projected it as a possession of the whole family



Brand Identity










PROVINDING VALUE PROPOSITION

A brands value proposition is a statement

of the functional, emotional and self-

expressive benefits delivered by the

brand that provide VALUE to the

customer. And effective value proposition

should LEAD to a brand-customer

relationship and DRIVE purchase decisions


Functional Benefits• A benefit based on a product attribute that

provides functional utility to the customer

• For laser printers, functional benefits might be

their speed, resolution, quality, paper capacity,

or lack of downtime

• Volvo is a safe, durable car because of its

weight and design

• Huggies deliver comfort and fit, so leaks

are reduced.

• A BMW car handles well, even on ice

• Coke provides refreshment and taste

• Limitations of functional benefits: Product-

attribute fixation TRAP



Self Expressive Benefits We are what we have

Products & Brands can become symbols of a

persons self-concept

A brand can thus provide a self-expressive

benefit

A person may define himself or herself as:

Hip by buying fashions from the Gap

Sophisticated by using Ralph Lauren

perfume

Successful and powerful by driving a

Lincoln

Competent by using Microsoft Office



Brand Identity










Brand some times plays an

endorser role

Nike play endorser roles for

Nike Air Jordan

Chevrolet for Chevrolet

Spark

Kellogg’s for Kellogg’s Corn

Flakes, and

Sony for Sony Walkman

Maruti for Maruti Swift

Endorser brand’s primary role is

to provide CREDIBILITY for the

sub brand rather than a VALUE

PROPOSITION

PROVINDING CREDIBILITY


Brand Identity










It can be based upon a value proposition

Many brand – customer relationship emerge when

the brand is considered as an organization or as a

person

Organizational associations (such as concern for

consumers or for the environment) might translate

into a respect or liking that forms the basis for a

relationship.

Brand – Customer Relationship



Customer Analysis Competitor Analysis Self-Analysis


BRAND IDENTITY

Brand as product Brand as Organ Brand as person Brand as symbol

VALUE PROPOSITION CREDIBILITY

Functional benefits Emotional benefits Self-expressive benefits

Support other brands

BRAND – CUSTOMER RELATIONSHIP

Extended

Core


BRAND POSITION

Subset of the brand identity and value proposition

At a target audience

To be actively communicated

Providing competitive advantage

EXECUTION

Generate alternatives Symbols and Metaphors Testing

TRACKING


Brand Identity










In some cases, a brand identity is

so persuasive and universal that it

will work in all markets.

British Airways expects its “World’s

Favorite Airline” tag line to work

throughout the world.

Coca-Cola also has long used a core

identity across segments and

countries.

The Levi’s identity needs to be

adapted to Europe and Japan

(where it is seen as “them” rather

than “us”, and upscale rather than

utilitarian)

MULTIPLE BRAND IDENTITIES


Brand Identity










BRAND IDENTITY PRISM

Kapferer uses an identity

prism to describe bradn

identity from a sender

perspective and receiver

perspective in 6

dimensions

The left side of the prism

is intended to project

outward nad externalize

the brand, its physique,

relationship and

reflection

The right dimensions

transfer in, internalizing

the brand

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CultureSet of values feeding

the brand inspiration

PersonalityCharacter

Self – image Own internal mirror

PhysiqueSalient objective features

RelationshipTransactions & exchanges

ReflectionCustomers outward mirror



Physique of the Brand (EXTERNALIZATION)

This is the backbone, the most comprehensible value of the

brand. It consists of external attributes, forms and colours

A brand’s physical quality, its physique, is made up of a

combination of either salient objective features or emerging

ones

The first step in developing brand is to define its physical

aspect: what it is, what it does and what it looks like.

Modern packaging tends to standardize brands, making them

all clones of one another. This is why Coca-Cola uses the image

of its traditional bottle: to remind Coke fans of its roots

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Personality of the Brand (INTERNALIZATION)

Creating a personality aims to describe the brand in

such a way that it is possible to associate how the

brand would be as a person. Personality is the brad’s

soul.

The simplest method is to give the brand a real or

symbolic spokesperson. Since a brand gradually builds

up character through communication, it has a

personality of its own

The way a brand speaks of its products or services

shows what kind of person it would be if it were human

E.g., Amul chose the friendly moppet which is still very

popular. MRF chose the muscleman to signify its

strength. Pillsbury chose the doughboy to convince

mothers to try ready made dough

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Culture of the Brand (INTERNALIZATION)

The culture aspect includes both the culture

that the physical product communicates and

the messages carried in the media

This is the key to understanding the

differentiating various brands, for e.g.,

communicating the country of origin or the

connection between the brand and the

company through use of the same name

Brands like Coca-Cola, IBM , TATA motors first

small car TATA Indica to establish the identity

of a completely Indian car, even for TATA

Nano

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CultureSet of values feedingthe brand inspiration








Brand as Relationship (ENTERNALIZATION)

The brand is often a relationship when it acts as

an intermediary in an exchange between tro

people

This is true of both products and services, but

primarily services, which are by definition a

relationship. The relationship binds together the

brand and its customers

E.g., Nike relates to specific cultural values, to the

Olympic Games and to the glorification of the

human body. It also suggests another relationship,

based on provocation, it encourages us to let

loose: Just do it.

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The Self-image of the Brand (INTERNALIZATION)

This comprises of the consumer’s inner image of the brand.

The consumer creates a relationship to himself through the

brand, as an internal mirror

These dimensions define not only the brand identity, but also

the limits of the aspects that can be changes or developed,

that it, one aspect can be mirrored in anotherEXT

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Brand as a Reflection (ENTERNALIZATION)

A brand will always tend to build up a reflection or an image of

the buyer or user, which it seems to be addressing; thus a brand

is a reflection

This reflection is not to be confused with the target segment of

the brand. Whereas the target segment is the group of potential

purchasers of the brand, the brand as a reflection displays the

image that the consumer wants to be seen after purchasing or

using the brand

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These 6 facets, as well as the boundaries, define the identity of a brand.

These facets are interrelated and form a well-structured entity. Thus, the

content of one facet echoes that of another.

Since brands can only exist if they communicate, the prism concept derives

from the assumption that brands have the gift of speech

The facets to the left – physique, relationship and reflection – are the social

facets, which give the brand its outward expression. All 3 are visible facets

To the right, the facets are personality, culture and self-image, which are

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BRAND IDENTITY PRISMEXT

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Sample BRAND IDENTITY PRISM

CultureAristocratic ideals

Sophistication & simplicity

Sport and classicism

Individualism

PersonalityWell balanced

Authentic

Serene

Self – image I am discreetly elegant

I am always correct although casual

PhysiqueCrocodile

Colours

RelationshipValorisation

Accessible

ReflectionThey are non-conspicuous

men and women having

real class

LacosteShirt 12x12

(Chic)


Sample BRAND IDENTITY PRISM

CultureTypical

Discreet

American

Luxury

PersonalityAmerican way of life

Boston elitism

Self – image I belong to my time

I am fashionable

I am the elite

PhysiqueSelf-assured, dynamic

Proud, energetic

RelationshipSocial, Distinctive

Exclusive

ReflectionThey are comfortable, young men

of good social standing, nice

rich: ideal son-in-law

Ralph LaurenPolo

(SUCCESS)


Physique :

Taste, QualityPersonality :

Simple, Indian

Self-Image :

Proud Indian, Fun lovingReflection :

Value Oriented

Culture :

Co-operative, Sharing

Relationship :

Sociable

AMUL : Kapferer’s Prism

AMUL

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Mahindra Bolero

Physique:

Good looking rugged vehicle

with car like comfortPersonality :

Young, Vibrant

Sophisticated

Self-Image :

Free

Someone who enjoys life

Reflection :

Yappy, City dweller

and sporty

Culture :

Breaking free with a

modern outlook

Someone who pushes

very hard

Relationship:

Fun outdoor

companion

Mahindra

BOLERO

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Mahindra Scorpio

Physique :

International

looks; power car

like comfort

Personality :

Powerful; in-control;

sophisticated

Self-Image :

Cut above, expect the best from life

because nothing else will do

Reflection :

Successful new economy business

Man, self made

Culture :

Living life at one’s

own terms

Relationship :

An extension of his

life style. Young, modern,

premium, city companion

Mahindra

SCORPIO

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The understanding and management of brand identity are

keys to building strong brands and thus creating brand

equity. We have learned an overview of brand identity – in

other words, what a brand stands for.

A brand identity potentially consists of 12 elements

organized around 4 perspectives: the brand as product,

organization, person & symbol. The brand identity

structure includes a core and extended identity

The Brand Identity Prism has six facets: Physique,

Relationship, Reflection, Personality, Culture, & Self-image

R E C A P: Brand Identity

2 Brand Identity

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