Lecture 9

Brand Identity

• Brand Identity is not just brand image , which is a set of positive and favorable psychological overtones.

• It’s a promise to a customers conveying some values from the organization.

Brand identity is not just------------

• Brand Identity Is not Limited to

» Positioning Brand AttributesCustomer

perception

Image

Dimensions of Brand IdentityBrand Identity

•Organization attributes(e.g

Innovation genuine

Consumer Care etc)•Local vs Global

•Product scope•Product attributes•Uses•Users

•Country of Origin

Brand as a symbol

Brand as person

Brand as organisation

Brand as Product

•Personality (energetic

rugged)•Brand

customer relationships•(friends advisor)

•Visual imagery and

metaphor•Brand

heritage,

Brand Identity of Pond’s

• Country of origin-USA• Corporate association HUL.• Brand Users-feminine (as per gender)• Emotional Benefits- skincare, freshness,

fragrance etc.• Self expression- Self confident woman.• Symbols-Flowers Pink,Lavender etc.

Perspective Dimensions Remarks

Brand as Product Product class association

Attributes

Quality

Users

Country of origin

Name evokes Product class skin care and cosmetics.

Pond’s protects the skin , nourishes and is sensitiveQuality products at an affordable priceYoung vivacious women and matured girls.

Organization Organizational attributes HUL stands for quality ,Largest Packaged mass consumption of goods company.

Brand personality

Symbol

Brand as a person

heritage

Self confident and achiever matured assertive but not aggressive woman

Pink and Lavender Colors, And 50yrs old Brand.

INNER AND OUTER IDENTITY

• Core Identity• Extended Identity and • Value proposition

Core Identity

• Pepsodent-Germ Fighter• Colgate- Cavity, Tooth Decay• Promise –Clove oil• Lux-complexion and Beauty soap of stars• Ponds Beauty in -“U”• Bournvita-Brain devlopment• Boost-Stamina• Complan- Height.

Brand Identity and Brand Image

• Brand Image- refers to the way the audience (or the consumers interpret the brand.)

• Brand Identity -refers to the way the brand was conceived –its meaning values and set of beliefs.

Brand identity and Brand Image

Brand Identity• Passive, retrograde

(conservative, Traditional)

• Tactical, short Term

• Fleeting, ephermal

Brand Image• Active .Futuristic(Innovative)

• Strategic; Long Term

• Quintessential

Brand Identity vs. Brand Positioning

Brand Identity

• Forms the basis for strategies both current and future .

• Provides guidelines framework for developing the product range

• Symbolizes what the brand aspires to be (i.e.)a more comprehensive definition of brand.

• Specifies the limits of positioning strategy

Brand Positioning

• Deals with current strategies (regarding communication)

• Tackles every products class or category under the brand individually

• Symbolizes what the brand is!

• Creates specific positioning propositions for the brand.

Brand Identity Prism Model

• The model proposes that every brand is born without any specific identity(and hence with a much greater degree of freedom. it assumes a character and identity

• It identifies what a brand is i.e. explains what it signifies ,It also set limits for the brand and it is

within this boundary that the brand has to operate.

Facets of Identity Prism

• Physique• Personality• Culture • Relationship• Reflection• Self Image.

Kapfereer’s Brand identity prism

Phsique;Like Dettol has a personality of being an antiseptic germical Liquid .

Personality;-Mother’s recipe evokes the image of a grandmotherly Lady.

Culture; Culture is a result of Brand association with a region or its country of Origin.

Relationship; Jhonson&Jhonson showing the deep bonding of a mother with her child.

Reflection;-L'Oreal showing independent woman , trendy and demands the best for herself .

Self Image;

Kapfereer’s Brand identity prism

• Brand as a product.• Brand as a organization.• Brand as Person.• Brand as a symbol