Lecture_3_Brand_Identity.pptx

8/10/2019 Lecture_3_Brand_Identity.pptx

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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/
http://www.studioa.com.pe/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/

Lecture_3_Brand_Identity.pptx

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