BRAND IDENTITY PRISM FOR

ADIDAS AND VODAFONE

ANSHU YADAV

RAKESH KATARIA

RITUPARNA NEOG

SUBHASMITA PANIGRAHI

NIFT,MFM-2ND SEM

What is a Brand?

A brand is a”name,term,sign,symbol,or design, or a combination of them,intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”-American Marketing Association(AMA)

It depends on the perspective you look at it from….

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To the CEO’s and the likes it represents a unique timeless idea!!!

For a consumer brandis a set of perceptions,Associations and the likes…

What is a Brand Identity?The visual aspects that form part of the overall brand.

A brand identity represents your company's values, services, ideas and personality.

CORE IDENTITYEXTENDED IDENTITY

Brand experience

External Internal

BRAND EXPERIENCE INCLUDES

EXTERNAL INTERNAL

Name Logo Advertising Brand Identity Environments Products & Service

Business Process Customer Relations Brand Values Training Quality Staff Motivation Recruitment

Policies Technology

Brand Identity Prism based on Kapferer’s model and the 6 dimensions in it…

EXTERNALISATION

INTERNALISATION

CONSTRUCTED SOURCE

CONSTRUCTED RECEIVER

THE 6 KEY DIMENSIONS• Physical

– Product features, symbols & attributes

• Personality– Character & attitude

• Relationship– Beliefs & association

• Culture– Set of Values

• Reflection– Customer’s view of the brand

• Self-Image– Internal mirror of customer as user of brand

Adidas and Vodafone to represent the Brand Identity Prism

Consist of 3 companies: Adidas Reebok Taylor Made

Adidas Purpose:◦ The production and distribution of apparel, footwear and

equipment for sports and leisure as well as of products of adjoining fields, furthermore the commercialization of the registered trademark Adidas.

Adidas Mission:◦ To be the leading sports brand in the world.

The Adidas brand attitude “Impossible is nothing” drives all of their brand communication initiatives and it helps them strengthen the Adidas brand’s bond with the consumer.

Adidas

Picture of Sender

Picture of Receiver

PersonalityTraditional,

conservative, collective

PhysiqueSports and fitness

RelationshipQuality and heritage

CultureEuropean, Traditional

Internalization

Externalization

ReflectionTrue sportsmanship, A good team player,

Strong work ethic

Self ImageRelates more to

competing than to winning

Picture of Sender

ADIDAS

EXTERNALISATION

INTERNALISATION

PHYSIQUE An exterior tangible facet

communicating physical specificities, color, form and brand qualities. Physique is the starting point of branding and therefore it forms the brands backbone.

SPORTS FITNESS

PERSONALITY An internal intangible

facet which forms the character, soul and brand personality which are relevant for brands.

TRADITIONAL CONSERVATIVE COLLECTIVE

CULTURE Symbolizes the

organization, its country of origin and the value it stands for-

EUROPEAN TRADITIONAL

Pepe Reina, Xabi Alonso, Jamie Carragher and Steven Gerrard show off their new Adidas kits back in 2006, when Liverpool unveiled a new deal

RELATIONSHIPThe way the brand

connect to its customers

QUALITY HERITAGE 

REFLECTION An external intangible facet

reflecting the customer as he or she wishes to be seen as a result of using a brand. So called: the target outward's mirror.

GOOD SPORTSMANSHIP TEAM PLAYER STRONG WORK ETHIC

Stella Mc Cartney campaign

SELF IMAGE An external

intangible facet reflecting the customer attitude towards the brand. So called: the target internal mirror 

COMPETITING

CORE IDENTITY Product thrust – sports and apparel User profile

EXTENTED IDENTITY

BRAND PERSONALITY APPAREL SPONSORING

PRODUCTS Pre –paid cellular connection Pre –paid recharge cards Top –ups Vodafone post paid Calling cards Vodafone P.C.O

services Tunes & downloads Entertainment Sports Devotional News updates Astrology Finance Travel Mail,messaging and more Bill info Miscellaneous

Adidas

Picture of Sender

Picture of Receiver

PersonalityWarm, friendly,helpful and reliable

PhysiqueNetwork and connectivity,pug,Zoo zooRed color, offers

RelationshipHelpful,Togetherness

CultureUsers empowerment

Internalization

Externalization

ReflectionAn animal lover and a lovable person

Self ImagePerson who is ready to help ,easy going and keeps in touch with his/her friends

Picture of Sender

VODAFONE

EXTERNALISATION

INTERNALISATION

PHYSIQUE An exterior tangible facet

communicating physical specificities, color, form and brand qualities. Physique is the starting point of branding and therefore it forms the brands backbone.

NETWORK & CONNECTIVITY RED COLOR ZOOZOOS PUG OFFERS

PERSONALITY An internal intangible

facet which forms the character, soul and brand personality which are relevant for brand

WARM FRIENDLY HELPFUL RELIABLE

CULTURE Symbolizes the

organization, its country of origin and the value it stands for-

USERS EMPOWERMENT

RELATIONSHIPThe way the brand

connect to its customers

HELPFUL TOGETHERNESS

REFLECTION An external intangible facet

reflecting the customer as he or she wishes to be seen as a result of using a brand. So called: the target outward's mirror.

AN ANIMAL LOVER A LOVABLE PERSON

SELF IMAGE

An external intangible facet reflecting the customer attitude towards the brand. So called: the target internal mirror

PERSON WHO IS READY TO HELP

EASY GOING COOL  A PERSON WHO KEEPS IN

TOUCH WITH HIS FRIENDS

CORE identity Product thrust – network and

communication Service – reliable Power to user

EXTENDED IDENTITY BRAND PERSONALITY – WARM , VIBRANT BASIS FOR RELATIONSHIP – HELPFUL

PUG, EMOTIONAL CONNECTION WITH ZOO ZOO

SLOGANS