brand identity
TRANSCRIPT
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Session-2
Brand Identity –
The Cornerstone of Brand Strategy
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“A brand is the face of a business strategy.”
Scott Galloway
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Brand
What is a brand?
What is a product?
What is ‘brand associations’?
What is brand image?
What is meant by ‘current brand associations’?
What is brand positioning?
What is brand identity?
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Product vs. Brand
• Scope• Attributes
• Uses• Quality/
value• Functional
benefits
Product
Brand Organizational associations
Brand personality
Brand/Customer relationships
Self-expressive benefits
Emotional benefits
User imagery
Country of origin Symbols
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Brand identityBrand identity is the set of associations the brand
strategist (brand manager, marketing manager, marketing director, or could be a CEO, or the brand team) seeks to create or maintain.
Brand image is the brand’s current associations.
Brand Strategist’s Goal
Current Brand Image
Intended Brand Identity
• Strategic brand analysis• Brand identity development• Brand identity implementation
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Brand identity
A strong brand should have a rich and clear brand identity.
Brand identity is an essential pillar of a strong brand.
Brand identity is built on brand essence – a compact summary of what the brand stands for.
Essence (noun): The intrinsic nature or indispensable quality of something, especially something abstract, that determines its character.
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Brand Identity Planning Model
Strategic Brand Analysis
Brand Identity System
Brand identity Implementation System
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Brand Identity Planning Model
Customer Analysis• Trends• Motivation• Unmet needs• Segmentation
Strategic Brand AnalysisCompetitor Analysis
• Brand image/identity
• Strengths, strategies
• Vulnerabilities• Positioning
Self Analysis• Existing brand
image• Brand heritage• Strengths,
strategies• Organization
values
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Brand Identity Planning Model
Strategic Brand Analysis
Brand Identity System
Brand identity Implementation System
Brand Identity Planning Model
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Brand as Product
1.Product scope2.Product
attributes3.Quality/Value4.Uses5.Users6.Country of
origin
Brand Identity SystemBrand Identity
Brand Essen
ce
Core
Extended
Brand as Organization7.Organization
attributes (e.g., innovation, consumer concern, trustworthy)
8.Local vs. global
Brand as Person9.Personality (e.g.,
genuine, energetic, rugged)
10.Consumer/brand relationships
Brand as Symbol11.Visual image
and metaphors
12.Brand heritage
Value Proposition (Set of Benefits)>Functional >Emotional >Self-expressed
CredibilitySupport other
brands
Relationship
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Brand Identity Planning Model
Strategic Brand Analysis
Brand Identity System
Brand identity Implementation System
Brand Identity Planning Model
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Brand Identity Implementation System
Brand Identity Elaboration
Brand Position
The part of the brand identity and value proposition that is to be actively communicated to the target audience.
Brand Building Programs
Tracking
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Brand EssenceBrand essence is the core identity of the brand.
The core identity has two to four dimensions that compactly describe that summarize the brand vision.
The brand essence should resonate with customers and have the value proposition.
E.g., the Virgin brand essence has the dimensions of Service quality, Innovation, Fun and entertainment, and Value for money.
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Developing a Brand Identity System – Avoiding Common Mistakes
Creating Effective
Brand Identity System
1. Avoid a limited brand perspective
2. Link a compelling functional
benefit whenever possible
3. Ignore constructs that are not helpful
4. Generate deep consumer
insight
5. Understand competitors
6. Allow multiple brand identities
7. Make the brand identity
drive the execution
8. Elaborate the brand identity
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Next Assignment
• Next reading: Clarifying and Elaborating the Brand Identity
• Quiz from Brand Leadership and Brand Identity in 3rd (next) class
• Presentation by student ‘A’ on “Brand Identity, Positioning and Image of the selected product” in 4th class