New Stretegic Brand Management - Chapter 7

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  1. 1. Chapter 7: brand identity and positioning Produced by Kevin Almeida
  2. 2. Contents What is Brand Identity? Identity and Positioning The SIX facets of Brand Identity Sources of Identity : Brand DNA Building an inspiring Brand Platform Produced by Kevin Almeida
  3. 3. What is Brand Identity ? A Brand is the Vision that drives the creation of the products and services under that name. This Vision is the key belief of brands and its core value is called identity. Brand Identity is the source of brand positioning. Brand identity may be a recent notion, but many researches have already delved into the organizational identity of companies (Schwebig, 1988; Moingeon and Soenen, 2003) Produced by Kevin Almeida
  4. 4. Clearly defining Brand Identity What is the brands particular vision and aim? What makes it different? What need is the brand fulfilling? What is it brand crusade? What are its value or values? What is its field of competence? Of legitimacy? What are the signs which makes the brand recognizable? Produced by Kevin Almeida
  5. 5. Identity : Contemporary Concept Along with the new concept identity has emerged, todays problems are more complex. Currently living in a society saturated in communications. Consumer centricity. Understanding the brand identity. Technology is responsible for growing similarity. Produced by Kevin Almeida
  6. 6. Identity and Image Brand Identity Other sources of inspiration 1. Imitation 2.Opportunism 3. Idealism Signals Transmitted 1. Products 2. People 3. Places 4.Communication Brand Image Produced by Kevin Almeida Communication from competition and noise Sender Messages Receiver
  7. 7. Identity and Positioning Brand Positioning means emphasizing the distinctive characteristics that make it different from its competitors and appealing to the public. This results from an analytical process based on the below four questions; 1. A brand for what benefit? 2. A brand for whom? 3. The reason? 4. A brand against whom? Produced by Kevin Almeida
  8. 8. Positioning is a two stage process 1. Indicate to what competitive set the brand should be associated and compared. 2. Indicate what the brands essential difference and comparison to the other products and brands of that set. Produced by Kevin Almeida
  9. 9. Why Brands need Identity and Positioning The aim of positioning is to identify, and take possession of, a strong purchasing rational. How positioning is achieved? The Target the nature and psychological or sociological profile of the individuals. The frame of reference (FOR) is the subjective definition of the category, which will specify the nature of the competition. Decisive competitive advantage may be expressed in terms of a promise. Reason to Believe reinforces the promise or the benefit. Produced by Kevin Almeida
  10. 10. 8 headings to Brand Key 1. The competitive environment 2. The target 3. The consumer insight on which the brand is based 4. The benefits brought by the brand 5. Brand values and personality 6. The reasons to believe 7. The discriminator 8. The brand essence Produced by Kevin Almeida
  11. 11. Produced by Kevin Almeida
  12. 12. The SIX facets of Brand Identity Prism Physique PICTURE OF SENDER Self - Image CultureRelationship Personality Reflection PICTURE OF RECIPENT EXTERNALIZATION INTERNALIZATION Refer Page 158 - 164 Produced by Kevin Almeida
  13. 13. Sources of Identity Brand DNA Its up to each brand to pursue an ideal of its own. Identity research starts from the typical products endorsed by the brand, the logo, the country of origin, the advertisements and packaging. The purpose is to semiologically analyze the sending process by trying to discover the original plan underlying the brands objectives, products and symbols. Produced by Kevin Almeida
  14. 14. The power of Brand Names The brand name is one of the most powerful sources of identity. Experience indeed shows that brands become autonomous as they start to give words specific meanings other than those in the dictionary. With choice it demonstrated the Brands values. Produced by Kevin Almeida
  15. 15. Brand Characters Brands are a companys capital, emblems are a brands capital equity. An emblem symbolize brand identity through a visual figure. Its functions are; To help identify and recognize the brand To guarantee the brand To give the brand durability To help differentiate and personalized Emblem epitomize more than one facet of brand identity. Reduction of perceived risk, Brands personality, Brands value and culture. Produced by Kevin Almeida
  16. 16. Building an inspiring brand platform Each brand should have its explicit, concise and sharp written brand platform, making clear what it wants to stand for. The most known are; The simple positioning statement The footprint (used by J&J) The bulls eye (starting from brand essence) The Brand Key (Unilever) The Brand Pyramid The Mars Key (McDonalds Ladder) Produced by Kevin Almeida
  17. 17. Ten steps towards a Brand Platform 1. Why must this Brand exist? 2. Vision (The Brands long term vision) 3. Ambition (What does it want to change in peoples life) 4. What are our values? 5. Know-how (Its unique capabilities) 6. Heritage (Brand Truths) 7. Territory (Where can the brand legitimately provide its benefits) 8. Typical products or actions 9. Style and Language 10.Reflection (What image does the brand needs to render?) Produced by Kevin Almeida
  18. 18. Re-Cap What is Brand Identity? Identity and Positioning The SIX facets of Brand Identity Sources of Identity : Brand DNA Building an inspiring Brand Platform Produced by Kevin Almeida
  19. 19. QUESTIONS Produced by Kevin Almeida
  20. 20. THANK YOU Produced by Kevin Almeida