What is Brand identity & Brand Image? Brand Identity Essence.

1. BRAND IDENTITY
 It is a unique set of Brand Associations that the strategists
aspire to create or maintain.
 These associations represent what the brand stands for &
imply a promise to customers .
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2. Brand Identity?
Aspiration
External brand image
For internal communication
Brand Identity

3. Why Brand Identity?
Externally
Shapes our brand image
Provides basis for relationships and choice
Internally
Stimulates programs and prioritize initiatives
Inspire people

4. THE ESSENCE OF BRAND IDENTITY
 What is its individuality?
 What are its long – term goals & ambitions?
 What is its consistency?
 What are its values?
 What are its basic truths?
 What are its recognition signs?
4

5. Product
- Scope
- Attributes
- Quality
- Uses
Org. Association
Brand
personality
Symbols
Brand
Cus.Relationship
Emotional
relationship
Country
Of origin
User
imagery
Self expressive
benefits
BRAND IDENTITY
5

6. Brand Identity Principles
 Multiple dimensions—not just a three word
phrase
 No restrictions—beyond attributes/benefits
 Dimensions are prioritized
◦ Core identity—more important elements
 Source of differentiation, resonance, and strategy
 Drive major programs, initiatives
◦ Extended identity provides texture and
completeness—helps determine what is on-brand
 Essence—Optional
 Internal communication
◦ vs. position/tagline—what we communicate
externally now

7. Culture
INTERNALISATION
Relationship
PICTURE OF
THE RECIPENT
PICTURE OF
THE SENDER
EXTERNALISATION
BRAND IDENTITY PRISM
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8. Research problem:
How have Adidas
used the instrument
Branding, and which
roll did it play in the
competition between
Adidas and Nike?

9. Physical product Personality
Culture
Self imageReflection
Relation
Brand Identity Prism - Nike
Sports and
fitness
Like Jordan, Woods…
American
Just do It!
Cool
”Athlete”
Success,
Provocative,
Achiever
High performer,
Excellence

10. Physical product
Sports and
fitness
Personality
Traditional, Conser-
vative, Collective
Culture
European
Traditional
Self-Image
Relates more to
competing than to
winning
Reflection
True sportsmanship
Strong work ethic
A good team player
Relation
Quality and
Heritage
Brand Identity Prism - Adidas

11. BRAND
ESSENCE
Brand positioning
Strategic personality
TOTAL BRAND IDENTITY
Brand name
Mktg. comm.
Promotion
Logo/
Graphic
CORE OF THE BRAND IDENTITY
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12. EXPLORING BRAND IDENTITY SYSTEM:-
1. WHAT ?
2. HOW ?
3. WHY ?
HOW TO BUILD A POSSIBLE BRAND IDENTITY:-
1. Objectives.
2. Brand opportunities.
3. Brand positioning & Brand personality.
4. Drive identity possible contact points.
12

13. Chapter 9 - Building and
Managing Brand Equity PPT 9-13
Identify What to Stand for
Straightforward
Diversified
Perspective
Flexible
Risk-Sharing
Partner
World-Class
Resourceful
Technology
that Works
Broad
Capability
In-Depth
Understanding
Of Customers
Best-of-Breed
Value
Creation
Collaborator
Informal
Competent
Confident
Team
Oriented
Gets Job
Done
Global
Local People
Culture
World
Health
Open
Communication
Experienced
Multi-Cultural
Committed
To Excellence
Dynamic
Bold
Without
Arrogance
B-to-B Service Company
Partner
With Customers
Customized
Solutions
Close to
Customers
Geographically &
Culturally

14. Chapter 9 - Building and
Managing Brand Equity PPT 9-14
Simple
As Dell
Value for
Performance
Customization
Incredible Service
Dell Responds
Direct Model
Latest
Technology
Close to Customer
Understands needs
• Equipment
• Communication
Personality
Competent, Successful
Serious (not Apple)
Approachable

15. Chapter 9 - Building and
Managing Brand Equity PPT 9-15
Use only constructs that are helpful and fit!
Do not feel compelled to use all dimensions!
Guidelines

16. Identify Brand Identity Elements
Team
Solutions
Close to
Customers
Geographically &
Culturally
Collaborative
Partner
With Customers
Cluster & Label—Try different combinations
Customized
Solutions
Open
Communication
Close to
Customers
Geographically &
Culturally
Customized
Solutions
Collaborative
Partner
With Customers
------------------------------------------------------------------------------------------------------.

17. Chapter 9 - Building and
Managing Brand Equity PPT 9-17
Identify Brand Identity Elements
Spirit of
Excellence
Worldly
but Informal
Technology
That Fits
Confident,
Competent
Support
World HeathGlobal Network
Of Local Experts
Open
Communicator
Team
Solutions
Cluster and Label

18. Chapter 9 - Building and
Managing Brand Equity PPT 9-18
Identify Core Identity Elements
Spirit of
Excellence
Worldly
but Informal
Technology
That Fits
Core Identity
Confident,
Competent
Support
World HealthGlobal Network
Of Local Experts
Open
Communicator
Team
Solutions
Core—Most Important

19. Chapter 9 - Building and
Managing Brand Equity PPT 9-19
The Brand Essence
Spirit of
Excellence
Worldly
but Informal
Technology
That Fits
Core Identity
Commitment to
Excellence—anytime,
anywhere, whatever it
takes
Confident,
Competent
Support
World HeathGlobal Network
Of Local Experts
Open
Communicator
Team
Solutions
A compact theme or concept that represents
much or all of the core identity

20. Chapter 9 - Building and
Managing Brand Equity PPT 9-20
The Brand Essence
Essence: A compact theme or concept that represents
much or all of the core identity—for internal communication
vs. Tagline: Summarizes the position—for external communication
Tagline can be but rarely is the essence
Do you Yahoo?
Did somebody say McDonald’s
Like a rock (Chevy Trucks)
Essence can be
understated
Just works better
focused on functional benefits
German engineering (VW)
Casual luxury (Banana Replubic)
focused on emotional benefits
Power to be your best (Apple)
Do more (American Express) Note the dual meaning

21. PPT 9-21
Nike Core Identity & Essence
Brand Identity Model™
Performing
at Your
Best
 Brand Essence
◦ Performing at Your Best
 Core Identity
◦ Excellence/Winning
◦ Exhilaration
◦ Individual Success
◦ Technological Advancement
Illustrative
ExhilarationExcellence
Technological
Advancement
Individual
Success

22. PPT 9-22
Brand Identity Objectives
• Resonate
• Differentiate or reflect points
of parity
• Have or Gain Credibility
• Reflect Strategy
• Have Clarity

23. PPT 9-23
Resonate with Customers
Team
Solutions
Resonance—it should matter to customers & add value
e.g. Customer now demand total solutions
Close to
Customers
Geographically &
Culturally
Anticipate
Needs
Customized
Solutions
Collaborative

24. Chapter 9 - Building and
Managing Brand Equity PPT 9-24
Differentiation/Points of Parity
Team
Solutions
Collaborative
Differentiation—Unique or different assets and programs
e.g. Multi-cultural staff
Parity—dimensions on which the brand needs to be
perceived as adequate so that competitor brand
strengths are neutralized
Close to
Customers
Geographically &
Culturally
Anticipate
Needs
Customized
Solutions

25. Chapter 9 - Building and
Managing Brand Equity PPT 9-25
Credibility—Proof Points &
Strategic Imperatives
Proof points—Existing strengths and programs that provide credibility
e.g. Have the organizational scope and capability to do it all
Team
Solutions
Close to
Customers
Geographically &
Culturally
Anticipate
Needs
Customized
Solutions
Collaborative
Strategic Imperative—Assets and Programs needed to deliver future
credibility
e.g. Build incentives—team behavior and culture; reduce arrogance

26. Chapter 9 - Building and
Managing Brand Equity PPT 9-26
Reflect the Strategy
Team
Solutions
Reflect strategy—it should reflect the strategy direction and initiatives
e.g. the firm is committed to breaking down silos
and creating a seamless systems solutions
Close to
Customers
Geographically &
Culturally
Anticipate
Needs
Customized
Solutions
Collaborative

27. 27
BRAND MANAGEMENT THR’O MINIMISING GAPS
Brand Identity
Gives rise to
Brand
reputation
Providing
info. that
enables fine
tuning

28. BRAND IMAGE
Brand
Image
Image of
Maker
Image of
Product
Image of
user
Brand
Equity
Image of
competing
Brands
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29. 29
TWO COMPONENTS OF THE BRAND IMAGE
Brand
Association
(product, service,
Org.,
characteristics)
Brand Persona
(Human
characteristics)
Brand
Image