2. Br
nd !

3. Br
nd Identity
It represents how an organization wants to be perceived in the market
Brand identity is the noticeable elements of a brand (for instance -
Trademark colour, logo, name, symbol)
that identify and differentiates a brand in target audience mind
This signifies :
Thinking ,feeling & expectation of target market
A brand identity is a set of associations that a company tries to create or maintain. These
associations should reflect the values and strategy of the company. It should differentiate the
company from competitors.
It should reflect the durable qualities of a brand

5. Br
nd Image
Signifies what the brand presently stands for
Consumer’s perception about the product
This signifies :
Character
Mission
Impression
Vision
Brand image is the current view of the customers about a brand. An overall impression in
consumers’ mind that is formed from all sources.
When the consumers purchase the product, they are also purchasing it’s image.
Brand image is the objective and mental feedback of the consumers when they purchase a
product. Positive brand image enhances the goodwill and brand value of an organization.

6. High End Exclusive
Luxurious
Rich Sophisticated
Classic
Elite
Elegant

7. Affordable contemporary
Street smart
Chic Young Diffusion
fast

8. Br
nd Personality
Brand personality is the way a brand speaks and behaves
An INTANGIBLE human characteristic association
This signifies :
Brand Behavior
Personification
Expression
Traits
Brand personality sets the brand attitude. It is a key input into the look and feel of any
communication of that brand.
Indicates the kind of relationship a customer has with the brand

9. Dove as honest, feminist and optimist
Axe is masculine, seductive and unconventional
Apple is uncomplicated, sleek, simple and neat

10. Br
nd
Image
Identity
Personality
Do not mix… All three are different…
Brand Identity : How the strategist want the BRAND to be perceived.
Brand Image : How the BRAND is now perceived by target market.
Brand Personality : What actually the BRAND is.

11. Br
nd Personality
Celebrity Endorsements
Celebrity acts as a spokesperson authenticating brand’s claim
my extending his/her personality to the brand.

12. Br
nd Personality
Poll
Most favourite sports brand… and why?
-Reebok
-Adidas
-Nike
-Puma
-Fila
-Lotto
-Etc

13. Brand Personality : CASE

14. Nike - launched in 60s
Personality – ???
Reasons:
?
??
???

15. Nike - launched in 60s
Personality – high performance, achiever, winner, masculine
Reasons:
Cold war era
USA in the race to become super-power
Every American wanted to become Superman

16. Personality – high performance, achiever, winner, masculine
Associated with aggressive sports and sportsmen to define personality:
Basketball – Michael Jordan
Running – Michel Johnson
Sponsered NBA

17. 1980s – Entry in Europe
Brand personality percieved as ‘AGGRESSIVE & ARROGANT’
Europeans are more traditional, relaxed, fun, no race to become super-power

18. 1990s – Started to subtly change brand image and personality
TODAY:
Soccer and Golf have taken over Basketball and Running
Overall sports brand – sponsors Olympics and International sporting events
Added ‘responsible’ to its personality by starting major CSR activities
Became ‘fashionable for strong women’ to target women TG
Maria Sharapova & Serena Williams as brand ambassadors

19. INDIA
Official sponsor of Indian Cricket Team kit
Risk taking ‘Bleed Blue’ campaign in Cricket World Cup – 2011
Involved in other sports apart from cricket
Baichung Bhutia as brand ambassador

20. Please visit- www.troikaconsulting.in
talk@troikaconsulting.in