5_brandidentity&positioning.pdf

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Brand Management

MK542E

Brand Identity and Positioning

Dr. Dildar HussainAssistant Professor

E! "ennes #$ool of Business

%ffi#e &o. '2(

dildar.$ussain)es#*rennes.#om

Overview

"e#a++ing ,rand #om+onents

Ma-e u+ of ,rand identity its system and fa#ets

Brand +ositioning and its role in mar-eting mi/

Learning Objectives

0nderstanding ,rand +ersonality and ,rand image

0nderstand $o1 a ,rand image is ,uilt

0nderstanding role of ,rand +ositioning in t$e mar-eting mi/

Dis#uss different ,rand +ositioning strategies

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!$a+ter %erie1

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"ame

&ame of an organiation and9or +rodu#t

&ame #ould ,e des#ri+tie e+onymous suggestie

or fan#iful

Logo

;ogo #an ,e t$oug$t as flag < distin#tie memora,le and

signaling alue

6y+es of logo in#lude mar-s 7gra+$i# sym,ols:

logoty+es 7name and sym,ol #om,ined in a s+e#ifi# 1ay:

and 1ord mar-s 7#onsisting +rimarily on ty+ogra+$i# andfo#using on name rat$er sym,ol

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Brand Identity Elements *

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Tagline

%ften referred to as slogan

A s$ort er,al +$rase t$at #an sere a num,er of +ur+oses

Proiding des#ri+tie information

Kinds of #ustomers t$e #om+any9+rodu#t seres

6y+i#ally $as a +redefined relation to t$e logo

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#esign $ystem

6$e organied system t$at #reates #om+anies and t$eir ,rands re#ognia,le and re+eata,le

isual identity

6$is in#ludes distin#tie #olor +alette ty+ogra+$y

e#ondary gra+$i#s or s+e#ifi# style of illustrations

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Brand Identity Elements * 2

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According to %apferer &'(()*+ brand identity as si, facets

Brand pysique

It in#ludes tangi,les li-e a++earan#e of t$e ,rand

$a+e of t$e !o-e ,ottle +ur+le +a#-aging of !ad,ury et#.

Brand -ulture

Part of t$e ,rand from 1$i#$ it dra1s ins+irations

!alifornian innoation for A++le and #a+italism for Ameri#an E/+ress

Brand +ersonality des#ri,es ,rands in terms of $uman

#$ara#teristi#s

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Brand Identity a#ets *

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Brand relationsip

Brand3s a,ility to #onne#t 1it$ +eo+le

It #an sometimes ,e seen as a loer

!om+are IBM and A++le ,ot$ #onne#t 1it$ different ty+e of +eo+le

Brand reflection

C$o is +er#eied to use t$e ,rand

&i-e < not only s+orty ,ut also a trendy youngster

$elf.image

!onsumers often ,uy ,rands to refle#t t$eir identity

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Brand Identity a#ets *2

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Brand personality

Brands $ae +ersonalities in mu#$ same 1ay as $umans

Brand +ersonality des#ri,es ,rands in terms of $uman

#$ara#teristi#s

Brand +ersonality is seen a alua,le fa#tor for #reating

and maintaining a ,ond 1it$ #ustomers

ie fa#ets of ,rand +ersonality

in#erity 7do1n to eart$ $onest 1$olesome #$eerful:

E/#itement 7daring s+irited imaginatie and u+ to date:

!om+eten#e 7relia,le intelligent and su##essful:

o+$isti#ation 7u++er #lass #$arming:

"uggedness 7outdoorsy toug$:

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Brand Identity a#ets * '

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Linked to concept of corporate brand

A strong identity is important for transmitting

a consistent internal and e,ternal image

among stakeolders

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!or+orate Identity

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-onsumer/ perception of a brand

Less likely to ave only one brand image

According to $igmund 0reud+ ego and superego control

to a large e,tent te image and personality tat people

would like oter to ave of tem

#imensions of brand image

un#tional

ym,oli#

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Brand Image

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Brand image building represents wat potential buyers register and retain about te

company or its products

A brand image can be built via integrated marketing communication+ wic includes

Adertising

ales +romotion

+onsors$i+

A#tiities

6$e Internet

Dire#t mail

Bro#$ures

Arti#les stories et#.

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Brand Image Building

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-oerence

&eed to $ae a #o$erent +osition

A ,rand +ositioned as +remium ,ut not aaila,le in

$ig$ image stores >>>>>>

-ommitment

&eed to stay #ommitted to +ositioning

ometimes ,rands try to target more t$an one segment

7,rand e/tension stret#$ing: for s$ort term ,enefits

#urability . brands are not built overnigt

-larity 5 troug communication and a clear position

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!riteria for u##essful Positioning *2

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Based on market segmentations

Age

Gender

Edu#ation

o#ial #lass

"a#e

"eligion et#.

Based on ) Ps

Produ#t features

0sage

Benefits et#.

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Brand Positioning trategies

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Per#e+tual Ma++ing * '

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#raw a perceptual map of at least 7 international brands

Airlines

Automobiles

-ell pones

Laptop computers

$upermarkets

!otels

0ast food restaurants

0renc Business $cools

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Per#e+tual Ma++ing E/er#ise

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#8LL -O9PUT84

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!ase tudy

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