Amity Business School

Brand identity

By :-Pallavi Chaudhary

Divya PundeerKaushik Sarkar

Amity Business School

Amity Business School

Amity Business School

Reasons to Get an ‘ID’

• Visibility • Credibility • Appearance• Retention • Differentiation• Stability • Support

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• According to Jean-Noel Kapferer, identity precedes image. An obsession with image tends to attach greater importance to appearance than to inner reality. But brand identity is a richer, more substantial concept to embrace.

• According to David A. Aaker,Brand identity is a unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers from the organization members.

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FlamboyantFrivolous (at the same time)Professional

ZestYouthLuxury

ExclusiveLoyalMesmerizing

Young MindedLuxury SeekingSuccessful Person

Glocal ValuesPassion for SuccessPromise of Growth

ChicRegalPage 3 Persona

Brand Identity Prism of Kingfisher

Source: The Icfai Journal of Brand Management, Vol. IV, No. 4, 2007

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Aaker’s Brand Identity ModelBrand as a good

• 1. Limits of a good• 2. Features of a good• 3. Quality/equity• 4. Experience• 5. Consumers• 6. Country producer

• Fevicol is synonymous with adhesives in India. A

strong link is developed to the product class.

• Fevicol Champion’s Club (FCC)

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Brand as an Organization

• 7. Features of a company

(novelty, care about consumers, reliability)

• 8. Local versus global

• Nokia Group the Finland-based manufacturer of

mobile phones has been steadily working on its

corporate brand name.• It brought together the

technology and human side of its offer in a

powerful way • Sense of trust and consideration by the

company,

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Brand as a personality• 9. Personality (sincere,

active, reliable)• 10. The relationship of

brand and consumers

• Kingfisher brand is based on Mallya‘s personality.

• Vijay Mallya, the flamboyant CEO of

United Breweries - the company that owns the

Kingfisher brand - is one of the most flamboyant

CEOs in Asia.

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Brand as a symbol• 11. Visual associations

and a number of metaphors.

• 12. Brand inheritance

• Airtel is a recognized as a brand which satisfies the

esteem need and the social need.

• It is associated with high level of social value.• Airtel encourages everyone to be more

involved in building relationships and spread

the happiness.

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Brand Identity - Airtel

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What is Airtel’s New Brand Identity all about :-

- Dynamism - Global Appeal- More youthful - Better service quality

& advanced technology

Source – file:///E:/academics/PBM%20-%20Airtel/Reinventing%20brand%20Airtel.htm

Amity Business SchoolBrand Name

“Our new brand identity along with the new vision will help us to serve our customer in the best possible manner, living our brand values of being alive, inclusive and respectful.”                                                    SanjayKapoor     CEO (India and south Asia)

http://shibakumarsethy.blogspot.in/2012/02/latest-brand-review-on-airtel.html

Amity Business SchoolChanges in the logo

Amity Business SchoolAirtel’s New Logo

• Airtel launched its new-fangled logo and a new signature tune.

• It was outlined as a “youthful” brand and international in appeal.

http://shibakumarsethy.blogspot.in/2012/02/latest-brand-review-on-airtel.html

Airtel’s signature tune ringtone_30_secs.aac

Amity Business SchoolTagline

Power to keep in touch

Touch tomorrow

Live every moment

The Good Life

Express yourself

http://www.hindu.com/businessline/2000/12/20/stories/152039ff.htm

Amity Business SchoolBrand Ambassadors

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Amity Business SchoolKapferer Prism

Brand Identity - Airtel

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• Physique –

• Symbol• Color• Logo

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• Personality – The changed brand identity

of Airtel depicts it’s

Innovative and dynamic

personality which can easily

customize and adapt to

changes.

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• Culture –

The new brand identity of Airtel now boasts of a Young and vibrant culture of the organization. The brand’s motive has always been to shape a better tomorrow.

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• Relationship –Airtel, even with it’s changed

identity has been able to restore

the emotional attachment or say

relationship with it’s customers

especially the youth population

through various youth driven

promotional campaigns.

The company in it’s new brand identity has significantly related themselves with the youth segment which is strongly depicted in their branding campaigns.

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• Reflection –The new brand identity of Airtel reflects the following –

i. More Warmth and Affection

ii. A youthful and dynamic personality

iii. A global appeal

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• Self Image –

Airtel now have an image of the brand of something which is very dynamic which loads of customized product attributes matching to customers across all population segments.

The new brand identity of Airtel has removed the rigidity factor in it’s products and services which existed earlier.

Amity Business SchoolRisk Of Brand Identity Change

• The Indians are not at all happy with this rebranding exercise because of the strong attachment to the old logo and the brands’ jingle

• People become attached to the identities of well-known brands. When they are comfortable with a given identity, they don’t want it changed.

http://www.brandingstrategyinsider.com/brand_identity/

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