brand identity

Managing BrandsManaging Brands

What’s The Purpose Of What’s The Purpose Of BusinessBusiness

“...To create a customer…

...At a profit…”

What’s A Company’s What’s A Company’s Most Valuable Asset?Most Valuable Asset?

The Loyalty of Its Customers

Brand StockBrand Stock

Totality of all the impressions created by the buyer over time as he/she comes into contact with the brand’s products

(or services), distribution channel, personnel and communication

Brands Make Business Brands Make Business SenseSense

The value of a brand comes from its ability to gain an exclusive, positive and

prominent meaning in the minds of a large number of consumers

Brands As AssetsBrands As Assets

• Assured greater future income

– Additional consumers

– Higher loyalty

– Greater frequency of purchase

– Premium

Estimating Brand ValuesEstimating Brand Values

• Market capitalisation - debt

=Value of company

• Value of company - Replacement value of tangibles - other intangibles

=Value of the brands• Brand value can be calculated as a percentage of

the company’s replacement value of tangible assets

Brands As Financial Brands As Financial AssetsAssets

In effect, investors are putting a value above and beyond the capability of making or providing the underlying

product or service

Brand Added ValueBrand Added Value

A number that represents the strength of the brand’s relationship with its buyers, independent of temporary

fluctuations in its price or distribution

Brand EquityBrand Equity

Brand awareness

+ Image

+ Perceived quality

+ Evocations

+ Familiarity, liking

= Brand Assets (or Brand Added Value perceived by consumers

Brand assets

- Costs of branding

- Cost of invested capital

= Brand Equity (or Brand Financial Value)

World’s Most Valuable World’s Most Valuable BrandsBrands

1. Coca Cola

2. Microsoft

3. IBM

4. GE

5. Nokia

6. Intel

7. Disney

8. Ford

9. McDonald’s

10.AT&T

11. Marlboro

12. Mercedes

13. Citibank

14. Toyota

15. Hewlett-Packard

16. Cisco Systems

17. American Express

18. Gillette

19. Merill-Lynch

20. Sony

Brand Strategy Is Brand Strategy Is FundamentalFundamental

The culmination of a process that involves concentrating all of a

company’s resources and all its functions only on one purpose

Creating and sustaining a difference

Brand Strategy EvolutionBrand Strategy Evolution

• Brand Identity

• Brand Personality

• Brand Image

• Brand Positioning

• USP

Brand IdentityBrand Identity

• The conception of brand identity was mentioned for the first time in Europe by Kapferer, 1986.

Brand IdentityBrand Identity

• The outward expression of a brand, including its name, trademark, communications, and visual appearance. Because the identity is assembled by the brand owner, it reflects how the owner wants the consumer to perceive the brand - and by extension the branded company, organization, product or service. This is in contrast to the brand image, which is a customer's mental picture of a brand. The brand owner will seek to bridge the gap between the brand image and the brand identity.

Brand IdentityBrand Identity

• Brand identity is what the owner wants to communicate to its potential consumers. However, over time, a product's brand identity may acquire (evolve), gaining new attributes from consumer perspective.

• Brand identity needs to focus on authentic qualities - real characteristics of the value and brand promise being provided and sustained by organizational and/or production characteristics.

Inner and Outer Core of Inner and Outer Core of Brand IdentityBrand Identity

I Core Identity: Contains the mission of the brand. (should remain unaltered).

II Outer Core: Incorporates the product scope, users, personality, slogan, Symbol and extensions.

Brand HorlicksBrand Horlicks

Brand Identity-HorlicksBrand Identity-Horlicks

• Core Identity: Nutrition and health

• Extended IdentityProduct scope: Products that

supplement nutritional needs.Personality: Protective, caring,

supportive, concerned.

Brand Identity-HorlicksBrand Identity-Horlicks

Extensions: Horlicks, Horlicks Junior, Mother’s Holicks, Foodles, Oats, Nutribar.

Users: Family health drink for nutrition and health, children, to be mothers, old people, working people, house wives etc.

Brand Identity-HorlicksBrand Identity-Horlicks

Heritage: The company has been in the business of providing nourishment for decades.

Slogan: “The great family nourisher.”

Brand Identity-HorlicksBrand Identity-Horlicks

• Value Proposition: Helps one to perform his role better in life. Good health and living. Quality of life improvement.

Brand Identity-DettolBrand Identity-Dettol

I Core Identity: Protection against germs

II Extended Identity:

Product Scope: Antiseptic, liquid, Plaster, soap, shaving cream

Personality: Reliable, strong, trustworthy

Brand Identity-DettolBrand Identity-Dettol

Extension: Dettol soap, Dettol Liquid, Dettol Plaster, Dettol Extra, Dettol Shaving Cream

User: Children, Young, adults, hygiene conscious, urban

Brand Identity-DettolBrand Identity-Dettol

Slogan: “Dettol Protection”

Symbol: Dettol sword

Smell: Unique Dettol smell

Brand Identity-DettolBrand Identity-Dettol

III Value Proposition: Effective germicidal, provides protection against possible harmful effects of germs, bacteria.

Feeling of security and protection.

Aaker definitionAaker definition

• A sum total of brand associations that the brand strategist aims to create or maintain. These associations are representative of what the brand stands for and contains a promise to customers from the organization’s members.

Dimensions of Brand Dimensions of Brand IdentityIdentity

Aaker’s Framework

Dimensions of Brand Dimensions of Brand IdentityIdentity

• Brand as Product

• Brand as Organisation

• Brand as Person

• Brand as Symbol

Brand as ProductBrand as Product

• Product Scope

• Product Attributes

• Quality/value

• Uses

• Users

• Country of Origin

Brand as OrganisationBrand as Organisation

• Organisation Attributes (eg. Innovation, genuine, consumer concern, trustworthiness)

• Local Vs Global

Brand as PersonBrand as Person

• What happens to this brand when it becomes a person?

• Personality (Energetic, rugged)

• Brand Customer Relationships (Friend, advisor)

Brand as SymbolBrand as Symbol

• Visual Imagery and metaphors

• Brand Heritage

Concept Of Brand Concept Of Brand IdentityIdentity

The Kapferer Model

Personality Physique

Reflection

Relationship Culture

Self-image

picture of sender

picture of receiver

inte

rnal

ext

ern

al

BRAND PRISMBRAND PRISM

As per Kapferer, Brand identity can be defined As per Kapferer, Brand identity can be defined by six parameters:by six parameters:

• Personality, Culture & Self Image is an internal identity, which an organization looks at. The rest, Physique, Relationship and Reflection is an external identity, with respect to a consumer.

1. Personalitya. Personification of brandb. What kind of person it would be, if it were a human beingc. Examples: Confident, Social, Flamboyant, Arrogant, Energetic etcKingfisher & Virgin Airlines brand personality may be that of flamboyant or rich.

2. Physiquea. Mentions physical facets – tangible thingsb. It will include packaging, product look and feel.c. Examples: Packaging color, product features etcApple I-pod browsing physique will include its dial capabilities, the screen, and its connectivity with musical devices

Kapferer Brand Identity Kapferer Brand Identity PrismPrism

3. Culturea. Set of values feeding the brand’s inspirationb. Rules governing the brand in its outward signs like product and communicationc. Examples: Indian, Western, Contemporary, Urban“Kitchens of India” takes its culture from the Indian cuisines made and packed for the consumers

4. Relationshipa. Transactions between peopleb. Examples: Trust, Energy, Strong bondingJet Airways – Servicing their customers to the best

Kapferer Brand Identity Kapferer Brand Identity PrismPrism

5. Self-Imagea. Through our attitude towards certain brands, we develop certain type of inner relationship with ourselves and image we want to projectb. Which an organization wants its customers to perceivec. Example: Masculine, Progressive, Self BeliefParas’s Set Wet Gel – targeted towards males have a self image of masculinity

6. Reflectiona. What target consumer thinks & perceives the product to beb. Factor for strong and good brand imagec. Companies should control the reflection and should try to make it betterd. Example: Royal, Dynamic, Energetic, ConfidentFastrack-Youthful

PhysiquePhysique

• Basis of Brand/Salient features that spring to mind– Tangibles, action,

appearance– Coke: Bottle shape– Mercedes: Marque,

solid build quality

PersonalityPersonality

• Unique “human”characteristics and traits– Often embodied

by brand spokespeople (real or symbolic)

– Pepsi, Marlboro

CultureCulture

• From where the brand draws inspiration

• Its country-of-origin and values it stands for.– German Engineering for

Mercedes– Californian innovation

for Apple– Inspired by Nature-

Dabur

RelationshipRelationship

• The basis of transaction and exchanges

– Lovers

– Mother child

– Confidante

P&G-Thank You MomP&G-Thank You Mom

P&G-Thank You MomP&G-Thank You Mom

P&G-Thank You MomP&G-Thank You Mom

• Procter & Gamble (NYSE:PG), a Worldwide Olympic Partner and the company behind brands such as Ariel®/Tide®, Pampers® and Gillette®, welcomed moms and families of London 2012 Olympians to the P&G Family Home in London, becoming the first Olympic sponsor to offer moms and families from around the world a “home away from home” at the Olympic Games. Designed to give Moms and families of Olympians from all corners of the globe a place to relax, unwind, and be together, the family home is available to the moms and families of all more than 10,000 Olympians around the world.

P&G-Thank You MomP&G-Thank You Mom

• We asked athletes what we could do to support them here in London and they told us that “Moms and families from around the world don’t have a place to really relax and be together at the Games,” said Marc Pritchard, P&G’s Global Brand Building Officer, “We have been in the business of serving moms and families for 175 years. So it makes sense for us to celebrate the athletes by serving their moms and families.”

A unique oral care brand for up-close A unique oral care brand for up-close situationssituations

• Unlike the typical opaque, mint-flavored toothpaste of the time, Close Up debuted in 1967 as a clear red gel with a spicy cinnamon taste and mouthwash right in the toothpaste. A unique brand identity was developed, with Close-Up positioned as the toothpaste that gives people confidence in very "up close and personal" situations.

Couples with bright smiles in very "close" situations were featured on the packaging, and commercials depicted youthful adults.

The idea of a toothpaste that could give them fresh breath, white teeth and, subsequently, a little extra self-confidence and attractive appeal provided instant appeal to consumers.

ReflectionReflection

• What kind of people we perceive use it (outward mirror)– Young people

– Show-offs

– Outdoorsy

Self-ImageSelf-Image

• The relationship with ourselves /what the consumer thinks of himself.(internal mirror)– Socially responsible

– Attractive

– Different

Brand Prism-PepsiBrand Prism-Pepsi

• fiercely independent• genius• impatient

• swoosh

• just do it

• individualist

• provoking coach

• spirit of never say die

• trailblazer

picture of sender

picture of receiver

inte

rnal

ext

ern

al

The power to surpass mortal limitations by liberating the dormant

genius inside

NIKENIKE

• clean cut

• well heeled

• active• name

• narcissus

• personal trainer

• fitness

• body worship

• healthy

• attractive

picture of sender

picture of receiver

inte

rnal

ext

ern

al

The joy to be among those feeling fit andlooking good

REEBOKREEBOK

• perfectionist

• extremely dependable

• performer

• name

• triad

• true sportsman

• comrades in arms

• espirit d’corps

• dedicated captain

• team player

picture of sender

picture of receiver

inte

rnal

ext

ern

al

the relentless pursuit of

perfection in sports

ADIDASADIDAS

The Essence Of MarlboroThe Essence Of Marlboro

A tribute to a man’s authentic inner masculinity

Brands & CompaniesBrands & Companies

Living The Brand

Corporate BrandingCorporate Branding

• Creating positively loaded knowledge in the minds of all relevant target communities– In order to build trust in the company, its

products, services and actions

– To differentiate it from its competitors

• To promote supportive behaviour from all stakeholders towards the company

Importance Of Importance Of Corporate BrandingCorporate Branding

• Single most powerful management resource

• The only real sustainable competitive edge

• An enormous source of positive emotional energy from employees and associates

• A means to garner supportive behaviour

Elements of a Elements of a Corporate BrandCorporate Brand

• Target Groups

• Communication Content

• Methods and modes

Target GroupsTarget Groups

• Direct– Customers, shareholders, employees– Public and political domains– Educational institutions

• Mediating– Financial analysts, journalists and political

lobbyists • They have a powerful influence on the targets

• Indirect– Industry associates and competitors

Communication ContentCommunication Content

• Everything that the company does in every way communicates– Products, buildings, advertising, how it

behaves with its staff and all those with whom it comes into contact

• Therefore all elements have to be synergistic and there should be no inherent contradictions

MethodsMethods

• Customer relations with the consumers– The product and/or service itself, its price,

distribution etc.– Advertising through-the-line

• Relationship management with the mediating target communities– Lobbying– PR

• Internal communications with the company employees and close associates– Newsletter, get-togethers

The Facets Of A CompanyThe Facets Of A Company

• A manufacturer of products, or

deliverer of services

• A marketer of brands

• A commercial enterprise

• A corporate institution

A Manufacturer of A Manufacturer of ProductsProducts

• The company is known for its unique and innovative products

– Gillette, Intel, Polaroid, Microsoft...

Marketer of BrandsMarketer of Brands

• The company is known by the brand it markets

– Coca Cola, Adidas, Levi’s, Colgate...

A Commercial EnterpriseA Commercial Enterprise

• The company is known for its business success and profitability

– GE, Reliance...

An InstitutionAn Institution

• The company is known for its vision and efforts to take society forward

– Tata, Shell...

Product Level Product Level CommunicationCommunication

• Purpose– Creating tangible differentiation and

considered preference towards offering

• Target– Customers, consumers (end-users),

trade

• Content– Product features

Brand Level Brand Level CommunicationCommunication

• Purpose– Supportive behaviour towards company’s

offering

• Target– Customers, consumers (end-users), trade

• Content– Brand essence (associated meanings &

beliefs)

– Intangibles

Enterprise LevelEnterprise LevelCommunicationCommunication

• Purpose– To secure confidence in company as a

sound business

• Target– Investors, analysts, journalists

• Content– Strength of financial, technological and

human resources

Institution Level Institution Level CommunicationCommunication

• Purpose– To legitimise reason for existence beyond

and above a commercial entity

• Target– Citizens, media, government

• Content– Corporate philosophy, vision

– Examples of socially relevant themes