brand identity
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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
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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
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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
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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
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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