brand identity, brand personality & brand image

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Brand Identity, Brand Personality, Brand Image Sunny Bose

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Page 1: Brand identity, brand personality & brand image

Brand Identity, Brand Personality, Brand Image

Sunny Bose

Page 2: Brand identity, brand personality & brand image

Brand Identity – Brand Image

Page 3: Brand identity, brand personality & brand image

Brand Identity Set of brand associations that the brand strategist

aspires to create and maintain. The associations imply promise to customers from the

organization and its members. Used for driving all brand building efforts. Not an advertising tagline or positioning statement. Establish relationship between the brand and the

customer. Create value proposition – functional, emotional or self-

expressive Alternatively, provide credibility for the endorsed brand. Brand identity involves: core identity; extended identity;

and brand essence.

Page 4: Brand identity, brand personality & brand image

Aaker’s Brand Identity System

Brand Identity - Google.wmv

Google Search- Reunion.mp4

Page 5: Brand identity, brand personality & brand image

Kapferer’s Brand Identity Prism

Page 6: Brand identity, brand personality & brand image

Prism Elements Physique

Salient objective features that gives the brand its identity. Example – Symbol of Coca Cola bottle on Coke cans

Personality Human personality trait(s) relevant for the

brand(s). Example – Levi’s ruggedness Culture

Set of values that feed the brand’s inspiration. It is the source of the brand’s aspirational powers. Example – German efficiency behind Voks Wagen - ‘Das Auto’

Page 7: Brand identity, brand personality & brand image

Prism Elements Relationship

The mode of conduct that most identifies with the brand. It is a logical extension of the personality. Example – Bacardi ‘Life is calling’

Customer reflection How the customer wants to be seen as a result of

using the brand. Example – Scooty Pep + customer reflection is stylish, trendy and cool

Self image If reflection is the outward image then this is what the

customer sees within himself as an user of the brand. Example – Van Heusen users attach themselves with the brand through power, and sophistication

Page 8: Brand identity, brand personality & brand image

Budweiser vs. Heineken

Page 9: Brand identity, brand personality & brand image

Brand Personality Set of human characteristics associated with a

brand. Personality traits associated with a brand,

such as those associated with individual, tend to be enduring and distinct.

Brand personality is developed through the brand user’s imagery. The imagery can be defined as ‘the set of human characteristics associated with a typical user of the brand’.

Brand personality may refer to personality characteristics as well as demographic characteristics.

Page 10: Brand identity, brand personality & brand image

Brand Personality Aaker brand personality dimensions

Dimension Trait(s)Sincerity Domestic, honest, genuine, cheerfulExcitement Daring, spirited, imaginative, up-to-

dateCompetence

Reliable, responsible, dependable, efficient

Sophistication

Glamorous, pretentious, charming, romantic

Ruggedness Tough, strong, outdoorsy, ruggedHero Honda Pleasure.mp4 Hero Maestro.mp4 Peter England.mp4 Aaj kuch tufani karte.....mp4

Page 11: Brand identity, brand personality & brand image

Brand Image Current view of the customers about the

brand Unique bundle of associations These associations result in developing

perceptions about the brand Perceptions create ‘imagery’

Woodland – associated with outdoor activities, mountaineering, trekking, hiking etc. These gives makes the customer perceive it is in outdoor, adventure, rugged lifestyle brand. Thus, the ‘image’ of woodland is that a people engaged in adventure sport and outdoor lifestyle.

Page 12: Brand identity, brand personality & brand image

Thank You.