Brand IdentityA Comparison

Fashion Brand Management

Presented by :Pankhuri Bhardwaj

Poorti SangalPryash SinghRohit Kumar

MFM- II

What is Brand Identity?

•Identity is a brands DNA configuration

•A particular set of brand elements blended in a unique way determining brand’s perception in the market.

•Identity not only establishes what to communicate, but also serves as a baseline for measurement of the resulting image, indicating where correction and adjustment are needed.

Brand Identity Tells……………..

•What is the brands vision and aim?•What makes it different?•What need is the brand fulfilling?•What is its permanent nature?•What are its values?•What are the signs which make it recognizable ?

McDonald’s Core Identity

– Value Offering: McDonald’s Provide value as defined by the product, special offers, and buying experience given the price.

– Food Quality: Consistently hot, good-taste at any McDonald’s in the world

– Service: Fast, accurate, friendly and hassle free

– Cleanliness: The operation are always spotless on both sides of the counter

– User: Families and kids are a focus but serves a wide clientele.

McDonald’s Extended Identity

– Convenience: McDonald’s is the most convenient quick-service restaurant –located close to where people live, work and gather; feature efficient, time saving service; and serve easy to eat food

– Product Scope: Fast food, Hamburgers, children’s entertainment,

– Subbrands: Big Mac, Egg Mcmuffin, Happy Meal, Extra Value Meals and others

– Corporate Citizenship: Ronald McDonald Children’s Charities, Ronald McDonald House

– Brand Personality: Family oriented, all-American, genuine, wholesome, cheerful, fun

– Relationship: The Ronald McDonald Children’s Charities engender respect, liking and admiration

– Logo: Golden Arches– Character: Ronald McDonald; McDonald’s dolls

& Toy’s

McDonald’s Value Proposition

• Functional Benefits: Good-tasting hamburgers, fries and drinks that provide value; extras such as playgrounds, prizes, premiums and games

• Emotional Benefits: Kids-fun via excitement of birthday parties, relationship with Ronald McDonald and other characters and feeling of special family times; adults-warmth via link to family events and experiences reinforced by the McDonald’s emotional advertising

Pizza Hut Core Identity

• Value Offering: Menu is priced to be family-friendly and affordable so customers can visit as often as possible. Affordability is extremely important for both large and small families. Customers can expect to pay more than they would at a fast-food establishment. However, they should feel that they can enjoy the Pizza Hut experience frequently because the prices fall directly between a fastfood meal and a meal at a higher-end casual dining restaurant.

• Food Quality: Consistently hot, good-taste at any Pizza Hut in the world

• Service: Fast, accurate, friendly and hassle free• Cleanliness: The operation are always spotless on both sides of

the counter• User: Families and kids are a focus but serves a wide clientele.

Pizza Hut Extended Identity

• Convenience: Pizza Hut is located in most major shopping centres in all cities

• Product Scope: Pizzas, Pastas, snacks, beverages, desserts• Subbrands: Tuscani, Stuffed Crust, Cheesy Bites• Brand Personality: Family oriented, business oriented,

comfortable, energetic, and honest, Pizza Hut is like your best friend

• Logo: Red Roof Icon• Character: Vegetables and cheese graffiti

Pizza Hut Value Proposition

Value Proposition:• Functional Benefits: Good-tasting food that provides

value; pleasant dine-in experience and good time together with friends/ family/ colleagues.

• Emotional Benefits: Place to relax. The always-friendly yet never-invasive service and colourful, comfortable atmosphere bring back old memories while creating new ones. The ambience of Pizza Hut makes kids feel like grown-ups and grown-ups feel like kids.

Difference between Identity and Image

• Identity is that which is communicated.

• Image is the interpreted result of the communication.

• Identity is from Senders perspective.

• Image is from Receivers perspective.

• If the two are similar, the brand will be strong.

• If the two are very different, the brand will be weak.

Kapferer’s Brand Identity Prism

Physique

• Logo: Golden Arches• Character: Ronald

McDonald; McDonald’s dolls & Toy’s

• Colour: Red• Slogan : I’m loving it!

• The Pizza Hut Symbol• The Red Roof icon has been

a part of Pizza Hut for decades

The salient objective features which immediately come to mind when brand is quoted. Physique is brands backbone and its tangible value.The physical appearance of a brand is communicated through logo, typeface, color, shapes, and slogans.

Relationship

• The Ronald McDonald Children’s Charities engender respect, liking and admiration

• Family/fun associations are inclusive, McDonald’s is part of the good times

• Providing customers a relaxed environment where they can sit back and enjoy exceptional food in good company

• When you are at Pizza Hut, you always feel comfortable being who you truly are

Relationship is a dependency bond between the consumer and the product. The stronger the relationship, the greater the utility to both. Stronger the relationship the greater the longevity of the product, the greater the turnover and the greater the barrier to the competitive entrant.

Reflection

• Tasty and well priced. Even a child can afford.

• Best place to party for students or anyone with low budget.

• Affordable Casual Dining

It is how a customer wishes to be seen as a result of using the brand.As a result of such reflections associated with the brands consumers use them to build their own identity.The reflection has impact on the design of communication.If the reflection of the brand does not match that of the actual target market, the brand needs to be reconsidered

Personality

• Ronald McDonald’s image• Family oriented, friendly,

genuine, wholesome, Cheerful, fun

• Comfortable, energetic, and honest, Pizza Hut is like your best friend

• Young, sense of humour

If the brand was a human what would it be?Every brand has a personality like a human being.It is the way it speaks of its products and services and gradually builds its character.

Culture

• American culture• Respect for local culture• Eg. India is the first country

in the world where McDonald's does not offer any beef or pork items

• American culture with subcultures.eg: in India they have items according to Indian taste

Culture with respect to brand means the set of values feeding the brand’s inspiration.It refers to the basic facets governing the external signs, symbolises the organisation, its country of origin and the value it stands for.It is a core aspect of the brand which links the brand to the organization.

Self Image

• Happy to eat good and pay less.

• Customer have in mind they have McDonalds at any point of time in their budget.

• The Pizza Hut customer thinks it is affordable and a good dine-in experience for self or party.

It is the internal mirror of the target users.Our attitude towards a brand, develops a certain type of inner relationship with ourselves.

Thank you