Brand Identity: Smita Sharma

BRAND IDENTITY
Smita Sharma
PERSONS IDENTITY
What are my core values?
What do I stand for?
How do I want to be perceived?
What personality traits do I want to project?
What are important relationships in my life?
BRAND IDENTITY
A unique set of associations that the brand

strategist aspires to create or maintain.
These associations represent what the brand
should stand for and imply a promise to
customers from the organization members.
Brand identity should help establish a
relationship between the brand and customer by
generating a value proposition involving
functional, emotional or self-expressive benefits.
DIMENSIONS OF BRAND
IDENTITY
Brand
as Product
Product Scope
Product Attributes
Quality Value
Uses
Users
Country of origin
Aakers Framework
DIMENSIONS OF BRAND
IDENTITY
Brand
as Organization
Organizational
attributes
(e.g.
innovation, genuine consumer concern,
trustworthiness)
Local vs. global
Aakers Framework
DIMENSIONS OF BRAND
IDENTITY
Brand
as Person
Personality (energetic, rugged)

Brand customer relationships (friend,
advisor)
Aakers Framework
DIMENSIONS OF BRAND
IDENTITY
Brand as Symbol
Visual imagery & metaphors
Brand heritage
BRAND METAPHORS- meaning attached to a brand
Brand metaphors: years, conversations, stories, ideas, journey,
moments
Aakers Framework
BRAND IDENTITY PRISM
Brand Identity Prism is often used by marketers to

gauge the identity for any brand.
The facets to the left - physique, relationship and
reflection - are the facets which give the brand its
outward expression. All three are visible facets.
The facets to the right - personality, culture and
self-image - are those incorporated within the
brand itself, within its spirit.
PHYSICAL FACET- EXTERNAL
Physical Facet talks about what the product is,

what does it do, how does it add value to
customers, how does it fill up the gap in the
market.
It will include packaging, product look and feel
Examples: Packaging color, product features etc.
Apple I-pod browsing physique included its

dial capabilities, the screen, and its connectivity
with musical devices
BRAND PERSONALITYINTERNAL
Brand personality is measured using those traits/features of consumer

personality that are directly related to brands.
Proper care should be taken not to confuse it with consumer's
reflection.
Brand personality is closely linked with self image and image of the
consumer. Questions to be asked are:
1) What are the features of consumer personality?
2) What are the features of brand if it was a person? This depends on the
functional aspect of the product and the gap it would fill.
Personification of brand
b. What kind of person it would be, if it were a human being
c. Examples: Confident, Social, Flamboyant, Arrogant, Energetic etc.
Virgin Airlines brand personality may be that of flamboyant or rich
BRAND CULTURE- INTERNAL
Brand Culture: As the name signifies, it talks about the culture of the
brand. The values and the principles will follow from the culture and it
is these values which will bind the customers.
Questions which need to be asked:1) Is the brand's culture global?
2) What are the values for which the brand stands for?
3) How would customers take the values of such a brand?
Set of values feeding the brands inspiration

Rules governing the brand in its outward signs like product and
communication
Examples: Indian, Western, Contemporary, Urban
Kitchens of India takes its culture from the Indian cuisines made
and packed for the consumers
BRAND CULTURE- INTERNAL
Culture is also the basis for most bank brands: choosing a

bank means choosing the kind of relationship with money
one wishes to have.
Even though their services are identical (physical facet),
the Visa Premier and the American Express Gold cards do
not belong to the same cultural system.
The American Express Gold card symbolises dynamic,
triumphant capitalism. Money is shown, or even flashed
about.
Visa Premier, on the contrary, represents another type of
capitalism, such as the German kind, making steady, quiet
progress. Money is handled discreetly yet efficiently,
neither gingerly nor flamboyantly.
BRAND RELATIONSHIPSEXTERNAL
Brand Relationships: Every brand has to maintain

healthy relationships with customers. All marketing
collaterals
are
intended
to
do
just
that.
1) How would Sales describe the relationship attributes
for their customer management process?
2) How would Customer support describe their approach

to increasing customer satisfaction?
3) How does the brand want to be seen by customers in
marketing communication?
Transactions between people
Examples: Trust, Energy, Strong bonding
Jet Airways Servicing their customers to the best
CUSTOMER REFLECTION
EXTERNAL
A brand is a customer reflection.

e.g. When asked for their views on certain car brands,
people immediately answer in terms of the brand's
perceived client type:
that's a brand for young people! for fathers! for show- offs!
for old folks!
Because its communication and its most striking

products build up over time, a brand will always tend to
build a reflection or an image of the buyer or user which
it seems to be addressing.
CUSTOMER REFLECTIONEXTERNAL
Customer Reflection: Every product is designed to satisfy
some need of the intended customer base.
A consumer has to be reflected in a way, which would show

how he or she could image himself consuming a particular
good.
For example, in India anyone consuming Pepsi Cola would
imagine himself to be young and Thums up (another cola
drink from Coke stable) to be adventurous.
For this aspect, questions are to be put to customer
experience team about
What would the users imagine while using the product?
What target consumer thinks & perceives the product to be?
CUSTOMER SELF IMAGE
INTERNAL
Customer Self Image:

If reflection is the customer's outward mirror (they are ),
self-image is the customer's own internal mirror
(I feel, I am ).
Consumers get attracted to those brands in which they see
their own traits, for example, a man who is muscular and
strong would prefer to drive SUVs. This goes hand in hand
with brand personality.
Through out attitude towards certain brands, we develop
certain type of inner relationship with ourselves and
brand
image
we
want
to
project.
BRAND IDENTITY STRUCTURE

EXTENDED
IDENTITY
CORE
IDENTITY
CORE IDENTITY
The core identity, which is central to both the

meaning and success of the brand, contains the
associations that are most likely to remain
constant as the brand travels to new markets and
products.
It should include elements that make the brand
both unique & valuable.
The core identity should usually contribute to
the value proposition and to the brands basis for
credibility.
CORE IDENTITY
Michelin- Advanced technology tyres for the
driver who is knowledgeable about tyres.
Johnson & Johnson- Trust & quality in overthe-counter medicines.
Black Velvet-Soft & smooth; priced a cut
above the popularly priced brands.
EXTENDED IDENTITY
Elements that provide texture & completeness.
It fills in the picture, adding details that help
portray what the brand stands for.
Important elements of the brands marketing
program.
NIKE BRAND IDENTITY

Core
Identity
Product: Sports & fitness

Performance shoes based on technological
superiority
User profile: Top athletes, plus all those
interested in fitness & health performance:
Enhancing lives: Enhancing peoples lives
through athletics.
NIKE BRAND IDENTITY

Core
Identity: Value Proposition
Functional Benefits: High technology shoe that

will improve performance and provide comfort
Emotional Benefits: The exhilaration of athletic
performance excellence; feeling engaged, active &
healthy
Self-expressive Symbolic Benefits: Self-expression
is generated by using a strong personality
associated with a visible athlete.
NIKE BRAND IDENTITY

Core
Identity: Credibility
Makes performance shoes and clothing that

are stylish.
NIKE BRAND IDENTITY

Extended
Identity
Brand Personality: Exciting, provocative,

spirited, cool, innovative, and aggressive; into
health and fitness and the pursuit of excellence
Basis for Relationship: Hanging out with a
rugged, macho person who goes for the best in
clothing, shoes, and everything else.
Logo: Swoosh symbol
Slogan: Just do it
NIKE BRAND IDENTITY

Extended
Identity
Organizational Associations: Connected to and

supportive of athletes and their sports;
innovative
Endorsers: Top athletes like Michael Jordan,
John McEnroe

Brand Identity: Smita Sharma

Uploaded by

Copyright:

Available Formats

Brand Identity: Smita Sharma

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Brand Identity: Smita Sharma

Uploaded by

Copyright:

Available Formats

BRAND IDENTITY

A unique set of associations that the brand

Personality (energetic, rugged)

BRAND IDENTITY PRISM

Brand Identity Prism is often used by marketers to

PHYSICAL FACET- EXTERNAL

Physical Facet talks about what the product is,

It will include packaging, product look and feel

Examples: Packaging color, product features etc.

Apple I-pod browsing physique included its

Brand personality is measured using those traits/features of consumer

BRAND CULTURE- INTERNAL

Set of values feeding the brands inspiration

BRAND CULTURE- INTERNAL

Culture is also the basis for most bank brands: choosing a

Brand Relationships: Every brand has to maintain

2) How would Customer support describe their approach

Transactions between people

Examples: Trust, Energy, Strong bonding

Jet Airways Servicing their customers to the best

A brand is a customer reflection.

Because its communication and its most striking

A consumer has to be reflected in a way, which would show

CUSTOMER SELF IMAGE

Customer Self Image:

BRAND IDENTITY STRUCTURE

The core identity, which is central to both the

NIKE BRAND IDENTITY

Product: Sports & fitness

NIKE BRAND IDENTITY

Identity: Value Proposition

Functional Benefits: High technology shoe that

NIKE BRAND IDENTITY

Makes performance shoes and clothing that

NIKE BRAND IDENTITY

Brand Personality: Exciting, provocative,

NIKE BRAND IDENTITY

Organizational Associations: Connected to and

You might also like