Brand And Brand Identity
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Transcript of Brand And Brand Identity
brand and brand identity
what is a brand?
it depends on whose perspective you look at it from
to CEOs, CMOs, and the likes, it represents a unique, timeless,
idea
For the consumer, a brand is a set of perceptions, associations, and the likes…
That creates a
inside the consumer
That ultimately leads to some expectation of
value
What is brand identity?
all of the pieces of the puzzle that define the uniqueness and value
of a brand
brand identity prism
-according to kapferer
Physique is “what it does” and “what it looks like;” it’s the core product features that make up the brand and enable the brand to add value
Personality is its character; “what happens to this brand when it becomes a person?”
Culture is “the set of values feeding the brand’s inspiration”
Relationship is the mode of conduct that best identifies how the brand interacts with its customers
Reflection is the image of the buyer and should
“reflect” how the consumer wishes to be seen when
they interact with the brand
Self-Image is how the brand
makes the buyer feel when they
interact with it
brand identity prism
-according to kapferer