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Transcript of BrandIdentity pbm
8/8/2019 BrandIdentity pbm
http://slidepdf.com/reader/full/brandidentity-pbm 2/21
Definition
A brand identity provides direction, purpose andmeaning for the brand. It is central to a brand¶sstrategic vision and the driver of one of the four principal dimensions of brand equity: associations,which are the heart and soul of the brand.
Brand identity is a unique set of brand associations
that the brand strategist aspires to create or maintain. These associations represent what thebrand stands for and imply a promise to customers
from the organization members.
8/8/2019 BrandIdentity pbm
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Definition
How a company wants the consumer to see itsproduct ?
Visible elements of a brand (such as colors, design,logotype, name, symbol) that together identify anddistinguish the brand in the consumers' mind
The outward expression of the brand including itsname and visual appearance.The brand¶s identity isits fundamental means of customer recognition andsymbolises the brand differentiation from competitors
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Brand Identity is more than...
Brand image (how the brand is perceived
now) Brand position (the part of the brand identity
and value proposition to be actively
communicated to a target audience)
Product attributes
An external perspective (i.e., customer-
based)
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Brand IdentityD
imensions
A brand¶s identity can be viewed from four
perspectives: ± brand as product
± brand as organization
± brand as person
± brand as symbol
When we view a brand from all these
perspectives, it is easier to develop/reinforce a
Value Proposition, Credibility and, ultimately, a
Relationship with the customer.
HARLEY DAVIDSON SITE
8/8/2019 BrandIdentity pbm
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Brand Identity System
Brand Identity
Brand asProduct Brand
as
Organization Brand asPerson Brand
as
Symbol
Value Proposition Credibility
Brand-Customer R elationship
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Dimensions of Brand Identity
Brand as Product
± Product Scope ± Product Attributes
± Quality/value
± Uses
± Users
± Country of Origin
Timex Ad
Harley Site
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Dimensions of Brand Identity
Brand as Organization
± Organization attributes (e.g., innovation,consumer concern, trustworthiness)
± Local vs. global
Titan
Vodafone
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Dimensions of Brand Identity
Brand as Person
± Personality (e.g., genuine, energetic, rugged,«) ± Brand-customer relationships (e.g., friend,
adviser,«)
WoodlandHarley Site
8/8/2019 BrandIdentity pbm
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Dimensions of Brand Identity
Brand as symbol
± Visual imagery and metaphors ± Brand heritage
A pple Ad
8/8/2019 BrandIdentity pbm
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Value Proposition
Functional Benefits: A BMW car handles
well, even on ice. Emotional Benefits: Excited in a BMW.
Self-Expressive Benefits: Sophisticated and
successful in a BMW.
8/8/2019 BrandIdentity pbm
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Brand Position
Brand position is the part of the brand
identity and value proposition that is to beactively communicated to the target audience
and that demonstrates an advantage over
competing brands
± Lifestyle¶s position ± Airtel¶s position
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Brand identity & position provide value
Guides and enhances brand strategy
Improves brand memorability Provides meaning and focus to the organization
Provides extension options ± Co-branding at Yahoo
In sum, provides: ± value proposition
± credibility to other brands
± basis of relationship
8/8/2019 BrandIdentity pbm
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Vodafone Brand
Story
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Hutch -Vodafone India ± Transition
BRAND NAME
Initially around 1995 it was known as ³MAX TOUCH´
Around 2000 it was known as ³ORANGE´ In december 2006 Hutichinson-Essar re-launched
the "Hutch" brand nationwide, consolidating its
services under a single identity.
On September 20, 2007H
utch became Vodafone inone of the biggest brand transition exercises in
recent times
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BRAND LOGO
pink is preparing to
make way for red and
this time, it·s not just
the colour.
The vibrant pink
tristars of Hutchsion
Essar logo are set to
change to a speech
bubble of dominant red
colour, the trademark
brand of Vodafone.
Pink is brave,
confident and
exuberant, and that
goes with the productitself," said Ms
Renuka Jaypal,
President, OgilvyOne
Worldwide - India
Being Red,
Rock Solid,
Restless
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Brand Slogan
'The future's bright, the future's
orange'. 2003 -³WHEREVER YOU GO OUR
NETWORK FOLLOWS´
2007-Change is goodHutch is now Vodafone
2010-´Power to You´
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What we do
Differentiation: A Great Customer
Experience
Functional Benefits: Useful, Seamless,
Stimulating
Emotional Benefit: Inspired (to use my time)
What we do
Differentiation: A Great Customer
Experience
Functional Benefits: Useful, Seamless,
Stimulating
Emotional Benefit: Inspired (to use my time)
Where we play
Market Definition: Integrated
Communications Provider
Positioning Target: Progressives
Customer Insight: I live for this life and time
is precious
Where we play
Market Definition: Integrated
Communications Provider
Positioning Target: Progressives
Customer Insight: I live for this life and time
is precious
Who we are
Personality: The Pioneer Values: Red, Rock solid & Restless
Physique: Red within a technicolor world
Who we are
Personality: The Pioneer Values: Red, Rock solid & Restless
Physique: Red within a technicolor world
Our rallying cry
Ambition: Communications leader
Purpose: To help people make the most of
their time in life
Customer expression: Make the most of now
Our rallying cry
Ambition: Communications leader
Purpose: To help people make the most of
their time in life
Customer expression: Make the most of now
8/8/2019 BrandIdentity pbm
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Vodafone has put the brand at the
centre of the Customer Experience
Arun Sarin, CEO Vodafone
³
A brand is what a brand does.´
³The most valuable brands in the world are those
where the customer knows they¶re going
to get a good experience´
Sir John Bond, Chairman, Vodafone
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Brand ³endorsers´