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Brand Identity
A Discussion on Brand
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A name, term, design, symbol, or any other feature that identifies one seller’sgood or service as distinct from those of other sellers. The legal termfor brand is trademark. A brand may identify one item, a family of items, or all items of that seller.www.scottmcnealy.com/businessplanning/GlossaryProductDevelopmentTerms.htm
A name, number, term, sign, symbol, design
or combination of these elements that an organization uses to identify one or
more products.www.bcbstx.com/glossary/
A design, mark, symbol or other device that distinguishes one line or type of goods from those of a competitor.www.powerhomebiz.com/Glossary/glossary-B.htm
A name, term, design, symbol, or any other feature that identifies one seller'sgood or service as distinct from those of other sellers. The legal termfor brand is trademark. A brand may identify one item ,a family of items, or all items of that seller.www.pdmamn.org/NPD%20Glossary.htm
That combination of name, words, symbols, or design that identifies theproduct and its source and distinguishes it from competing products-the
fundamental differentiating device for all products. (Ch. 5, 6)highered.mcgraw-hill.com/sites/0072415444/student_view0/glossary.html
a mark or symbol identifying or describing a product and/or manufacturer, thatis embossed, inlaid or printed.www.nahad.org/ihag/section_2.htm
A noun. A proper noun that is attached to an individual, a firm, a product or aservice. Any proper noun may be a brand. Any individual or firm is abrand. A successful brand offers differentiating values for buyerappreciation.www.jaffeassociates.com/JaffeNews/00BrandGlossary.html
The Clicquot brand, etc., the best brand, etc. That is the merchant's or excisemark branded on the article itself, the vessel which contains the article,the wrapper which covers it, the cork of the bottle, etc., to guarantee itsbeing genuine, etc. Madame Clicquot, of champagne notoriety, died in1866. He has the brand of villain in his looks. It was once customary tobrand the cheeks of felons with an F. The custom was abolished by lawin 1822.www.bootlegbooks.com/Reference/PhraseAndFable/data/171.html
jargon for those things associated with a product name, such as the image orconcept in customers' minds about what it means to themwww.journalism-school.com/fgloss.htm
Umbrella term applied to everything from a name or logo, to the overallreputation of an organization or product.www.landreyco.com/exp_glossary.html
a name given to a product or servicewww.cogsci.princeton.edu/cgi-bin/webwn
a recognizable kind; "there's a new brand of hero in the movies now"; "whatmake of car is that?"www.cogsci.princeton.edu/cgi-bin/webwn
A unique and identifiable symbol,
association, name or trademark which
serves to differentiate competing
products or services. Both a physical and emotional trigger to create arelationship between consumers and the product/service.www.allaboutbranding.com/index.lasso
A name, number, term, sign, symbol, design, or combination of these elementsthat an organization uses to identify one or more products.www.healthadvantage-hmo.com/customer_service/terms.asp
a trademark or trade name that identifies a product, a distributor, a producer ora manufacturer.www.abc.net.au/eightdays/glossary/default.htm
Product identification by word, name, symbol, design, or a combination of these.www.fluidcommunications.biz/marketing/marketing_definitions.htm
A brand is a mixture of attributes, tangible and intangible, symbolised in atrademark, which, if managed properly, creates value and influence."Value" has different interpretations: from a marketing or consumerperspective it is "the promise and delivery of an experience"; from abusiness perspective it is "the security of future earnings"; from a legalperspective it is "a separable piece of intellectual property." Brandsoffer customers a means to choose and enable recognition withincluttered markets.www.hidp.org/programmer/glossary.html
A name, term, design, symbol, or any other feature that identifies one seller'sgood or service as distinct from those of other sellers. The legal termfor brand is trademark. A brand may identify one item, a family of items, or all items of that seller.
www.shapetomorrow.com/resources/b.html A name, term, design, symbol, or any other feature that identifies one seller's
good or service as distinct from those of other sellers. p. 269users.wbs.warwick.ac.uk/dibb_simkin/student/glossary/ch09.html
A printed symbol of ownership that a company hopes consumers will associatewith quality.www.jscfcu.org/kidglossary.htm
What is Brand?
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“I don’t know who you are.
I don’t know your company.
I don’t know your company’s products.
I don’t know what your company stands for. I don’t know your company’s customers.
I don’t know your company’s reputation.
Now - What was it you wanted to sell me?”
McGraw-Hill Magazine Ad
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Brian Collins says…
• A brand is a symbol
that makes a promise
of an experience• Pirates uses pirate
flags to promise
pillaging.
• Customers recognize
this promise and flee
or surrender.
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David Aaker says
A mental box with
• Advertisements
• PR
• News articles
• Product
experiences• Customer
experiences
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What is a brand?
Strawman: A collectively held idea of a
company by its customers in
reaction to the messages thecompany sends via advertising,
product design and public
relations.
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What is Brand Identity?
Brand Identity is the unique set of brand
associations that the brand strategist aspires to
create or maintain. These associationsrepresent what the brand stands for and imply
a promise to customers for the organization
members.
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Aspects of Brand
• BRAND IMAGE
– How the brand is now perceived
• BRAND IDENTITY
– How strategists want the brand to be perceived
• BRAND POSITION – The part of the brand identity and value proposition to
be actively communicated to a target audience
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Brand Management
BrandIdentity
BrandPosition
BrandImage
Strategy
Messaging
Results
Brand Strategist
Marketing, PR,
ProductCustomers & Potentialcustomers
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Brand Management
Popular, fun,goofy
expressive
Do youYahoo?
Strategy
Messaging
Results
Brand Strategist
Marketing, PR,
ProductCustomers & Potentialcustomers
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THE BRAND IMAGE TRAP
• Brand image is how customers and others
perceive the brand
• The brand image trap is that it lets the
customer dictate what you are
• Customer orientation gone amuck
• Creating a brand identity is more than
finding out what customers say they want.
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Who’s the doctor?
“A brand identity is to brand strategy what
"strategic intent" is to a business strategy. Strategic
intent involves an obsession with winning, realinnovation, stretching the current strategy, and a
forward-looking, dynamic perspective; it is very
different from accepting or even refining past
strategy. Similarly, a brand identity should not accept existing perceptions, but instead should be
willing to consider creating changes.
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Audience:Families
Message:it’s funhere
Audience: Teens,young adults
Message: We’re
hip
Audience: Adults
Message: Treatyourself, don’tcook
You deserve abreak today
Audience: Anyone
Message: Every eats here, must
be good
Did these emerge from audience
feedback, or strategy?
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External Perspective Trap
"What does your brand stand for?"
"Achieving a 10 percent increase in sales"
Strategy has to look in, not just out.
Too busy marketing to live up to brand.
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Internal & External
Walmart’s greeters
Ritz-Carleton's “how may
we be of service?”
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The Product Attribution Trap
• Brand Users (the Charliewoman)
• Country of Origin (Audi has
German craftsmanship)
• Organizational Associations
(3M is innovative company)• Brand Personality (Yahoo is fun
and irreverent)
• Symbols (The stagecoachrepresents Wells Fargo)
• Brand-Customer relationship
(Gateway is a friend)
• Emotional benefits (Saturn
users feel pride in building a USbuilt car)
• Self-Expressive benefits (Nike
users are strong)
Most Common trap
A brand is more than product: it’s
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What’s going on here?
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More than a Product
PRODUCT
ScopeAttributes
QualityUses
OrganizationalAssociations
Country ofOrigin
User Imagery
Self-ExpressiveBenfits
EmotionalBenefits
Brand-customerRelationships
Symbols
Brand Personality
BRAND
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Limitations of Product-Attribute
Identities• Fail to Differentiate
• Are easy to copy
• Assume a Rational Customer
• Limit Brand Extension Strategies
• Reduce Strategic Flexibility
Think of Search, walkman-iPod,
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Breaking Out of Traps
• Brand-as-product that includes userimagery and and/or country of origin
• Brand Identify based on perspectives of brand organization, a person and a
symbol as well as a product• A value proposition that includes
emotional and self expressive benefits aswell as functional benefits
• The ability of a brand to providecredibility as well as a value proposition
• The Internal as well as external role of the brand identity
• Brand Characteristics broader than brandpositions
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Extended
Brand Identity Planning
core
Brand As Product
1. Product Scope
2. Product
Attributes3. Quality/Value
4. Uses
5. Users
6. Country
Brand asOrganization
1. OrganizationalAttributes
2. Local vs.Global
Brand AsPerson
1. Personality
2. Brand-customerrelationship
Brand AsSymbol
1. VisualImagery and
metaphors
2. BrandHreritage
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Extended
core
Brand As Product
1. Search
2. Fast,
comprehensive3. “The best”
4. Find anything:research to fun
5. Everyone
6. International
Brand asOrganization
1. Hardworking,fun, cult
2.Global view
Brand AsPerson
1. Honest, butplayful.
2. Alwaysthere for you.
Brand AsSymbol
1. Simpledesign, basic
html. Logo isnot sacred.
2. “oldinternet’
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Extended
core
Brand As Product
1. ____________
2. ____________
3. ____________
4. ____________
5. ____________
6. ____________
Brand asOrganization
1. ___________
2. ___________
Brand AsPerson
1.__________
____________
2.__________
Brand AsSymbol
1. __________
2. __________
YOU
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The Nature of Consistencyis how consistent must the property design be
to keep the brand consistent?
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Everything on brand
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