22-01-2013, 03:05 PM
Brand Identity Prism
Brand Identity.pptx (Size: 1,004.62 KB / Downloads: 50)
The vision, key belief of the brands and its core values is called brand identity.
The outward expression of a brand – including its name, trademark, communications, and visual appearance
it reflects how the owner wants consumer to perceive the brand
This is in contrast to the brand image, which is a customer's mental picture of a brand
Brand image Vs brand identity
Brand Image is the total personality of the brand. It is the set of perceptions that the customers have in mind about a particular brand.
Famous brand like Mercedes-Benz has an image of a luxurious car which itself defines the standard of luxury.
Brand identity
Brand identity, on the other hand, is how the company presents the brand to the market, how it wants its customers to view its brand.
Brand identity is what the owner wants to communicate to its potential consumers
Brand identity
As per Kapferer, Brand identity can be defined by six parameters:1.Personality2.Physique3.Culture4.Relationship5.Self Image6.Reflection
The above three are internal identity and another three are external identity
Physique
Physique – It includes product features, symbols and attributes
Examples: Packaging color, product features etc. Apple I-pod physique will include its dial capabilities, the screen, and its connectivity with musical devices
Brand personality
Brand personality - Personality-like traits associated with brands
Examples- Nike and athlete (Micheal Jordan, Usain Bolt )Ashton Martin with James Bond
It encompasses What kind of person the brand would be, if it were a human being. Examples: Confident, Social, Flamboyant, Arrogant, Energetic etc.
Culture
Culture – Culture takes a holistic view of the organization, its origins and the values it stands for.
Rules governing the brand in its outward signs like product and communication
Examples: Indian, Western, Contemporary, Narcissist, Urban
Relationship
Relationship – The strength of the relationship between the brand and the customer
Examples: Trust, loyal
Jet Airways – Servicing their customers to the best
Emirates airlines is known to have a strong relationship with its customer.
Reflection
Reflection – What does the brand represent in the customers mind
What target consumer thinks & perceives the product to be.
Factor for strong and good brand image
Example: Royal, Dynamic, Energetic, Confident
Pepsi as a Youth oriented brand. Its tagline in India “YEH HAI YOUNGISTAN MERI JAAN”
Self image
Self image – How does the customer see himself when compared to the brand
Which an organization wants its customers to perceive
Example: Masculine, Progressive, Self Belief
Paras’s Set Wet Gel – targeted towards males have a self image of masculinity