Fg chapter 3_brand identity

CHAPTER 3 : BRAND MANAGEMENT

BRAND IDENTITY

F.GAUCHER - Corporate Reputation and Brand Management

Developing Brand Plans

2. Brand Positioning

I

1. Brand Identity

3. Brand Architecture

Brand Essence

Perceptual Map

Value Proposition

Brand Identity Model

Brand Management – Brand Identity 1

Developing Brand Plans – Brand Identity

Brand Identity

1

Brand identity expresses the brand’s tangible and intangible

characteristics – everything that makes the brand what it is.


Brand Identity

1

Before projecting an image to the public, we must

know exactly what we want to project.


Brand Identity

1

A company's brand identity is how that business wants to be

perceived by consumers (its target audience).

Brand Identity represents what the organization wants the

brand to stand for.

Developing Brand Plans – Brand Identity 1

Kapferer’s model to define Brand Identity

How to define Brand Identity?


A brand is a PHYSIQUE.

3. Brand Identity - Physique



1

Tangible elements: Product, Design, Features

• Physique: the set of the brand physical features

• All the specific design and product features that

identify the brand

A brand has physical specificities and qualities

Developing Brand Plans – Brand Identity 1 Ta

ngib

le e

lem

ents

- P

hysi

que:

The physical facet

also comprises the

brand’s prototype:

the flagship product

that is representative

of the brand’s

qualities.


Example: the Coca Cola and Orangina bottle shapes


Tang

ible

ele

men

ts -

Physi

que:

Brand’s Prototype

Levis 501



Tang

ible

ele

men

ts -

Physi

que:

Burberry's

classic

checked

pattern



Tang

ible

ele

men

ts -

Physi

que:

Nike AIR

feature



Tang

ible

ele

men

ts -

Physi

que:

Brand’s

Prototype

Porsche

911



Tang

ible

ele

men

ts -

Physi

que:

Brand’s Prototype

Citroen

DS



A brand has a Personality.

2. Brand Identity - Personality


• Brand personality: it is the brand character.

• Brand personality says how the brand

communicates with the outside world.

A brand has a personality



How the brand communicates with the outside world:

• Using specific VI (Visual Identity): colors, typo, logo,

writing style or voice, etc.

• Personality traits: smart, professional, creative, etc.



Brand Identity (2)

1

Brands may use personality endorsement that

embodies the brand personality.


Brand Identity (2)

1

Ref: Aaker

Porsche Brand Personality


A brand is a customer Relationship.

3. Brand Identity - Relationship


• A brand can symbolize some specific relationship between

two people, such as mother and child, bond of two friends,

teacher and student, etc.

• Type of relationship characteristics: Honesty, respect,

closeness, consideration, fun, trust, support, fairness,

friendly, love, etc.

• Brand resonance: resonance refers to the relationship that

a brand builds with its customers



• The luxury carmaker Lexus clearly sets its class apart

from BMW by providing its customers a red carpet

treatment.


Virgin: Customers are fun companions.







Apple: Friendly and approachable




Brand Identity (3)

1


Brand Identity (3)

1


A brand is a CULTURE.

4. Brand Identity - Culture


• Brand culture: the values (national culture,

region, subculture, etc.) on which a brand has to

base its behavior.

• Example: Apple California

A brand is a culture.





4. Bra

nd Id

ent

ity -

Cu

lture


Brand Identity

1


A brand is a customer reflection.

4. Brand Identity - Reflection


• Brand Reflection: A brand builds a reflection or an image

of the buyer or user.

• In other words, the brand's most stereotypical buyer.

• “that’s a brand for young people!”, “For fathers!”, “for

show-offs!”



• Coca-Cola, has a much wider clientele than suggested by

the narrow segment it reflects (15- to 18-year-olds).



A brand is a customer Self-Image.

5. Brand Identity – Self-Image


• Customer’s self image: the mirror the target group

holds up to itself • Ex: Porsche is focusing on designing vehicles that

would reinforce the feeling of success, and

reflecting the customers’ high self-esteem, their

roles, and their status.

5. Brand Identity – Customer Self-Image

A brand speaks to our self-image.

• Lacoste customers’ self-image:

• Studies show that Even if they do not

practice any sports, Lacoste clients

inwardly picture themselves as members

of an elegant sports club – an open club

with no race, sex or age discrimination, but

which endows its members with

distinction.




a brand speaks to our self-image.





Brand Identity (3)


Business

Fg chapter 3_brand identity