Brand Buld Identity

8/2/2019 Brand Buld Identity

http://slidepdf.com/reader/full/brand-buld-identity 1/22

BRAND IDENTITY



1 December 2009 2





Brand Identity?

Aspirational

External brand image

For internal communication

Brand Identity



Brand Identity Principles

•Multiple dimensions

— not just a two word phrase

• No restrictions — beyond attributes/benefits

• Dimensions are prioritized

– Core identity — more important elements

• Source of differentiation, resonance, and strategy• Drive major programs, initiatives

– Extended identity provides texture and completeness —

helps determine what is on-brand

•Internal communication – vs. position/tagline — what we communicate externally

now



Why Brand Identity?

Externally

Shape our brand image

Provide basis for relationships and choice

Internally

Stimulate programs and prioritize initiatives

Inspire people



Brand Identity Potential Dimensions

• Attributes/benefits/branded differentiators

• Personality

• Organizational associations

• Emotional & self-expressive benefits

• Product class relevance-scope



Identify What to Stand for:Siemens medical equipments

Straightforward

Diversified

Perspective

Flexible

Risk-Sharing

Partner

World-ClassResourceful

Technology

that Works

BroadCapability

In-Depth

Understanding

Of Customers

Best-of-Breed

ValueCreation

Collaborator

Informal

Competent

Confident

Team

Oriented

Gets Job

Done

Global

Local People

Culture

World

Health

Open

Communication

Experienced

Multi-Cultural

Committed

To Excellence

Dynamic

Bold

Without

Arrogance

B-to-B Service Company

Partner

With Customers

Customized

Solutions

Close to

Customers

Geographically &

Culturally



Simple

As Dell

Value for

Performance

Customization

Incredible Service

Dell Responds

Direct Model

Latest

Technology

Close to Customer

Understands needs

• Equipment

• Communication

Personality

Competent, Successful

Serious (not Apple)

Approachable



BRAND IDENTITY defines what mustremain permanent of a brand and whatmust evolve.

Brand identity is what is created by thesender, and what and how it is perceivedby the receiver is called the brand image.

Hence identity precedes image.

Brand identity is a charter.



The essence of brand identity lies in the

answers to the question concerning aparticular brand.

• What is its individuality?

• What are its long term goals andambitions?

• What is its consistency?

• What are its values?

• What are its basic truths?

• What are its recognition signs?



THE PRISM OF BRAND IDENTITY

PICTURE OF SENDER

PICTURE OF RECIPIENT

E

X

T

E

R

NA

L

I

S

A

T

IO

N

I

N

T

E

RN

A

L

I

S

A

T

I

O

N

Physique Personality

Self-imageeflection

Relationship Culture



BRAND IDENTITY PRISM

1. Physique.- physical featuresEg. MRF tyre – muscular man/muscles

Apple (computers) – bitten apple

J&J - small kid’s appearance

2. Personality- Personality traits.

Eg. Maggi hot &sweet- humorous

Red& White- Valor/courageous

Marlboro - Cowboy-Rough and tough.



BRAND PERSONALITY describes thebrand as a human being in terms of

• Physical characteristics• Demographic characteristics.

• Personality traits



Brand personalities of banks:

1. Syndicate bank – 65 + , farmer in a ruralarea.

2. Corporation bank- 50 +, middle calss goveemployee in a semi and urban place.

3. ICICI bank – 30+ youth working in aprivate IT firm , living in a city.



3. Culture- beliefs and value systemassociated with the brand

Eg. Dabur - Indian -ayurvedic-slow butsure. Direction and advise giving.

Adidas- working/doing things wellcollectively

Nike- individual excellence.



4. Relationship-how it relates with the user

Vicks- mother child love relationship.

Vimal- Father – son informal relationship

LIC - companion for life

Wood ward’s gripe water – grand mother-

grand children - caring and affectionate

relationship



5. Self image- the picture of the inner self.

What he thinks of himself as.

ICICI – hard working, well qualified, highly

competitive, motivated by bigprofit/earning, new products launcher ,

technology facilitator, close to the govt..



6. Reflection – It tells how the customer would like to be

seen as a result of using the brand.

If self image is the target’s own internal mirror, reflectionis the target’s outward mirror.

ICICI bank :

For the customer, good ambience provider, technology savvy,pleasing to the customer , no-1, best private bank in India.

Producer of Customer centric products, best bank forcorporates etc..



Physical product

Sports and

fitness

Personality

Traditional, Conser-

vative, Collective

CultureEuropean

Traditional

Self-Image

Relates more to

competing than to

winning

Reflection

True sportsmanship

Strong work ethic

A good team player

RelationQuality and

Heritage

Brand Identity Prism - Adidas



Physical product Personality

Culture

Self imageReflection

Relation

Brand Identity Prism - Nike

Sports and

fitnessLike Jordan, Woods…

American

Just do It!

Cool

”Athlete”

Aggressive,

Provocative,

In-your-face

Sponsorship,

Ethics



Documents

Brand Buld Identity