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Brand Identity

Branding Strategy

Identity Image

How we see ourselves... How others see us...

Identity and Image

Identity: Image:
The way a The way the
company aims to public perceives
identify or the company or its
position itself products
What is Image

It is decoded Identity
Brand identity is a unique set of brand
associations that the brand strategist aspires to
create or maintain.

These associations represent what the brand

stands for and imply a promise to customers
from the organization members.
A brand identity provides direction, purpose and
meaning for the brand. It is central to a brand’s
strategic vision and the driver of one of the four
principal dimensions of brand equity:

which are the heart and soul of the brand.

Aspects of Brand
How the brand is now perceived

How strategists want the brand to be perceived

The part of the brand identity and value proposition to be
actively communicated to a target audience
Brand Management



Brand Strategist


Customers & Potential Messaging Marketing, PR,

Popular, fun,

Brand Strategist

Do you

Marketing, PR,
Customers & Potential Messaging Product
Brand Identity and Brand Equity

Brand Brand Brand

Identity Associations Equity
Brand Identity System
A brand’s identity can be viewed from four
1. brand as product
2. brand as organization
3. brand as person
4. 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.
Brand Identity Planning



Brand As Product Brand as Brand As Brand As

Organization Person Symbol
1. Product Scope
1. Organizational 1. Personality 1. Visual
2. Product
Attributes Imagery and
Attributes 2. Brand-
2. Local vs. customer
3. Quality/Value
Global relationship 2. Brand
4. Uses Hreritage
5. Users
6. Country
Brand Identity Model(1) – Aaker Model
Extended Essence

Brand as Brand as Brand as Brand as

Product Organization Person Symbol

• 제품범주 / 속성 / 용도• 기업철학 / 문화 • Brand Personality • Symbol Mark

• 품질 / 가치 • 지역기반 • Relationships • Color
• 사용자 • Logotype
• 원산지 • Brand Name
Brand Identity System

Brand Identity

Brand as Brand as Brand as Brand as

Product Organization Person Symbol

Value Proposition Credibility

Brand-Customer Relationship
Dimensions of Brand Identity
Brand as Product
 Product Scope
 Product Attributes
 Quality/value
 Uses
 Users
 Country of Origin
Dimensions of Brand Identity

Brand as Organization

 innovation,
 consumer concern
 trustworthiness
 Local vs. global
Dimensions of Brand Identity

Brand as Person Personality

 genuine,
 energetic,
 rugged
 friend,
 adviser,
Dimensions of Brand Identity
Brand as symbol
 Visual imagery and metaphors
 Brand heritage
Brand as symbols
The Kapferer Brand Identity Prism


Physique Personality


Relationship Culture

Reflection Self-Image

Six Facets of Brand Identity
1. A brand has physical qualities or a ‘physique’
What does it do?
What does it look like?
2. A brand has its own personality
Spokesperson or figurehead role
What brand would be if it were a person
3. A brand has its own culture
Set of values feeding the brand’s inspiration
Country of origin
4. A brand has its own relationship
Exchanges between people and brand
Service sectors and retailers
5. A brand is a reflection
Produces a reflection or image of the buyer or user
Different from target the describes brand’s potential buyer or user
Customer is reflected as s/he wishes to be seen from using the brand
Consumers use brands to built their own identities

6. A brand speaks to our self image

Self image is the target’s own internal mirror
Attitude toward the brand fosters an inner relationship with self
Physique: Communication devise, hi technology, performance, design,
interchangeable/ colorful “covers”, premium materials and graphics, user
friendly software, big display, no antenna, comfortable forms, electronic
visual identifier, audio identifier (“Grande valse”), Nokia blue and Nokia
Personality: Innovative, fun, committed, reliable, trendy, involved, high
achiever, honest, socially accountable and progressive.
Culture: Communication, respect for the individual, innovation, reliability,
customer focus, customer satisfaction, cutting edge communications
technology and global.
Relationship: “Connecting people”.

Reflection: Young, sophisticated, cool, fun, fashion and status

Self-image: Young, trendy, sophisticated, able to buy (symbol of social
status), innovative and technology aware.
The laddering theory

“The laddering theory is a one-to-one interviewing technique used to

develop an understanding of how physicians translate the products
attributes (Features) into meaningful associations for them (benefits
and values) in a given products class”.

- Brand and products

Values positioning
Products - Communication platform
- Physician segmentation

Features - To discover the reasons why

purchase decisions are made
- …

Consumer perception, motivations

and expectations
(Means-End theory)
Brand Identity Model – Keller Model
Designing Developing Acquired
Brand Core Brand Communication Brand Power

Brand Identity System Brand Performance Marketing Performance

• Name
• Sales
• Slogan
• Awareness • Market Share
• Sound
Brand Essence • Associations • Brand Loyalty
• Symbol/Logo
• Attitude/Activity • Customer Satisfaction
• Color
• Coverage/Connection
• Philosophy • Character
• Positioning
• Personality Brand Delivery System Brand Assessment Financial Performance
• Promise/Value

• Website
• Brand Equity Model • Profits
• Contents/Solution
• Brand Diagnosis Model • Site Value
• Communication • Stock Value
• Customization • Brand Extension Model
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.
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,
real innovation, 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.
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.
The Product Attribution Trap

Most Common trap

A brand is more than product
Brand Users (the Charlie woman) Symbols (The stagecoach represents
Country of Origin (Audi has German Wells Fargo)
craftsmanship) Brand-Customer relationship
Organizational Associations (3M is (Gateway is a friend)
innovative company) Emotional benefits (Saturn users feel
Brand Personality (Yahoo is fun and pride in building a US built car)
irreverent) Self-Expressive benefits (Nike users
are strong)