Content

Types of Benefits
Brand Identity

Brand Image Trap

Brand Personality

3 Main Choice while introducing a product:

Develop a NEW Brand individually
Add in existing brand.

Combination of a New and Existing Brand.

Physical & Psychological Dimensions (Customers Point of view) Important Need and brand has to meet that needs. Brand has to be potential to be preferred by them. Long term relationship by fulfilingthe changing needs of these customers.

Customer Attributes
Demographics

Lifestyles
Need/ Desires Hopes/ Aspirations Fears/ Concerns Product Purchase & Usage Behaviour

Types of Benefits
Congnitive & Emotional Benefit (Energetic and vibrant when drinking Coke) Functional Benefit (Volvo is a safe, durable car because of its weight and design.) Self Expressive Benefits (Nike has substantial selfexpressive benefits associated with its brand - the "Just do it" concept,. as a Nike user, you express yourself by performing to your capability)

1.Congnitive & Emotional Benefits

Value Added advantage (Difference between Titan & any basic watch)
Emotional Attachment Rational (Trust, Confidence, Assurance) Factual Quality (material, technology, services)

Brand Identity-Meaning
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.

Dimensions
Brand identity consists of twelve dimensions organized around four perspectives the brand-as-product (product scope, product attributes, quality/value, uses, users, country of origin), brand-as-organization (organizational attributes, local versus global)

brand-as-person (brand personality, brand-customer relationships),

brand-as-symbol (visual imagery/metaphors and brand heritage)

Extended Core

Brand Identity Structure

Brand identity structure includes
Core Identity: the central, timeless essence of the brandis most likely to remain constant as the brand travels to new markets and products. Extended identity: It includes brand identity elements, organized into cohesive and meaningful groupings, that provide texture and completeness.

Brand Identity Traps

Brand Image Trap
Brand Position Trap

Product Attribute Fixation Trap

External Prespective Trap

Knowledge of the brand image (how customers and others perceive the brand) provides useful and even necessary background information when developing a brand identity.

Brand Position Trap

A brand position is the part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing brands.

3.External Prespective Trap

From the perspective of most brand strategists, particularly in United States and Europe, a brand identity is something that gets customers to buy the product or service because of how they perceive the brand. The orientation is entirely external.

4.Product Attribute Trap

The most common trap of all is the product-attribute fixation trap, in which the strategic and tactical management of the brand is focused solely on product attributes.

BRAND PERSONALITY
The attribution of human personality traits (seriousness, warmth, imagination, etc.) to a brand as a way to achieve differentiation. It is seen as a valuable factor in increasing brand engagement & attachment. Brand Personality System (BPS) was tested & concluded as a compact set of traits were designed to both measure & structure brand personality. Example: My LED TV is a beauty.

3 Reasons of Brand Personality:

First, because more and more parity products are arriving on the scene to duke it out with one another, the brand's personality may be the one and only factor that separates it from its competitors.
Second, when a purchase decision involves (or perhaps even depends on) an emotional response, a likeable personality may well provide that necessary emotional link. Third, a consistent brand personality can help not only the brand, but that brand's advertising stand out and be recognized.

Brand Personality dimensions

The Brand Personality Dimensions of Jennifer Aaker The five core dimensions and their facets are:
Sincerity (down-to-earth, honest, wholesome, cheerful) Excitement (daring, spirited, imaginative, up-to-date) Competence (reliable, intelligent, successful) Sophistication (upper class, charming) Ruggedness (outdoorsy, tough)

Creating Brand Personality

The process will be

Define the target audience

Find out what they need, want and like Build a consumer personality profile Create the product personality to match that profile

Brand Personality Relationship Model

The concept of a relationship between a brand and a person (analogous to that between two people) provides a different perspective on how brand personality might work. To see how the relationship basis model works, consider the personality types of people with whom you have relationships and the nature of those relationships. Some of the types might be as follows: Sincerity ,Excitement, Competence, Sophistication,Ruggedness

Brand Personality Drivers

PRODUCT-RELATED CHARACTERISTICS NON-PRODUCT-RELATED CHARACTERISTICS

Product category Package Endorser Price Product Attributes

User imagery, Sponsorships,

CEO Celebrity

Symbol Age Ad style Country of origin

Why We use Brand Personality?

Enriching Understanding
Contributing To A Differentiating Identity Guiding The Communication Effort Creating Brand Equity through:
1. 2. 3. Self Expression Emotional Functional

How The Brand Helps To Express A Personality?

Feelings Engendered by the Brand Personality
The Brand as a Badge

The Brand Becomes Part of the Self