Types of Benefits
Brand Identity
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)
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)
Extended Core
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 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.
CEO Celebrity