brand identity
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Module 4: Brand Identity
Brand Management
LoyaltyBrand-based price premiumShareholders’ returnsClarity on internal focus and brand executionHigh loyalty leads to ignoring small mistakesAttract resources
Brands as assets
Brand Asset Management
Supporting a Brand Asset Management Culture
Measuring your return on brand investment Establishing a brand-based culture
Developing a Brand Asset Management StrategyPositioning your
brand for success Extending your brand Communicating your brand’s positioning
Leveraging your brand to maximize channel influence
Pricing your brand at a premium
Determining your brand pictureDetermining your brand’s image Creating your brand’s contract Crafting a brand-based customer
model
Developing a brand visionElements of a brand vision
Brand Vision
Clear direction for the brand in helping thecompany achieve its long-term strategic andfinancial growth goals.
Corporate vision-what the company is all about, itscustomers and unique benefitsBrand Vision-how the company plans to leverage
itsbrands to reach the corporate vision and objectives
Purpose of establishing a brand vision
Pull in senior management’s support and commitment
Continuous researchStakeholders are aware
Brand’s vision components
Statement of the overall goal of the brandTarget marketPoint of differentiationFinancial goals
Brand Vision Elements
Trademarkable devices that serve to identify and differentiate the brand
-brand name, logos, character, spokespeople,slogans, jingles, packages, URLs, and signageCriteria for choosing brand elementsMemorabilityMeaningfulnessLikabilityTransferabilityAdaptabilityprotectability
Choosing Brand names
Central themeKey associationEasy to pronounce
and spellMeaningfulDistinctiveDescriptive
(functions) and suggestive (benefits)
CompoundsClassicalArbitraryfanciful
Other brand elements
Logos Charactersslogans
JinglesPackagingURLs (significant
brand recall)
Brand Identity
Brands undergo changes. But the DNA remains the same.
CompanyBrand
Identity
Brand Communicati
on
Customer Brand Image
MimicOpportunismidealism
Competition;noise
Brand Identity Prism
Brand Identity-name and brand characters
Brand identity is a unique set of brandassociations that the brand strategist aspires tocreate or maintain. These associations
representwhat the brand stands for and imply a promiseto customers from the organization members.
Brand Identity Perspective
Brand as a productBrand as an organisationBrand as a personBrand as a symbol
Brand as Product-product related associations
The product scope-associations with a product class
Product-related attributes-specific attributesQuality/value- identity linked to core qualityAssociations with Use occasionAssociations with usersLink to a country or region-heritage & culture
Brand as Organization Attributes of the organization to the brand More enduring & resistant to competitive claims Set of product classes
Brand as a person-brand personality/human traits
Brand as symbol-visual imagery, metaphors (Energiser bunny, LIC) & the brand heritage (KSRTC)
The Identity Structure
Core Identity
-soul; fundamental beliefs and values
-consistent in different markets and times
Extended Identity
-elements that provide texture and completeness.
-tagline and personality
Brand Identity Traps
Brand Image trapBrand position trapThe external perspective trapProduct attribute fixation trap –users,
country, organization, personality, emotional benefits, self-expressive benefits
Leveraging Secondary Brand Knowledge
Other Brands-alliances, ingredients, company, extensions
People Brand Places-employees -country of origin-endorsers -channels Things- events, causes, third-party
endorsements, satisfaction indexes, surveys, organizations and associations
Brand Image
Zaltman Metaphor Elicitation Technique (ZMET): Brand Image developmenta research tool that uses visual and sensory images to help better understand the meaning of brands. employs qualitative methods to elicit the metaphors, constructs and mental models that drive customers' thinking and behavior, as well as quantitative analyses to provide data for marketing mix decisions and segmentation strategies.
ZMET-Procedure
A total of 25 customers typically are recruited to participate in a project. After qualifying for participation in a project (based on screeners), customers are given a set of instructions and guidelines about the research topic, eg., a brand name, a service concept, product use, or product design. They are instructed to take photographs and/or collect pictures from magazines, books, newspapers or other sources that indicate what the topic means to them. Customers are provided with a camera, and a personal interview is scheduled approximately seven to ten days hence. The personal interview involves a guided conversation which we believe yields more valid, more reliable and, importantly, more relevant insights than traditional structured interview approaches (see McCracken 1988; Mishler 1986).
Using ZMET for image construct
Alice, one of the customers was asked to take and/or collect pictures of what "Tide" meant to her.
Alice, a young mother, collected 14 images. After completing Step 1 (storytelling about each picture), the interviewer asked Alice if there were any pertinent images that she had not been able to collect (Step 2). Alice indicated that she would have liked to take a photograph of a pig sty, noting that she wondered if "Tide" would be able to "clean a dirty pig." In Step 3, Alice sorted her images into three groups: comfort, freshness, drudgery.
In Step 4, the interviewer randomly selected three of Alice's pictures, and asked her, "How are any two of these three pictures similar to each other and different from the third." This surfaced two constructs: unpleasantness and freshness. The interviewer, using the laddering process, helped to elicit additional constructs and their relationships. After Alice's explanation, the interviewer continued to randomly select three pictures and question Alice until no new constructs were elicited.
The logo is for an editing studio
This logo was created for a puzzle game called Cluenatic. It involves unraveling four clues. The logo has the letters C, L, U and E arranged as a maze. From a distance, the logo looks like a key.
The below two are magazines from the Readers Digest. It attempts to
communicate what it is about figuratively.
The arrow represents speed and precision which are the positioning elements of the company
This logo of a hairstylist brings the cheeky humour to the dressing
table.
Internal branding of IBM
The Sun Microsystems logo is a wonderful example of symmetry and order. It was a brilliant observation that the letters u and n while arranged adjacent to each other look a lot like the letter S in a
perpendicular direction.
MindTree's visual identity demonstrates the organization's DNA - Imagination, Action and Joy. The upward blue stroke
signifies limitless Imagination. The red background symbolizes Action, while the yellow dots are the bubbles of Joy.
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