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.