Chapter 2: Branding

Identity and Image Strategy

(Preview: Videos: Mac vs Pc)

Branding defined

Brand has a personality (this comes out through its identity which leads to its image)

Brand’s identity: Is its strategically planned and purposeful presentation of itself to gain a positive image in the minds of the public

Everything brand presents to public. Everything people see and hear, is part of its identity.

Brand Identity Elements: Gestalt (Whole is more than sum of parts)

Name Logo Tag Line Color Palette Architecture and Interior Design Sounds

Identity leads to image Brand Identity: Everything the brand presents to the

public Brand Image: Public’s perception of that identity,

direct associations people have with the brand Without identity, brand has no public persona Brand identity and brand image form core of a brand

Reputation Identity + Image = Reputation Reputation is less fleeting than image, lot harder to

shape, former over time through overall impressions of brand image

Given that reputation of a brand is derived from its image, marketers can at least indirectly control the image and the reputation of a brand by directly managing the visual identity

Lovemark Saatchi & Saatchi coined term to refer

to brands “inspiring loyalty beyond reason”

Loyalty can be lost as well as won

Brand’s Name Most important, most marketable asset Nike: Goddess of Victory (fits brand) but

original choice of founder Phil Knight, was “Dimension 6”

But best name cannot shield company from poor performance

Brand’s Logo Visual symbol a brand or company uses

to identify itself to consumers Might be simply a graphic element or it

can be a word (logotype) Target (bull’s-eye with no bullet holes) Find the arrow in Fedex logo

Brand’s Tag line Short phrase typically used with a brand

name or logo Might also be called brand’s slogan or

even motto (Can you hear me now?) Tag line may change over time, several

occasions when new campaigns etc Can become part of popular culture

Brand’s Color Palette Is brand strong enough that you can

identify it with just one color? Coca Cola Think of college colors UPS (What can brown do for you?) Color alone is also a marketable element of

identity. Glidden and Home Depot partnered in 2006 – ”Team Colors”

Brand’s Architecture and Interior Design Nike’s 178-acre “campus” a.k.a.

company headquarters in Oregon contains 16 buildings, all named after athletic endorsers. Also has cross-country running trail and bicycle track

Leo Burnett agency’s bowl of apples

Brand’s Sound trademarks Roar of the MGM lion, Nokia tune, zoom

zoom zoom campaign of Mazda car, Aflac duck,

Sounds become linked with brand

Developing a Brand’s Identity: Doing the Research Involves looking at two different

audiences: internal and external Internal: Employees and perhaps other

people who have a close connection to the brand

External: Customers, shareholders, vendors, the community, stakeholders

Projecting a Unified Message

IMC: Brand will communicate most effectively if it sends a unified message (to reinforce message) through multiple media beside: Advertising, websites, product packaging, building

interiors and exteriors, signs, clothing and uniforms, stationery, forms, publications, automobiles and other vehicles (airplanes and blimps), promotions and giveaway items

Translating ID for different media Decision to standardize (maintain consistent

identity elements across countries and cultures) or localize (translate and design identity elements for the local culture) is an important one for marketers

Decision to standardize or localize considers how consumers in a particular part of the world view the brand, and whether name will translate effectively.

Protecting Brand Identity

Trademark Law protects brand (Apple sued by Apple Corps, formed in 1968 by The Beatles, for relating its logo to music, after signing 1991 contract)

Strong Brand = Weak Trademark? (aspirin, escalator - lost their trademark) Not Kleenex Facial Tissue, Chapstick Lip Balm

Trademark/ Copyright Read Pg 45-47 3 scenarios on Pg 47