Chapter 2:

Creating a Brand
 Contents
• Building a brand
• Brand identity
• Brand personality
• Brand image
 Introduction
• Branding continues to be a strong force in the marketing of an
organization’s products – be it a physical product or a services
product.
• A brand is successful when consumers are convinced that there
are significant differences among the brands in the same product
category.
• The brand consists of tangible attributes and some intangible
benefit.
• The meaningful differences can therefore take the form of either
product attributes or creating images around their product
Strategic Brand building and management process

Internal company analysis Strategic Analysis External audit

•Vision, mission and •PESTE analysis
organizational culture •Porters five forces
•Company strengths and Identify opportunities: Brand Objectives Industry analysis
weaknesses Competitor analysis
•Existing brand image Customer analysis
•Brand heritage Supplier analysis
Designing Identity of brand Substitutes
•Brand as a product
•Brand as a person – brand personality
•Brand as a symbol
Feedback
•Brands as an organization ORGANIZATIONAL
ACTIVITY

Grow and sustain brand equity Identify brand value proposition

•Manage brand challenges over time •Functional benefits
•Manage brands across boundaries •Self-expressive benefits
•Emotional benefits

Branding strategies Identify brand positioning basis

•Brand architecture,
•Brand stretching and
•Brand extension strategies
Build a brand through the marketing
programs
•Product strategy
Measure brand performance •Pricing strategy
•Financial measures •Promotion strategy
•Customer based measures •Distribution strategy
•Online strategy

CONSUMER’S UNDERSTANDING OF THE

Brand meaning: Brand image, Brand positioning, Brand
BRAND
personality
 The Strategic Fit
• Strategic brand building includes a mix of organizational
activity and the consumer’s perception or
understanding of the brand.
• It is therefore important that there be a strategic fit
between the two entities i.e. the identity designed by
the organization should be understood and readily
perceived by the customers.
 The Strategic Fit
Product Brand
design and communication
Brand is features
purchased Social
responsibility

Place
Brand is created Brand
evaluation by Price

consumers
Perceived
self image

Feedback Brand image

Company Brand
identity (BI1) (BI2)

(BI2) similar to (BI1) (BI2) dissimilar to (BI1)

Brand meets expectations

Strong Brand Brand gap

 Designing Brand identity
– Kapferer’s Identity Prism

• Kapferer (2009) has categorized the brand

identity into six dimensions that can be
represented by the six faces of the ‘hexagonal
prism’. The six facets are broadly categorized
under two perspectives – internal and external
 Kapferer’s Identity Prism
Left side
• The left side is the social face
of the brand and helps in
expressing the brand.
• They result in externalization
of the brand and consists of:
– Physique of the brand
– Relationship
– Reflection
Right side
• The right side of the prism is
the spirit of the brand and is
incorporated in the brand
itself.
• It results in internalization of
the brand and consists of:
– Personality
– Culture
– Self-image
 Brand personality
• Brand personality is ‘a set of human characteristics that can be
associated with the brand like gender, age and personality traits like
warmth, honesty, integrity, etc.
• The physical aspects of a product can be copied but it is very difficult
to copy the personality of a brand. Thus brand personality helps in
building a sustainable competitive advantage
• For an organization retailing brands across cultural boundaries, the
personality of the brand is an important aspect that helps them to
market their brand.
• Celebrity endorsements help in creating a brand personality as they
help consumers to understand the brand in context of the celebrity.
 Measuring brand personality
• An important aspect that needs to be discussed is how to measure
brand personality.
• This is not discussed in the brand identity prism as in a brand
identity the focus is internal.
• When we talk about measuring brand personality the focus is
external, i.e. how does the customer perceive the brand or what is
the personality of the brand according to the customers.
• This can be done with the help of Aaker’s (1997) Brand Personality
Framework
 Aaker’s
Brand Personality Framework
Ruggedness Sincerity
2 facets 4 facets
5 items 11 items

Brand
Sophistication personality Excitement
2 facets 4 facets
6 items 11 items

Competence
3 facets
9 items
 Aaker’s
Brand Personality Framework
Sincerity Excitement Competence Sophistication Ruggedness
Down to earth Daring Reliable Upper-class Outdoorsy
 Down-to-  Daring  Reliable  Upper class  Outdoorsy
earth  Trendy  Hard  Glamorous  Masculine
 Family-  Exciting working  Good  Western
oriented Spirited  Secure looking Tough
 Small town  Spirited Intelligent Charming  Tough
Honest  Cool  Intelligent  Charming  Rugged
 Honest  Young  Technical  Feminine
 Sincere Imaginative  Corporate  Smooth
 Real  Imaginative Successful
Wholesome  Unique  Successful
 Wholesome Up-to-date  Leader
 Original  Up-to-date  Confident
Cheerful  Independent
 Cheerful  Contempora
 Sentimental ry
 Friendly
 Brand image
• The brand image is ‘the set of beliefs held about a
particular brand’ (Kotler and Keller, 2005) by the
consumer.
• This image is formed by an understanding of all the brand
associations.
• The brand image gives an understanding about how
consumers choose a particular brand among alternative
brands after they have gathered information about the
brands.
 Brand image (contd.)
• Brand image is defined as ‘perceptions about a
brand as reflected by the brand associations held
in consumer memory”. Brand associations are
‘anything linked in memory to a brand’
• The association can be with the brand’s attribute,
brand’s benefit and the brand attitude
 Brand image (contd.)
Brand image can be built by:
• Product
• Price
• Packaging
• User imagery
• Usage imagery
 Brand image (contd.)

Brand meanings can be studied by adopting any of the following

measures:
• Free associations
• Picture interpretations
• Brand as a person
• Brand as an animal /
magazine
• Use experience
• Decision process
• Brand user
• Differential perception
• Personal values driving
choice
 Quick Recapitulation
• Building a brand
• Brand identity
• Brand personality
• Brand image
Questions?