Brand Identity

by Anoop Kumar Gupta MAIT

Brand Identity
Brand

identity is a unique set of positive brand associations that the brand strategist aspires to increase or maintain. These associations represent what the brand stands for and imply a promise to the customers from the organizations members Brand identity can be organized around four perspectives Brand as a Product P O Brand as an organization P S Brand as a person Brand as a symbol
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Brand Identity -Horlicks

Inner

Core

Nutrition and Health

Outer

Core

User: Anybody who needs Nutrition and Health, Children, would be mothers, old people, (the entire family) Product scope: Products, that supplement nutritional needs. Extension: Horlicks, Horlicks Junior, Horlicks Plus, Mothers Horlicks, Horlicks Chocolate, Horlicks Biscuits Slogan: The great family Nourisher Personality: Protecting, Caring, supportive , concerned
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Brand Identity, Brand Image & Brand Positioning

Brand Identity
Brand as intended

Brand Image
Brand as received or decoded How the brand is perceived

Brand Positioning
Brand in relation to competitive brands The part of the brand identity & value proposition to be actively communicated to he target market
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How do strategists want the brand to be perceived

Brand Identity
It encompasses the entire spectrum of consumers awareness, knowledge, and image of the brand as well as the company behind it. It is the sum of all points of encounter or contact that consumers have with the brand, and it extends beyond the experience or outcome of using it. These contacts can also result from various forms of integrated marketing communications activities used by a company, including mass-media advertising, sales promotion offers, sponsorship activities at sporting or entertainment events, websites on the Internet, and direct-mail pieces such as letters, brochures, catalogs, or videos.

Brand Image
What is the difference between brand identity and the

brand image? Brand image is on the receivers side. Image research focuses on the way in which certain groups perceive a product, a brand, a politician, a company or a country. The image refers to the way in which these groups decode all of the signals emanating from the products, services and communication covered by the brand.

Brand Identity
Identity is on the senders side.

The purpose, is to specify the brands meaning, aim and self-image. Image is both the result and interpretation thereof. In terms of brand management, identity precedes image. Before projecting an image to the public, we must know exactly what we want to project. Before it is received, we must know what to send and how to send it.

Brand Identity v/s Brand Image (Kapferer)

Brand Identity (Kapferer)

An image is a synthesis

made by the public of all the various brand messages, e.g. brand name, visual symbols, products, advertisements, sponsoring, patronage, articles. An image results from decoding a message, extracting meaning, interpreting signs. Where do all these signs come from? There are two possible sources: brand identity of course, but also extraneous factors (noise) that speak in the brands name and thus produce meaning, however disconnected they may actually be from it. What are these extraneous factors?

Brand Identity (Kapferer)

First, there are companies that choose to imitate

competitors, as they have no clear idea of what their own brand identity is. They focus on their competitors and imitate their marketing communication. Second, there are companies that are obsessed with the willingness to build an appealing image that will be favorably perceived by all. So they focus on meeting every one of the publics expectations. That is how the brand gets caught in the game of always having to please the consumer and ends up surfing on the changing waves of social and cultural fads.

Brand Identity (Kapferer)

The third source of noise is that of fantasised identity:

the brand as one would ideally like to see it, but not as it actually is. As a result, we notice, albeit too late, that the advertisements do not help people remember the brand because they are either too remotely connected to it or so radically disconnected from it that they cause perplexity or rejection. The identity concept thus serves to emphasize the fact that, with time, brands do eventually gain their independence and their own meaning, even though they may start out as mere product names.