Chapter 2: Branding Identity and Image Strategy (Preview: Videos)

Branding defined Brand has a personality (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

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

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 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?)

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

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