1. Creating Brand Identity
A Necessary Concept

2. Defining the Brand What is the brand’s vision and aim?
What makes it different?
What need is the brand fulfilling?
What is its permanent nature?
What are its value or values?
What are the signs which make it recognizable?

3. Brand Identity and Brand Image
Identity is on the sender’s side. Its purpose is to specify the brand’s meaning, aim and self image
Image is on the receiver’s side. It’s how groups perceive the brand. Image refers to the way in which groups decode all of the signals emanating from the brand’s products, services and communications

4. Positioning & its Limitations
A brand for what? - brand promise and consumer benefit
Body Shop is environmentally friendly
VW is reliable
A brand for whom? - target aspect
Snapple is a soft drink for adults
Absolute is the vodka for sophistication

5. A brand for when? - occasion when product is consumed
Night belongs to Michelob
A brand against whom? - competitors
Heineken imported beer also competes with vodka and gin

6. Positioning Process
Indicate what category the brand should be associated with
Indicate what the brand’s essential difference is in comparison to the other brands and products in that category

7. Six Facets of Brand Identity
1. A brand has physical qualities or a ‘physique’
What does it do?
What does it look like?
2. A brand has its own personality
Spokesperson or figurehead role
What brand would be if it were a person

8. 3. A brand has its own culture
Set of values feeding the brand’s inspiration
Country of origin
4. A brand has its own relationship
Exchanges between people and brand
Service sectors and retailers

9. 5. A brand is a reflection
Produces a reflection or image of the buyer or user
Different from target the describes brand’s potential buyer or user
Customer is reflected as s/he wishes to be seen from using the brand
Consumers use brands to built their own identities

10. 6. A brand speaks to our self image
Self image is the target’s own internal mirror
Attitude toward the brand fosters an inner relationship with self

11. Strategic Brand Analysis
Customer Competitor Self
Analysis Analysis Analysis
• trends • brand image/ • image
• motivation identity • brand heritage
• unmet needs • strengths/strategies • strengths
• segmentation • vulnerabilities • organization
values

12. Brand Identity System Brand as Product Product scope
Product attributes
Quality/value
Uses
Users
Country of origin
Brand as Organization
Organization attributes
Innovation
Consumer concern
Trustworthiness
Local vs. global

13. Brand as Organization Brand as Person Personality Energetic Rugged
Brand-customer relationships
Friend
Advisor
Brand as Symbol
Visual imagery and metaphors
Brand heritage

14. Value Proposition Functional Emotional Self-expressive
benefits benefits benefits

15. Brand Characters Help consumers identify and recognize the brand
Guarantee the brand
Give the brand durability
Help differentiate and personalize the brand
Who are your favorite brand characters?