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“ Brand Management”
MK542E

Brand Identity and Positioning

Dr. Dildar Hussain

Associate Professor
Rennes School of Business

Office No. 327

dildar.hussain@rennes-sb.com

Chapter Overview
Overview

Recapping brand components

Make up of brand identity, its system and facets

Brand positioning and its role in marketing mix

Learning Objectives

Understanding brand personality and brand image

Understand how a brand image is built

Understanding role of brand positioning in the marketing mix

Discuss different brand positioning strategies

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Introduction

Brand management is to manage activities of branding

Developing a brand identity

Brand image

Brand personality

Brand positioning

And selecting appropriate communication plan

Part of brand equity creation consists of

brand positioning

Two important issues in brand positioning

Customer’s perception of a brand in relation

to competitors

Dimensions of brand as perceived by customers

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Brand Identity and Brand Identity System

A key component of branding

has to be clear, consistent and resonates with customers
Unique set of functional and mental associations the brand
aspires to create or maintain Aaker, 2012

How a brand is perceived

Brand identity system

Consists of 12 dimensions organized around four perspectives

The brand as a product (product scope, product attributes,

quality/value, uses, users, country of origin)

The brand as organization (organizational attributes, local versus global)

Organization like LVMH
The brand as person (brand personality, brand customer relationship)

The brand as symbol (visual imagery/metaphors and brand heritage)

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Brand Identity Elements - 1

Name

Name of an organization and/or product

Name could be descriptive, eponymous, suggestive,

or fanciful

Logo

Logo can be thought as flag – distinctive, memorable, and

signaling value

Types of logo include marks (graphic symbols),

logotypes (name and symbol combined in a specific way),
and word marks (consisting primarily on typographic and
focusing on name rather symbol

https://www.youtube.com/watch?v=0FM-_WgPSUU

5_1_Logo.mp4
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Brand Identity Elements - 2

Tagline

Often referred to as “slogan”

A short verbal phrase that can serve a number of purposes

Providing descriptive information

Kinds of customers the company/product serves

Typically has a predefined relation to the logo

https://www.youtube.com/watch?v=FvS2knv31_g

5_2_Tageline.mp4
Design System

The organized system that creates companies and their brands recognizable and repeatable
visual identity

This includes distinctive color palette, typography

Secondary graphics or specific style of illustrations

5_3_Colour.mp4
https://www.youtube.com/watch?v=gLR9JmWb5AI 6

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Brand Identity Facets -1

According to Kapferer (2004), brand identity has six facets

Brand physique

It includes tangibles like appearance of the brand

Shape of the Coke bottle, purple packaging of Cadbury, etc.

Brand Culture

Part of the brand from which it draws inspirations

Californian innovation for Apple and capitalism for American Express

Brand personality describes brands in terms of human

characteristics

Brand Identity Facets -2

Brand relationship

Brand’s ability to connect with people

It can sometimes be seen as a lover

Compare IBM and Apple both connect with different type of people

Brand reflection

Who is perceived to use the brand

Nike – not only sporty but also a trendy youngster

Self-image

Consumers often buy brands to reflect their identity

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Brand Identity Facets - 3

Brand personality

Brands have personalities in much same way as humans

Brand personality describes brands in terms of human

characteristics

Brand personality is seen a valuable factor for creating

and maintaining a bond with customers

Five facets of brand personality

Sincerity (down to earth, honest, wholesome, cheerful)

Excitement (daring, spirited, imaginative, and up to date)

Competence (reliable, intelligent, and successful)

Sophistication (upper class, charming)

Ruggedness (outdoorsy, tough)

5_4_Personality.mp4
https://www.youtube.com/watch?v=fjrgt1kHodY
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Corporate Identity

Linked to concept of corporate brand

A strong identity is important for transmitting

a consistent internal and external image
among stakeholders

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Brand Image

Consumer’ perception of a brand

Less likely to have only one brand image

According to Sigmund Freud, ego and superego control

to a large extent the image and personality that people
would like other to have of them

Dimensions of brand image

Functional

Symbolic

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Brand Image Building

Brand image building represents what potential buyers register and retain about the
company or its products

A brand image can be built via integrated marketing communication, which includes

Advertising

Sales promotion

Sponsorship

Activities

The Internet

Direct mail

Brochures

Articles, stories, etc.

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Brand Positioning

Brand positioning is the “market space” a brand is perceived to occupy

It is in the stake holders’ minds in relation to the competitor products

Role of brand positioning in the marketing mix

Segmenting, targeting, positioning (STP) are sequential processes

and ultimately result in the final brand positioning according to
Kotlerian theories

Positioning is about attaching a permanent meaning to the brand

and relevant to the product in the mind of the customer

It tells what role brand plays in his/her life

What kind of value the brand will deliver?

Identifying the position

And achieving the chosen position

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Criteria for Successful Positioning -1

Ideally, the objective of positioning is to make people feel that there is no substitute
for the brand

Successful positioning is based on physical product and good marketing

communication

Six criteria for successful positioning

Relevance

Brand having a clear vision and concise meaning

To be crystal clear about what the brand stands for

Distinctiveness

Standing out

Brands failing in achieving distinctiveness will have to compete on price or promotion

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Criteria for Successful Positioning -2

Coherence

Need to have a coherent position

A brand positioned as premium but not available in

high image stores ??????

Commitment

Need to stay committed to positioning

Sometimes brands try to target more than one segment

(brand extension, stretching) for short term benefits

Durability - brands are not built overnight

Clarity – through communication and a clear position

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Brand Positioning Strategies

Based on market segmentations

Age

Gender

Education

Social class

Race

Religion, etc.

Based on 4 Ps

Product features

Usage

Benefits, etc.
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Perceptual Mapping -1

A technique to determine a brand’s position in relation

to competitors on various dimensions

Brands can be positioned against competing brands

A simple perceptual map shows the positioning of brands

on two dimensions i.e., price and quality

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Perceptual Mapping - 2

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Perceptual Mapping - 3

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Perceptual Mapping Exercise

Draw a perceptual map of at least 5 international brands

– Airlines

– Automobiles

– Cell phones

– Laptop computers

– Supermarkets

– Hotels

– Fast food restaurants

– French Business Schools

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Case Study

DELL COMPUTER

https://www.youtube.com/watch?v=PEDoRLWUaZo
5_5_Logo.mp4

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dildar.hussain@rennes-sb.com

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