Amity Business School

Creating Brand Identity

A Necessary Concept

Amity Business School

Defining the Brand

What is the brands 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?

Amity Business School

Identity is on the senders side. Its purpose is to specify the brands meaning, aim and self image Image is on the receivers side. Its how groups perceive the brand. Image refers to the way in which groups decode all of the signals emanating from the brands products, services and communications

Brand Identity and Brand Image

Brand identity prism

Amity Business School

Positioning & its Limitations

A brand for what? - brand promise and consumer benefit Panasonic is environmentally friendly Dettol is safe A brand for whom? - target aspect Mountain Dew is a soft drink for adults Omega is the watch for sophistication

Amity Business School

Amity Business School

A brand for when? - occasion when product is consumed Breakfast mornings with Kelloggs

A brand against whom? - competitors Tide washes whiter than any other detergent powder/bar

Amity Business School

Positioning Process
1. Indicate what category the brand should be associated with 2. Indicate what the brands essential difference is in comparison to the other brands and products in that category

Six Facets of Brand Identity

1. A brand has physical qualities or a physique What does it do? What does it look like?

Amity Business School

2. A brand has its own personality Spokesperson or figurehead role What brand would be if it were a person

Amity Business School

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

Amity Business School

5. A brand is a reflection Produces a reflection or image of the buyer or user Different from target the describes brands 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

Amity Business School

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

Strategic Brand Analysis

Customer Analysis
trends motivation

Amity Business School

Competitor Analysis
brand image/ identity

Self Analysis

unmet needs segmentation

image brand heritage strengths/strategies strengths vulnerabilities organization values

Brand Identity System

Brand as Product Product scope Product attributes Quality/value Uses Users Country of origin

Amity Business School

Brand as Organization Organization attributes Innovation Consumer concern Trustworthiness Local vs. global

Brand as Organization
Brand as Person Personality Energetic Rugged Brand-customer relationships Friend Advisor

Amity Business School

Brand as Symbol Visual imagery and metaphors Brand heritage

Amity Business School

Value Proposition
Functional benefits Emotional benefits Self-expressive benefits

BRAND ARCHITECTURE
Handling of a large product portfolio Brand-product relationship Six models in the brand-product relationship
The product brand; The line brand; The range brand; The umbrella brand; The source brand and; The endorsing brand

Amity Business School

The Product Brand Strategy

Amity Business School

It involves the assignment of a particular name to one, and only one, product as well as one exclusive positioning. The result of this strategy is that each new product receives its own brand name that belongs only to it For example, Procter & Gamble-detergent market by brands Ariel, Tide and soap market by Camay ,Olay etc.

Amity Business School

The Line Brand Strategy This strategy involves the exploitation of successful concept by extending it but by staying very close to the product

The Range Brand Strategy It bestow a single brand name and promote through a single promise a range of products belonging to the same area of competence

Amity Business School

Umbrella Brand Strategy The same brand supports several products in different markets. Each of them has its own advertising tool and its own communications The main advantage of umbrella strategy is the capitalisation on one single name and economies of scale on an international level

Amity Business School

Amity Business School

Endorsing branding

Amity Business School

Source Brand Strategy This is identical to umbrella brand strategy except for the point that they are no longer called by one generic name Two tier brand structure Sub-branding For example, AMUL Masti Dahi Endorsing Brand Strategy It gives approval to a wide variety of products grouped under product brands, line brands or range brands The brand endorsement can be indicated in a graphic manner by placing the emblem or in a nominal way For example, Johnson products with duck

Amity Business School