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Brand,
identity
and design

What is a brand?
A set of expectations and associations resulting

out of an experience with an organization,

company, product or service.
How your key stakeholders think and feel about
what you do
Its about establishing first a connection and then
relationship with those important to your
success
Continuously meets and exceeds their demands
Is relevant, believable, sustainable and
consistent

Why a brand?
They have too many choices
Choice is not a good thing
Complicates our lives
Can cause people to shut down in the face of

too many options

The consumer challenge

Give me something where I can quickly
understand a fundamentally different
benefit or I will stick with what I have got.
Thanks!!

A successful brand
Defines how a product, service or

organization is different from its

competitors
Creates a personal experience for those
who interact with it
Contributes to their hopes, personal identity
Generates certain perceptions, attitudes and

behaviours
Enables fulfillment in their lives

Brand Identity
A unique set of brand associations that the brand
strategist aspires to create or maintain
Brand identity represents what the
organization wants the brand to stand for.
These associations represent
what the brand stands for

its promise to customers

Expand the value proposition

Functional benefits
Emotional benefits

An emotional benefit relates to the ability of the

brand to make the buyer or user feel
something during the purchasing process or
use experience
Self Expressive benefits
A self -expressive benefit exists when the brand

provides a vehicle by which a person can proclaim a

particular self image.

What is a brand?
A good brand will make you feel good about the choice

you have made, to buy it and to use it.

A good brand will help you make that choice in the first
place, and it can do that because it knows how to make
you feel good.
That it can do all these things shows what a complex
thing a brand is.
Much more than a name and a slogan, and substantially
more than an advertisement these things are but
window dressing compared to the heart of a brand.
The heart of the brand is an idea, and ideas can change,
and be changed thats how a brand lives, learns and
grows.

Attributes of a brand
The brand as an emotional charge
The brand as a guarantee of authenticity
The brand as a promise of performance in

use
The brand as satisfaction: pleasure or
fulfillment in use
The brand as a social expression: ego,
conformity/ nonconformity

Brands are much more than logos

What is a brand ?

A traditional scenario of market

Company A

Product / services

Consumer

Company B

Company C

In a traditional market scenario, the company is catering to the

consumer.
The number of competitors are small.
In these markets the companies can come with advanced
technologies and other strategies to capture more market share.
(The size and power of the players is important.)

What is a brand ?

Company A
Company B

Product / services

Consumer

Company C

In complex markets, the differences between companies are not

much.
The companies can not differentiate much themselves from others
on the basis of quality and technology etc. factors as all the
companies are competent enough.
This scenario explains the need for the differentiation for the
companies.

What is a brand ?

Branding is an effort to give a unique identity to the companys

products and create emotional associations with consumers.
It is a form of marketing.
A brand is a set of associations that are linked to a product range, a
division, or company.
These associations reside in the memory of customers.
These associations help customers understand
what the brand or company is,
why it is potentially relevant to them,
how it is different or similar to other products made by the
company,
and how it is similar or different from competitors
products.

What is a brand ?
Branding is a combined effort of the company which is projected to
the consumer.

Marketing

Company

Design

Brand

Consumer

What is a brand ?

What a brand means to common

person ?
In 'blind' taste tests, people prefer
the taste of Pepsi over the taste of
Coke. However, if the test is not
'blind' and the tasters know which
beverage is which, they prefer the
taste of Coke over Pepsi! That is the
emotional power of a brand. The
Coca-Cola brand has the power to
actually change an individual's
taste!
Coca-cola is the no.1 brand in the
world.
The first shape that was registered is
the coca cola bottle.

What is a brand ?
(1) Products and services have become so alike that they fail to
distinguish themselves by their quality, efficacy, reliability, assurance
and care. Brands add emotion and trust to these products and services,
thus providing clues that simplify consumers choice.
(2) These added emotions and trust help create a relationship between
brands and consumers, which ensures consumers loyalty to the brands.

What is a brand ?
(3) Brands create aspirational lifestyles based on these

consumer relationships. Associating oneself with a brand

transfers these lifestyles onto consumers.

(4) The branded lifestyles extol values over and above the

brands product or service category that allow the brands to be

extended into other product and service categories. Thus
saving companies the trouble and costs of developing new
brands, while entering new lucrative markets.

(5) The combination of emotions, relationships, lifestyles and

values allows brand owners to charge a price premium for their

products and services, which otherwise are barely
distinguishable from generics.

Integrity of Brand
Product Packaging

Product A

Company

Websites

logo

Product B
Advertisements
A brand is a promise. A promise to achieve certain results, deliver a
certain experience, or act in a certain way. A promise that is conveyed by
everything people see, hear, touch, taste or smell about your business.