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8/2/2019 Brand Buld Identity
http://slidepdf.com/reader/full/brand-buld-identity 1/22
BRAND IDENTITY
8/2/2019 Brand Buld Identity
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1 December 2009 2
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Brand Identity?
Aspirational
External brand image
For internal communication
Brand Identity
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Brand Identity Principles
•Multiple dimensions
— not just a two word phrase
• No restrictions — beyond attributes/benefits
• Dimensions are prioritized
– Core identity — more important elements
• Source of differentiation, resonance, and strategy• Drive major programs, initiatives
– Extended identity provides texture and completeness —
helps determine what is on-brand
•Internal communication – vs. position/tagline — what we communicate externally
now
8/2/2019 Brand Buld Identity
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Why Brand Identity?
Externally
Shape our brand image
Provide basis for relationships and choice
Internally
Stimulate programs and prioritize initiatives
Inspire people
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Brand Identity Potential Dimensions
• Attributes/benefits/branded differentiators
• Personality
• Organizational associations
• Emotional & self-expressive benefits
• Product class relevance-scope
8/2/2019 Brand Buld Identity
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Identify What to Stand for:Siemens medical equipments
Straightforward
Diversified
Perspective
Flexible
Risk-Sharing
Partner
World-ClassResourceful
Technology
that Works
BroadCapability
In-Depth
Understanding
Of Customers
Best-of-Breed
ValueCreation
Collaborator
Informal
Competent
Confident
Team
Oriented
Gets Job
Done
Global
Local People
Culture
World
Health
Open
Communication
Experienced
Multi-Cultural
Committed
To Excellence
Dynamic
Bold
Without
Arrogance
B-to-B Service Company
Partner
With Customers
Customized
Solutions
Close to
Customers
Geographically &
Culturally
8/2/2019 Brand Buld Identity
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Simple
As Dell
Value for
Performance
Customization
Incredible Service
Dell Responds
Direct Model
Latest
Technology
Close to Customer
Understands needs
• Equipment
• Communication
Personality
Competent, Successful
Serious (not Apple)
Approachable
8/2/2019 Brand Buld Identity
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BRAND IDENTITY defines what mustremain permanent of a brand and whatmust evolve.
Brand identity is what is created by thesender, and what and how it is perceivedby the receiver is called the brand image.
Hence identity precedes image.
Brand identity is a charter.
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The essence of brand identity lies in the
answers to the question concerning aparticular brand.
• What is its individuality?
• What are its long term goals andambitions?
• What is its consistency?
• What are its values?
• What are its basic truths?
• What are its recognition signs?
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THE PRISM OF BRAND IDENTITY
PICTURE OF SENDER
PICTURE OF RECIPIENT
E
X
T
E
R
NA
L
I
S
A
T
IO
N
I
N
T
E
RN
A
L
I
S
A
T
I
O
N
Physique Personality
Self-imageeflection
Relationship Culture
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BRAND IDENTITY PRISM
1. Physique.- physical featuresEg. MRF tyre – muscular man/muscles
Apple (computers) – bitten apple
J&J - small kid’s appearance
2. Personality- Personality traits.
Eg. Maggi hot &sweet- humorous
Red& White- Valor/courageous
Marlboro - Cowboy-Rough and tough.
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BRAND PERSONALITY describes thebrand as a human being in terms of
• Physical characteristics• Demographic characteristics.
• Personality traits
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Brand personalities of banks:
1. Syndicate bank – 65 + , farmer in a ruralarea.
2. Corporation bank- 50 +, middle calss goveemployee in a semi and urban place.
3. ICICI bank – 30+ youth working in aprivate IT firm , living in a city.
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3. Culture- beliefs and value systemassociated with the brand
Eg. Dabur - Indian -ayurvedic-slow butsure. Direction and advise giving.
Adidas- working/doing things wellcollectively
Nike- individual excellence.
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4. Relationship-how it relates with the user
Vicks- mother child love relationship.
Vimal- Father – son informal relationship
LIC - companion for life
Wood ward’s gripe water – grand mother-
grand children - caring and affectionate
relationship
8/2/2019 Brand Buld Identity
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5. Self image- the picture of the inner self.
What he thinks of himself as.
ICICI – hard working, well qualified, highly
competitive, motivated by bigprofit/earning, new products launcher ,
technology facilitator, close to the govt..
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6. Reflection – It tells how the customer would like to be
seen as a result of using the brand.
If self image is the target’s own internal mirror, reflectionis the target’s outward mirror.
ICICI bank :
For the customer, good ambience provider, technology savvy,pleasing to the customer , no-1, best private bank in India.
Producer of Customer centric products, best bank forcorporates etc..
8/2/2019 Brand Buld Identity
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Physical product
Sports and
fitness
Personality
Traditional, Conser-
vative, Collective
CultureEuropean
Traditional
Self-Image
Relates more to
competing than to
winning
Reflection
True sportsmanship
Strong work ethic
A good team player
RelationQuality and
Heritage
Brand Identity Prism - Adidas
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Physical product Personality
Culture
Self imageReflection
Relation
Brand Identity Prism - Nike
Sports and
fitnessLike Jordan, Woods…
American
Just do It!
Cool
”Athlete”
Aggressive,
Provocative,
In-your-face
Sponsorship,
Ethics
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