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BRAND IDENTITY

It is the way the company wants to

project itself to the customers.

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Definition

� As stated by Aaker, Brand identity is a

unique set of associations that the brand

strategist aspires to create or maintain.These associations represent what the

brand stands for and imply a promise to

customers from the organization members.

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� Eg:- Adidas, it stronglyperceives itself to be a

sporty, daring, smart andenduring brand.

� Dove, a pure soap. Due tothis, color of soap is whiteonly, sign of dove is white

which itself is a symbol of peace and purity.

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Models of Brand Identity

� Brand as product

 ± It includes product scope, to which products of 

the brand is associated with, product attributes,

country of origin, quality, uses, users etc.

 ± Product scope- it is the product or products

with which a brand is related.

� Eg:- Bandaid for antiseptic bandages, surf for detergents etc

� It helps in high brand recall.

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� Product related attributes:- what customers

gets out of using a brand¶s product.

 Additional benefits, features and services.

 ± Eg:- Samsung with bio fresh technology in

refrigerators.

 ± LG has golden eye technology

�Country of origin:-

�Eg:- German cars ashighly engineered luxury

automobiles like BMW,

 AUDI, Porsche etc.

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� Product as organization:-

 ± It focuses on attributes of organisation rather than of product.

 ± Eg:- TATA- it markets all its products under 

name TATA. Company has built a reputation of 

trust and innovation and now with the launch of NANO car, of affordability for Indian middle

class.

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� Brand as person:- It includes brand

personality and brand customer 

relationship.

 ± Brand personality is a set of human

characteristics associated with brand like

gender, age, honesty, sophistication, concernetc.

 ± Eg:- Harley Davidson projects a personality

that is masculine, macho and freedom seeking

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� Brand personality can be the

basis of relationship betweencustomer and brand.

� Eg:- banks and insurance.

� Brand personality help incommunicating the productattribute.

� Eg:- MRF muscle manshowing strength of theproduct.

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� Brand as symbol:- Strong symbol help to

increase brand recognition and recall.� Eg:- Bajaj

It represents style, technology,speed and transparency.

Its blue colour represents Bajaj¶s strength and stabilitywhile logotype is all capital bajaj ,whose look presents

perfection and precision engineering the slogan

µDistincity Ahead¶project is philosophy of being µdistinct¶

from others. Bajaj¶s older logo was µHwmara Bajaj¶which

projected it as a possession of the whole family.

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Elements of Brand Identity or 

Brand Identity prism

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Physique

� It consists of external attributes, forms and

colours.

� It includes physical attributes i.e what it is,

what it does and what it looks like.

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Personality Brand

� Brand speaks of its products and services

i.e about its characteristics.

� The simplest method for selecting brandpersonality is to give the brand a real or 

symbolic spokesperson.

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Culture of Brand

� It includes both the culture that the physical

product communicates and the messages

carried in the media.

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� Egs.:-

 ±Mcdonalds in foreign and in India.

 ± Tata Indica establish its identity as completely

Indian car.

 ± German cars Audi BMW.

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Brand as Relationship

� Brand acts as an intermediary between two

people.

� Eg.: Nike Slogan which encourages us i.eJUST DO IT.

 ± Slogan of LIC- zindagi ke saath bhi, zindagi ke

baad bhi

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Self Image of Brand

� This comprises consumer¶s inner image of 

brand.

� Eg:-

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Brand as a Reflection

� Brand tends to build up a reflection or image of the buyer or user.

� Brand as a reflection displays the image

that the consumer wants to be seen after purchasing or using a brand.

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� Brand Identity prism divided into 3 regions

 ± Topmost i.e physique and personality describes brand

sender. ± Second one i.e culture and relationship act as a

medium between sender and receiver 

 ± Last i.e reflection and self image define the recipient.

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� Vertical division of prism shows internal

and external expressions of brand similar 

to tangible which are visible and intangiblewhich can be felt but not visible.