abhishreshthaa
Abhijeet S
BRAND IDENTITY
Brand identity is a unique set of brand 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. Brand identity should establish a relationship between the brand and the customer by generating a value proposition involving functional, emotional or self-expressive benefits.
Brand identity consists of a core identity and an extended identity. The core identity represents the timeless essence of a brand .It is central to both the meaning and success of the brand. It indicates the reasons why the brand as been brought into existence. It contains the associations that are most likely to remain constant as the brand travels to new markets and products. The elements of the core identity remain more resistant to change than the elements of the extended identity.
Thus the core identity is timeless while the brand position or the communication strategies might change. It is generally the first word that people behind the brand may utter when asked what the brand stands for:
Lux Beauty bar for young women
Dettol Antiseptic, protection
Johnson&Johnson Trust and quality a baby needs
The extended brand identity includes elements that provide texture and completeness. The core identity usually does not possess enough detail to perform all of the functions of a brand identity. In particular, a brand identity should help a company decide which program or communication is effective and which be damaging or off the target.
Even a well-thought-out and on-target core identity may ultimately be too ambiguous or incomplete for this task. A brand personality does not often become a part of the core identity. However it can be exactly the right vehicle to add the needed texture and completeness by being a part of the extended identity. It provides the strategist with the opportunity to add full detail to complete the picture.
Brand identity consists of twelve dimensions organized around four perspectives:
Brand identity is a unique set of brand 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. Brand identity should establish a relationship between the brand and the customer by generating a value proposition involving functional, emotional or self-expressive benefits.
Brand identity consists of a core identity and an extended identity. The core identity represents the timeless essence of a brand .It is central to both the meaning and success of the brand. It indicates the reasons why the brand as been brought into existence. It contains the associations that are most likely to remain constant as the brand travels to new markets and products. The elements of the core identity remain more resistant to change than the elements of the extended identity.
Thus the core identity is timeless while the brand position or the communication strategies might change. It is generally the first word that people behind the brand may utter when asked what the brand stands for:
Lux Beauty bar for young women
Dettol Antiseptic, protection
Johnson&Johnson Trust and quality a baby needs
The extended brand identity includes elements that provide texture and completeness. The core identity usually does not possess enough detail to perform all of the functions of a brand identity. In particular, a brand identity should help a company decide which program or communication is effective and which be damaging or off the target.
Even a well-thought-out and on-target core identity may ultimately be too ambiguous or incomplete for this task. A brand personality does not often become a part of the core identity. However it can be exactly the right vehicle to add the needed texture and completeness by being a part of the extended identity. It provides the strategist with the opportunity to add full detail to complete the picture.
Brand identity consists of twelve dimensions organized around four perspectives: