Description
This presentation is about building brand identity.
BUILDING BRAND IDENTITY
BRAND IDENTITY defines what must remain permanent of a brand and what must evolve. Brand identity is what is created by the sender, and what and how it is perceived by the receiver is called the brand image. Hence identity precedes image. Brand identity is a charter.
The essence of brand identity lies in the answers to the question concerning a particular brand. ?What is its individuality? ? What are its long term goals and ambitions? ?What is its consistency? ?What are its values? ?What are its basic truths? ?What are its recognition signs?
THE PRISM OF BRAND IDENTITY
PICTURE OF SENDER
Physique E X T E R N A L I S A T I O N
Personality
Relationship
Culture
I N T E R N A L I S A T I O N
Reflection
Self-image
PICTURE OF
BRAND IDENTITY PRISM 1. Physique.- physical features Eg. 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.
BRAND PERSONALITY describes the brand as a human being in terms of
?Physical characteristics ?Demographic characteristics. ?Personality traits
Brand personality study on Eveready brought out the following Brand personality of Eveready . It is a ?Male ?Age -22-28 ?Upper middle class ?Graduate. ?1-2 years into job. ?Salary- 15,000-20,000.
?Staying in a town or city ?Brash, bold and modern . ?Proudly posses a bike, sunglass,music
system,body building equipments. ?Hardworking ?Chills out after a day’s hard work. ?Adventurous and loves to travel.
?Confident ?Loves music ?Loves sports- loves to play them than
watching. Association best with celebrity-Sunil Shetty.
3. Culture- beliefs and value system associated with the brand Eg. Dabur - Indian -ayurvedic-slow but sure. Direction and advise giving. Adidas- working/doing things well collectively Nike- individual excellence.
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
5. Self image- the picture of the inner self. What the consumer thinks of himself actually as . Eg. Surf - Lalithaji- I am a 40 Plus house wife,no-nonsense,concerned about the family,buys things for the family, I’m simple, straight forward ,value and price conscious houswife.
Nestle milk maid- I’m a 50 plus house wife, I like to cook good and special food items for my husband and children, I’m reserved , like to be at home and helpful .
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, reflection is the target’s outward mirror.
Eg.Charm s- (jeans clad youth with a guitar and a girl friend to accompany). Youth who is casual, loves music and freedom. Royal Enfield – ( dark, thick mustached, tall, hefty man )Special, strong and ‘others in awe’ guy.
ICICI bank–technology savvy, casually dressed youngster Benz- reserved, formally dressed, pipe smoking, aristocratic rich guy.
doc_225502032.ppt
This presentation is about building brand identity.
BUILDING BRAND IDENTITY
BRAND IDENTITY defines what must remain permanent of a brand and what must evolve. Brand identity is what is created by the sender, and what and how it is perceived by the receiver is called the brand image. Hence identity precedes image. Brand identity is a charter.
The essence of brand identity lies in the answers to the question concerning a particular brand. ?What is its individuality? ? What are its long term goals and ambitions? ?What is its consistency? ?What are its values? ?What are its basic truths? ?What are its recognition signs?
THE PRISM OF BRAND IDENTITY
PICTURE OF SENDER
Physique E X T E R N A L I S A T I O N
Personality
Relationship
Culture
I N T E R N A L I S A T I O N
Reflection
Self-image
PICTURE OF
BRAND IDENTITY PRISM 1. Physique.- physical features Eg. 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.
BRAND PERSONALITY describes the brand as a human being in terms of
?Physical characteristics ?Demographic characteristics. ?Personality traits
Brand personality study on Eveready brought out the following Brand personality of Eveready . It is a ?Male ?Age -22-28 ?Upper middle class ?Graduate. ?1-2 years into job. ?Salary- 15,000-20,000.
?Staying in a town or city ?Brash, bold and modern . ?Proudly posses a bike, sunglass,music
system,body building equipments. ?Hardworking ?Chills out after a day’s hard work. ?Adventurous and loves to travel.
?Confident ?Loves music ?Loves sports- loves to play them than
watching. Association best with celebrity-Sunil Shetty.
3. Culture- beliefs and value system associated with the brand Eg. Dabur - Indian -ayurvedic-slow but sure. Direction and advise giving. Adidas- working/doing things well collectively Nike- individual excellence.
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
5. Self image- the picture of the inner self. What the consumer thinks of himself actually as . Eg. Surf - Lalithaji- I am a 40 Plus house wife,no-nonsense,concerned about the family,buys things for the family, I’m simple, straight forward ,value and price conscious houswife.
Nestle milk maid- I’m a 50 plus house wife, I like to cook good and special food items for my husband and children, I’m reserved , like to be at home and helpful .
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, reflection is the target’s outward mirror.
Eg.Charm s- (jeans clad youth with a guitar and a girl friend to accompany). Youth who is casual, loves music and freedom. Royal Enfield – ( dark, thick mustached, tall, hefty man )Special, strong and ‘others in awe’ guy.
ICICI bank–technology savvy, casually dressed youngster Benz- reserved, formally dressed, pipe smoking, aristocratic rich guy.
doc_225502032.ppt