411 33 powerpoint-slides chapter-2-creating-brand chapter 2 creating a brand

7/28/2019 411 33 Powerpoint-slides Chapter-2-Creating-brand Chapter 2 Creating a Brand

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Chapter 2:

Creating a Brand


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Contents

Building a brand

Brand identity

Brand personality Brand image


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Strategic Brand building and management process

Strategic Analysis

Designing Identity of brand

Brand as a product

Brand as a person brand personality

Brand as a symbol

Brands as an organization

Internal company analysisVision, mission and

organizational culture

Company strengths and

weaknesses

Existing brand image

Brand heritage

External audit

PESTE analysis

Porters five forces

Industry analysis

Competitor analysis

Customer analysis

Supplier analysis

Substitutes

Identify brand value proposition

Functional benefits

Self-expressive benefits

Emotional benefits

Identify opportunities: Brand Objectives

Identify brand positioning basis

Build a brand through the marketing

programs

Product strategy

Pricing strategy

Promotion strategy

Distribution strategy

Online strategy

Measure brand performance

Financial measures

Customer based measures

Branding strategies

Brand architecture,

Brand stretching and

Brand extension strategies

Grow and sustain brand equity

Manage brand challenges over time

Manage brands across boundaries

Brand meaning: Brand image, Brand positioning, Brand

personality

ORGANIZATIONAL

ACTIVITY

CONSUMERS UNDERSTANDING OF THE

BRAND

Feedback


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The Strategic Fit

Strategic brand building includes a mix of organizational

activity and the consumers perception or

understanding of the brand.

It is therefore important that there be a strategic fitbetween the two entities i.e. the identity designed by

the organization should be understood and readily

perceived by the customers.


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The Strategic Fit

Company Brandidentity (BI1)

Brand is created

Brand is

purchased

Brand

evaluation by

consumers

Product

design andfeatures

Brand

communication

Price

Place

Social

responsibility

Perceivedself image

Brand image

(BI2)

(BI2) similar to (BI1) (BI2) dissimilar to (BI1)

Brand gap

Brand meets expectations

Strong Brand

Feedback


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Designing Brand identity

Kapferers Identity Prism

Kapferer (2009) has categorized the brand

identity into six dimensions that can be

represented by the six faces of the hexagonal

prism. The six facets are broadly categorized

under two perspectives internal and external


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Kapferers Identity Prism

Left side

The left side is the social face

of the brand and helps in

expressing the brand.

They result in externalization

of the brand and consists of:

Physique of the brand

Relationship

Reflection

Right side

The right side of the prism is

the spirit of the brand and is

incorporated in the brand

itself.

It results in internalization of

the brand and consists of:

Personality

Culture

Self-image


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Brand personality

Brand personality is a set of human characteristics that can beassociated with the brand like gender, age and personality traits like

warmth, honesty, integrity, etc.

The physical aspects of a product can be copied but it is very difficult

to copy the personality of a brand. Thus brand personality helps inbuilding a sustainable competitive advantage

For an organization retailing brands across cultural boundaries, the

personality of the brand is an important aspect that helps them to

market their brand. Celebrity endorsements help in creating a brand personality as they

help consumers to understand the brand in context of the celebrity.


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Measuring brand personality

An important aspect that needs to be discussed is how to measure

brand personality.

This is not discussed in the brand identity prism as in a brand

identity the focus is internal. When we talk about measuring brand personality the focus is

external, i.e. how does the customer perceive the brand or what is

the personality of the brand according to the customers.

This can be done with the help of Aakers (1997) Brand PersonalityFramework

A k


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Aakers

Brand Personality Framework

Brand

personality

Sincerity4 facets

11 items

Excitement4 facets

11 items

Competence3 facets

9 items

Sophistication2 facets

6 items

Ruggedness2 facets

5 items


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Aakers

Brand Personality Framework

Sincerity Excitement Competence Sophistication RuggednessDown to earth

Down-to-

earth

Family-

oriented

Small town

Honest

Honest

Sincere

Real

Wholesome

Wholesome

OriginalCheerful

Cheerful

Sentimental

Friendly

Daring

Daring

Trendy

Exciting

Spirited

Spirited

Cool

Young

Imaginative

Imaginative

Unique

Up-to-date

Up-to-date Independent

Contempora

ry

Reliable

Reliable

Hard

working

Secure

Intelligent

Intelligent

Technical

Corporate

Successful

Successful

Leader

Confident

Upper-class

Upper class

Glamorous

Good

looking

Charming

Charming

Feminine

Smooth

Outdoorsy

Outdoorsy

Masculine

Western

Tough

Tough

Rugged


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Brand image

The brand image is the set of beliefs held about a

particular brand (Kotler and Keller, 2005) by the

consumer.

This image is formed by an understanding of all the brandassociations.

The brand image gives an understanding about how

consumers choose a particular brand among alternative

brands after they have gathered information about the

brands.


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Brand image (contd.)

Brand image is defined as perceptions about a

brand as reflected by the brand associations held

in consumer memory. Brand associations are

anything linked in memory to a brand

The association can be with the brands attribute,

brands benefit and the brand attitude


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Brand image can be built by:

Product

Price Packaging

User imagery

Usage imagery


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Free associations

Picture interpretations

Brand as a person

Brand as an animal /

magazine

Use experience

Decision process Brand user

Differential perception

Personal values drivingchoice

Brand meanings can be studied by adopting any of the following

measures:


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Quick Recapitulation

Building a brand

Brand identity

Brand personality Brand image


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Questions?

411 33 powerpoint-slides chapter-2-creating-brand chapter 2 creating a brand

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