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Brand Identity

A Discussion on Brand

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A name, term, design, symbol, or any other feature that identifies one seller’sgood or service as distinct from those of other sellers. The legal termfor brand is trademark. A brand may identify one item, a family of items, or all items of that seller.www.scottmcnealy.com/businessplanning/GlossaryProductDevelopmentTerms.htm 

A name, number, term, sign, symbol, design

or combination of these elements that an organization uses to identify one or

more products.www.bcbstx.com/glossary/  

A design, mark, symbol or other device that distinguishes one line or type of goods from those of a competitor.www.powerhomebiz.com/Glossary/glossary-B.htm 

A name, term, design, symbol, or any other feature that identifies one seller'sgood or service as distinct from those of other sellers. The legal termfor brand is trademark. A brand may identify one item ,a family of items, or all items of that seller.www.pdmamn.org/NPD%20Glossary.htm  

That combination of name, words, symbols, or design that identifies theproduct and its source and distinguishes it from competing products-the

fundamental differentiating device for all products. (Ch. 5, 6)highered.mcgraw-hill.com/sites/0072415444/student_view0/glossary.html  

a mark or symbol identifying or describing a product and/or manufacturer, thatis embossed, inlaid or printed.www.nahad.org/ihag/section_2.htm 

A noun. A proper noun that is attached to an individual, a firm, a product or aservice. Any proper noun may be a brand. Any individual or firm is abrand. A successful brand offers differentiating values for buyerappreciation.www.jaffeassociates.com/JaffeNews/00BrandGlossary.html 

The Clicquot brand, etc., the best brand, etc. That is the merchant's or excisemark branded on the article itself, the vessel which contains the article,the wrapper which covers it, the cork of the bottle, etc., to guarantee itsbeing genuine, etc. Madame Clicquot, of champagne notoriety, died in1866. He has the brand of villain in his looks. It was once customary tobrand the cheeks of felons with an F. The custom was abolished by lawin 1822.www.bootlegbooks.com/Reference/PhraseAndFable/data/171.html 

 jargon for those things associated with a product name, such as the image orconcept in customers' minds about what it means to themwww.journalism-school.com/fgloss.htm 

Umbrella term applied to everything from a name or logo, to the overallreputation of an organization or product.www.landreyco.com/exp_glossary.html  

a name given to a product or servicewww.cogsci.princeton.edu/cgi-bin/webwn 

a recognizable kind; "there's a new brand of hero in the movies now"; "whatmake of car is that?"www.cogsci.princeton.edu/cgi-bin/webwn 

A unique and identifiable symbol,

association, name or trademark which

serves to differentiate competing

products or services. Both a physical and emotional trigger to create arelationship between consumers and the product/service.www.allaboutbranding.com/index.lasso 

A name, number, term, sign, symbol, design, or combination of these elementsthat an organization uses to identify one or more products.www.healthadvantage-hmo.com/customer_service/terms.asp 

a trademark or trade name that identifies a product, a distributor, a producer ora manufacturer.www.abc.net.au/eightdays/glossary/default.htm 

Product identification by word, name, symbol, design, or a combination of these.www.fluidcommunications.biz/marketing/marketing_definitions.htm 

A brand is a mixture of attributes, tangible and intangible, symbolised in atrademark, which, if managed properly, creates value and influence."Value" has different interpretations: from a marketing or consumerperspective it is "the promise and delivery of an experience"; from abusiness perspective it is "the security of future earnings"; from a legalperspective it is "a separable piece of intellectual property." Brandsoffer customers a means to choose and enable recognition withincluttered markets.www.hidp.org/programmer/glossary.html  

A name, term, design, symbol, or any other feature that identifies one seller'sgood or service as distinct from those of other sellers. The legal termfor brand is trademark. A brand may identify one item, a family of items, or all items of that seller.

www.shapetomorrow.com/resources/b.html  A name, term, design, symbol, or any other feature that identifies one seller's

good or service as distinct from those of other sellers. p. 269users.wbs.warwick.ac.uk/dibb_simkin/student/glossary/ch09.html 

A printed symbol of ownership that a company hopes consumers will associatewith quality.www.jscfcu.org/kidglossary.htm 

What is Brand?

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“I don’t know who you are. 

I don’t know your company. 

I don’t know your company’s products. 

I don’t know what your company stands for. I don’t know your company’s customers. 

I don’t know your company’s reputation. 

Now - What was it you wanted to sell me?” 

McGraw-Hill Magazine Ad 

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Brian Collins says… 

• A brand is a symbol

that makes a promise

of an experience• Pirates uses pirate

flags to promise

pillaging.

• Customers recognize

this promise and flee

or surrender.

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David Aaker says

A mental box with

• Advertisements

• PR

• News articles

• Product

experiences• Customer

experiences

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What is a brand?

Strawman: A collectively held idea of a

company by its customers in

reaction to the messages thecompany sends via advertising,

product design and public

relations.

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What is Brand Identity?

Brand Identity is the unique set of brand

associations that the brand strategist aspires to

create or maintain. These associationsrepresent what the brand stands for and imply

a promise to customers for the organization

members.

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Aspects of Brand

• BRAND IMAGE

 –  How the brand is now perceived

• BRAND IDENTITY

 –  How strategists want the brand to be perceived

• BRAND POSITION –  The part of the brand identity and value proposition to

be actively communicated to a target audience

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Brand Management

BrandIdentity

BrandPosition

BrandImage

Strategy

Messaging

Results

Brand Strategist

Marketing, PR,

ProductCustomers & Potentialcustomers

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Brand Management

Popular, fun,goofy

expressive

Do youYahoo?

Strategy

Messaging

Results

Brand Strategist

Marketing, PR,

ProductCustomers & Potentialcustomers

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THE BRAND IMAGE TRAP 

• Brand image is how customers and others

perceive the brand

• The brand image trap is that it lets the

customer dictate what you are

• Customer orientation gone amuck 

• Creating a brand identity is more than

finding out what customers say they want.

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Who’s the doctor? 

“A brand identity is to brand strategy what 

"strategic intent" is to a business strategy. Strategic

intent involves an obsession with winning, realinnovation, stretching the current strategy, and a

 forward-looking, dynamic perspective; it is very

different from accepting or even refining past 

strategy. Similarly, a brand identity should not accept existing perceptions, but instead should be

willing to consider creating changes.

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Audience:Families

Message:it’s funhere

Audience: Teens,young adults

Message: We’re

hip

Audience: Adults

Message: Treatyourself, don’tcook

 You deserve abreak today

Audience: Anyone

Message: Every eats here, must

be good

Did these emerge from audience

feedback, or strategy?

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External Perspective Trap

"What does your brand stand for?"

"Achieving a 10 percent increase in sales"

Strategy has to look in, not just out.

Too busy marketing to live up to brand.

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Internal & External

Walmart’s greeters 

Ritz-Carleton's “how may

we be of service?” 

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The Product Attribution Trap

• Brand Users (the Charliewoman)

• Country of Origin (Audi has

German craftsmanship)

• Organizational Associations

(3M is innovative company)• Brand Personality (Yahoo is fun

and irreverent)

• Symbols (The stagecoachrepresents Wells Fargo)

• Brand-Customer relationship

(Gateway is a friend)

• Emotional benefits (Saturn

users feel pride in building a USbuilt car)

• Self-Expressive benefits (Nike

users are strong)

Most Common trap

A brand is more than product: it’s 

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What’s going on here? 

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More than a Product

PRODUCT

ScopeAttributes

QualityUses

OrganizationalAssociations

Country ofOrigin

User Imagery

Self-ExpressiveBenfits

EmotionalBenefits

Brand-customerRelationships

Symbols

Brand Personality

BRAND

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Limitations of Product-Attribute

Identities• Fail to Differentiate

• Are easy to copy

• Assume a Rational Customer

• Limit Brand Extension Strategies

• Reduce Strategic Flexibility

Think of Search, walkman-iPod,

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Breaking Out of Traps

• Brand-as-product that includes userimagery and and/or country of origin

• Brand Identify based on perspectives of brand organization, a person and a

symbol as well as a product• A value proposition that includes

emotional and self expressive benefits aswell as functional benefits

• The ability of a brand to providecredibility as well as a value proposition

• The Internal as well as external role of the brand identity

• Brand Characteristics broader than brandpositions

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Extended

Brand Identity Planning

core

Brand As Product

1. Product Scope

2. Product

Attributes3. Quality/Value

4. Uses

5. Users

6. Country

Brand asOrganization

1. OrganizationalAttributes

2. Local vs.Global

Brand AsPerson

1. Personality

2. Brand-customerrelationship

Brand AsSymbol

1. VisualImagery and

metaphors

2. BrandHreritage

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Extended

core

Brand As Product

1. Search

2. Fast,

comprehensive3. “The best”  

4. Find anything:research to fun

5. Everyone

6. International

Brand asOrganization

1. Hardworking,fun, cult

2.Global view

Brand AsPerson

1. Honest, butplayful.

2. Alwaysthere for you.

Brand AsSymbol

1. Simpledesign, basic

html. Logo isnot sacred.

2. “oldinternet’  

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Extended

core

Brand As Product

1. ____________

2. ____________

3. ____________

4. ____________

5. ____________

6. ____________

Brand asOrganization

1. ___________

2. ___________

Brand AsPerson

1.__________

 ____________

2.__________

Brand AsSymbol

1. __________

2. __________

YOU

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The Nature of Consistencyis how consistent must the property design be

to keep the brand consistent? 

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Everything on brand