Looking

Inside

Brands

2

is a promise -

a guarantee of origin

and consistent quality

A Brand

3

Components of a brand

Brand

outcomes

Familiarity

Equity

Value

Loyalty

Inside

the brand

Needs

Personality

Affinity

Performance

Benefit

4

Analysing a brand identity

Extended

Core

5

Product

scope

attributes

quality

uses

what

the brand

does

Brand Identity

User

imagery

Organisation

Benefits

Symbols

Origin

Brand

consumer

relationships

What

the brand

is like Personality

6

JWT Brand Essence Funnel: Sunny Delight

Attributes Fruity emulsion Fortification Sunshine

Functions Gluggable Justifies Naturalises

Rewards Absorbed Good Shiny

Values Belonging Health Zest

Personality Easy Sparky

Righteous

Vision focus Feel good fruit drink

7

Aaker’s Brand Identity System

Brand Identity

Extended

Core

Brand as

Product

Brand as

Organisation

Brand as

Person

Brand as

Symbol

Value Proposition Credibility

Brand - Customer Relationship

8

Functional

Benefits

Emotional

Benefits

Self-Expressive

Benefits

Functional

Benefits

Emotional

Benefits

Self-Expressive

Benefits

Aaker’s Value Proposition

9

How RI tends to look at Brands

Emotional

Benefits

Self-Expressive

Benefits

Brand Identity

Brand as

Organisation

Brand as

Person

Brand as

Symbol

Functional

Identity Benefits

10

SINCERITY

Down to earth

Family oriented

Small town

Honest

Sincere

Real

Genuine

Wholesome

Original

Cheerful

Sentimental

Friendly

EXCITEMENT

Daring

Trendy

Exciting

Spirited

Cool

Young

Imaginative

Unique

Humorous

Up to date

Independent

Contemporary

COMPETENCE

Reliable

Hard working

Secure

Intelligent

Technical

Corporate

Serious

Leader

Confident

SOPHISTICATION

Upper class

Glamorous

Good looking

Charming

Feminine

Smooth

RUGGEDNESS

Outdoorsy

Masculine

Western

Tough

Rugged

Strong

Source: Jennifer Aaker, JMR August 1997

Brand Personality Dimensions

11

Example: Intelligent

12

Example: Imaginative

13

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Acceptability

Endorsement

Brand Affinity Dimensions

14

Emotional

Benefits

Self-Expressive

Benefits

Brand Identity

Brand as

Organisation

Brand as

Person

Brand as

Symbol

Functional

Identity Benefits

Tools for the job

Image Affinity

15

Coffee Break

16

Brand Identity

Extended

Core

Brand as

Product

Brand as

Organisation

Brand as

Person

Brand as

Symbol

Value Proposition Credibility

Brand - Customer Relationship

Aaker’s Brand Identity System

17

Brand as:

Value Proposition

Functional benefits

Emotional benefits

Self-expressive benefits

Credibility

Support other brands

Brand - Customer Relationship

Product

1 Product

scope

2 Product

attributes

3 Quality/value

4 Uses

5 Users

6 Country of

origin

Organisation

7 Organisation

attributes (eg

innovation,

consumer

concern,

trustworthiness)

8 Local vs

global

Person

9 Personality

(eg genuine,

energetic, rugged)

10 Brand-

customer

relationships

(eg friend,

adviser)

Symbol

11 Visual

imagery and

metaphors

12 Brand

heritage

18

Attributes Fruity emulsion Fortification Sunshine

Functions Gluggable Justifies Naturalises

Rewards Absorbed Good Shiny

Values Belonging Health Zest

Personality Easy Sparky

Righteous

Vision focus Feel good fruit drink

JWT Brand Essence Funnel: Sunny Delight

19

Physique Personality

Self-image Reflection

Relationship Culture

Picture of Recipient

Picture of Sender

Kapferer’s brand identity prism

20

Physique Personality

Customer’s

self-projection

Customer’s

reflection

Relationship Culture

Quality shirt

Tennis

Golf

Sportswear

Crocodile

Discreet

Without fancy

Belonging to a club

Neither

hyperfeminine nor

hypermasculine

Transgeneration

Social conformity

and distinction

Individualism

Aristocratic ideals

Classicism

Lacoste identity prism

Lacoste