PBL trigger 2: Brand identity and brand symbolism

Brand identity and brand symbolism


1 What is brand identity vs. brand image?

Based on Aaker's Definitions (Source: Building strong brands)

Image It's how the brand is currently percieved in the Marketplace. Awareness of the brand, quality, competitive advantage, loyalty to the brand from existing customers etc.

Identity is how the brand should be (in the future) percieved in the Marketplace based on product attributes, Personality, visual imagery.

(http://managementstudyguide.com/identity-vs-image.htm)

 
"The brand 's message is" wrapped "in terms of its identity, and it is "un-wrapped "by the consumer in the form of its image."

 The organization identity is communicated to the customers through branding and marketing strategies. A strong identity makes the brand unique. Brand identity includes vision, culture, positioning, personality, relationships, and presentations.
(Nandan, S. (2005), "An Exploration of Brand Identity - Brand Image Linkage: A Communication Perspective", Journal of Brand Management, Vol. 4, pp. 264-278)

 2 Compare different brand identity models.

1. Brand Identity Prism model of Jean Noël Kapferer



Strong brands are capable of weaving all aspects into an effective whole in order to create a concise, clear and appealing brand identity. 
Jean-Noël Kapferer

The model identifies six aspects of brand identity:

Physique
- The physical characteristics: name, logos, colors, packaging
- What consumers think when the brand is mentioned

Personality
- The personal characters of the brand

By making contacts with consumers in some specific ways, organizations try to make consumers realize that they have actually constituted an individual with a certain character who always speak to them.

Culture
- Rites, rituals, values
- Direct link between brand and organization
- Many associations are linked to country of origin, e.g. Coca-cola appeals to American values

Relationship
- The relationship between the brand and the customers'. 
- For example treating your customers differently than other brands.
E.g. Lexus differentiates itself from BMW by giving its customers red carpet treatment

Reflection
- Makes reference to the stereotypical consumer
E.g. communicating to the typical consumer although target group is much broader

Self image
- Customers' self perception, two dimensions: current and desired

https://www.tools4management.com/article/what-is-kapferers-brand-identity-prism-and-how-is-it-effective/
file:///C:/Users/Svenixen/Downloads/07.%20Kapferer%E2%80%99s%20Brand%20Identity%20Prism.pdf

2. PCDL model



Positioning the brand:
- Differentiating from competitors
- Meets consumers needs / expectations
- Adding Psychological Value (emotional associations, beliefs, values)
- Strategic Positioning> strong identity
Eg Well positioned brand has a competitively attractive position if they have high ratings, friendly staff etc.
Eg Emotional associations distinguish the brand from competitors.

Communicating the brand message
- Strong vision required
- Creative marketing, advertising, sales promotion, sponsorships ..
  
Delivering the brand performance
Tracking progress, how brands are doing in the Marketplace and assessing the effect of marketing campaigns by monitoring:
buying, consuming, brand recognition, advertising awareness etc.
-continuously upgrading performance

Leveraging the brand equity
Linking the brand to another entity that creates a new set of associations by line extensions, brand extensions, ingredient branding, and co-branding.

Building brand identity in competitive markets: a conceptual model. Bhimrao M. Ghodeswar, School of Management, Asian Institute of Technology, Klong Luang, Pathumthani, Thailand
http://qmpmarketing.com/wp-content/uploads/2016/11/test1.pdf)



3 How is the visual identity based on the brand identity?

- Visual identity is highly important, used to influence the consumers perception of the brand
- Using visual abstracts to demonstrate the brand identity, characters and the values of the brand
- Visual identity is sum of everything that audience perceives of the brand > visual elements tell a story > purpose is to re-affirm the brand's values


4 Analyze the brand identity of a chosen company with a suitable model.


FURLA (by Kapferes model)

Physique
Iconic small bags 
High quality leather
Simple and elegant long lasting design

Personality
Authentic
Elegant
Creative

Culture
Italian style
Legacy - still same stylish looks
Minimalism - less is more

Relationship
High quality
Trustworthy
Limited edition releases

Reflection
Beauty of simplicity
Iconic looks

Self-image
Fashionable
Playful
Luxurious


5 Analyze (or design) the visual identity of a selected company.



Furla's logo is simple, elegant and iconic. 

Website: website has an elegant, minimalist and clean design with trendy pictures. The font used is similar to the logos font, simple and easily readable. Coherent colors. 
Gives an impression that it's trustworthy, elegant and high-quality brand.

Instagram: Videos and pictures: mixing colors and visuals is elegantly balanced. Focus is on younger audience. Sends an playful message with funny videos where a parrot chases a bag. 


Sources:

Bhimrao M. Ghodeswar, (2008) "Building Brand Identity in Competitive Markets: A Conceptual Model", Journal of Product & Brand Management, Vol. 17 Issue: 1, pp.4-12, https://doi.org/10.1108 / 10610420810856468

Nandan, S. (2005), "An Exploration of Brand Identity - Brand Image Linkage: A Communication Perspective", Journal of Brand Management, Vol. 4, pp. 264-278

Park, CW, Jaworski, BJ and MacInnis, DJ (1986), "Strategic Brand Concept Image Management", Journal of Marketing, Vol. 4, pp. 135 - 145. 

https://s-media-cache-ak0.pinimg.com/originals/29/e8/ae/29e8ae83a7a3285949bba5d5ffbb1fb6.jpg

http://managementstudyguide.com/identity-vs-image.htm


https://www.tools4management.com/article/what-is-kapferers-brand-identity-prism-and-how-is-it-effective/

file:///C:/Users/Svenixen/Downloads/07.%20Kapferer%E2%80%99s%20Brand%20Identity%20Prism.pdf

BRAND IDENTITY: Look longer when creating your brand's visual identity
Marketing Week; London (Jul 20, 2006): 33.

http://www.furla.com/fi/en/furla-world

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