Dr.

Prakriti Dixit Porwal

 Brand identity is a set of visual components that represents a company’s ideas
and allows customers to remember a brand and distinguish it from dozens of
Brand Identity

others.

It helps shape consumers’ perceptions about a company, build loyalty and trust,
and make a brand memorable.

It is a set of visible elements like logo, design, and color that helps a brand stand
out among its competitors in consumers’ minds.

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Elements of Brand Identity

Brand’s External Identity

Brand’s Internal Identity • Mission (what engages you)
• Vision (what is your direction
•
•
Typography
Color palette
and inspiration) • Form/shape
• Values (what beliefs drive your • Logo
company) • Iconography
• Brand personality (if your • Imagery
brand was a person, what kind
• Packaging
of personality would they
have)
• Positioning (what
differentiates you from
competitors)
• Brand voice (if your brand was
a person, how would it
communicate)

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How to Create a Powerful Brand Identity
Analyze :-
▪ ideal customer
▪ unique value proposition
▪ competitors
Come up with unique visual elements for your
brand that reflect your ideas
Think of the language you use to communicate with
customers
Avoid several negative practices
Monitor your progress

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Kapferer's Brand Identity Prism
Jean-Noel Kapferer’s Brand Identity Prism is a model that helps businesses build
strong, enduring brand identities that reflect their core values.

Logo, shape, size, design etc Personification of a brand

Perception Soul
Target audience origin

Perception of brand & value Image/ reflection of a brand

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Cont..
Physique : Physique is the basis of the brand. Salient physical qualities which are seen by
the target audience-like its color, shape. It may include product features, symbols and
attributes.

Personality : The brand is personified and its traits are perceived in the eyes of the
consumer in a particular way. Personality includes character and attitude.

Culture : Culture takes a holistic view of the organization, its origin, values and principles it
stands for.

Relationship : The strength of the relationship between the brand and the customer. It
may represent beliefs and associations in the human world.

Reflection : How a customer reflects with a particular brand. This is different with how
customers perceive the brand. This talks more about the consumers who use the brand as
opposed to the brand itself.

Self image : How does the customer see himself by using the brand.

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 Position brand better
Design effective marketing strategies related to the
brand's identity
Importance

The brand can be communicated better if its

identity is well established
Can eliminate techniques that may not blend with
the brand's perceived image
Helps to streamline your marketing campaigns in a
Jean-Noel Kapferer’s
certain direction.

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Example 1

Kapferer's Brand Identity Prism

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Example 2

Kapferer's Brand Identity Prism

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Aaker Brand Identity Framework The Aaker model is a brand blueprint developed by marketing expert David Aaker.

It emphasizes the importance of brand identity and offers unique solutions to

building a strong brand

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Cont..
Brand as a product
The product related attributes will by nature have an important influence on brand
identity due to the fact that they are linked to user requirements and product experience.

Brand as an organization
Brand managers are forced to shift their perspective from product to organization
attributes. These are less tangible and more subjective. Attributes as CRM, innovation,
perceived quality, visibility and presence can contribute significantly towards value
propositions and customer relationships.

Brand as a person
Brand as a person is a perspective as if the brand was a human being. Brand personality is
a very distinctive brand element and extensively used in many brand equity models.

Brand as a symbol
Brand as a symbol can capture almost anything that represents the brand. A strong symbol
can fulfil an important and even a dominate role in brand strategy. Symbols are very strong
if they involve a recognizable, meaningful and trustful metaphor.

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Cont..
The heart of the model contains the brand essence, core
identity and extended identity.
The brand essence
The brand essence captures the brand values and vision in
an ambivalent timeless identity statement.
The core identity
The core identity represents the essence of the brand and
contains the associations that are most likely to remain
constant over time. Ultimately, as a result the core identity
elements make the brand sustainable, unique and valuable.
The extended brand identity
The extended brand identity fulfils a completeness and
texture role to funnel the ambivalent core identity into a David Aaker
consistent direction of the brand. Where core elements
are timeless, the extended identity contains elements that
do not belong to the timeless foundation of the brand
identity .
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 Brand Personality refers to a set of human characteristics that are attributed to a brand
name.
Brand Personality

According to the American Marketing Association (AMA)

“Brand personality is the psychological nature of a
particular brand as intended by its sellers, though
persons in the marketplace may see the brand otherwise
(called brand image). These two perspectives compare
to the personalities of individual humans: what we intend
or desire, and what others see or believe.”

A brand personality comes into existence when human-like adjectives – like unique, caring,
funny, trustworthy, creative, straightforward, dishonest, rebel, etc. – are assigned to a brand.
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Example

▪ Class ▪ Sincere ▪ High energy ▪ Cool ▪ Domestic ▪ Women’s

▪ Mature ▪ Reliable ▪ Outgoing ▪ Sporty ▪ Family brand
personality ▪ Competent ▪ Hyper ▪ Exciting togetherness ▪ Beauty
▪ Sophisticated ▪ Believable ▪ Exciting ▪ Inspirational ▪ Everyone can related
▪ Corporate ▪ Motivation consume ▪ Soft
▪ Honesty
Personality
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Importance of Brand Personality

Develops Brand Image

Positions The Offering

Develops Emotional Connection

Eases Communication

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Dimensions of Brand Personality

Jennifer L. Aaker’s Brand Personality Framework ,1997 16

 Example

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Building Brand Personality
Incorporate your personality into
your brand strategy

Choose the top adjectives that

describe your brand

Narrow down your brand

personality dimensions

Get to know your target audience

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 Brand Image is how customers think of a brand.
It is the perception of the brand in the minds of the
customers.
Brand Image

Brand image is important in generating customer

loyalty and persuading clients to continue buying your
products in the future.
It is also important to distinguish your brand from
competing products in order to gain a stable market
share.

An image is the set of beliefs, ideas, and impression that a person holds regarding an object.
– Kotler
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Building Brand Image
Determine your mission, vision, and values

Create a brand positioning statement

Create a brand personality/brand identity

Identify your key audiences using persona market research

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 Coca-Cola is a brand known for a product best used at the time of happiness, joy,
and good experience. It is the ‘original cola’ and has a ‘unique taste’.

Woodland Shoes are solid and are an ideal choice for outdoors.They last very long.

McDonald’s has an image of an inexpensive brand that serves the food very quickly.
Examples

Walmart is best known for a retail brand selling goods for a lesser price than usual
retailers.

Rolls-Royce is a premium brand considered to be exclusive for wealthy and

influential people.

The brand image of Nike is different from other apparel brands. It’s considered to
be a cult brand which deals only in sportswear.

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Factors Contributing to Brand Image
Quality of the Product/Service

Usability of the Product/Service

Perceived value

Association

Durability

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 Brand Identity vs. Brand Image

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Key - Note

PPTs are summarised content of Text Book.

It is not the replacement of Text Books.

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