Support other brands BRAND – CUSTOMER RELATIONSHIPS BRAND IDENTITY IMPLEMENTATION SYSTEM BRAND POSITIONING Subset of the brand identity and To be actively communicated. value proposition. Providing competitive At a target audience. advantage. EXECUTION Generate alternatives Symbols and metaphors Testing TRACKING
Brand Identity Structure 1. Core Identity – Soul of a brand, fundamental beliefs & values of the brand & organization behind the brand. 2. Extended Identity – includes elements that provide texture & completeness.
Organizational Associations: Organization behind the brand How Organizational Associations Provide Value THE ORGANIZATION Culture/values People Programs Assets/skills Visibility ORGANIZATIONAL ASSOCIATIONS Environmentally sensitive Concern for customers. Community orientation Presence/success. Perceived quality Local vs. global. Innovative Value Proposition For Customer Relationship Credibility Expert Trustworthy Liked Internal Culture Clarity Buy-in Internal Culture Clarity Buy-in
Brand Personality • Brand Personality is set of human characteristics associated with a given brand. It includes • Characteristics (gender, age, socio-economic class; • Lifestyle (activities, interests & opinions) • as well as human personality traits (such as warmth, concern & sentimentality).
Jennifer Aaker’s Brand Personality Scale (BPS): The Big Five • Sincerity (Bajaj,Tata, Hallmark, Kodak,colgate,VIP) -Down-To-Earth: family-oriented,small-town, conventional, blue-collar, all-Indian - Honest: sincere, real, ethical, thoughtful, caring -Wholesome : original, genuine, ageless, classic, old- fashioned -Cheerful : sentimental, friendly, warm, happy • Excitement (Axe,Elle18, Centrefresh, Benetton) -Daring : trendy, exciting, off-beat, flashy, provocative -Spirited : cool, young, lively, outgoing, adventurous, -Imaginative : unique, humorous, surprising, artistic, fun - Up-To-Date : independent, contemporary, innovative, aggressive
The Brand Personality Scale (BPS): The Big Five Contd of Slide • Competence (L&T,Intel, CNN, IBM) -Reliable : hardworking, secure, efficient, trustworthy, careful -Intelligent : technical, corporate, serious - Successful : leader, confident, influential • Sophistication (Lexus, Mercedes, Revlon) - Upper Class : glamorous, good-looking, pretentious, sophisticated - Charming : feminine, smooth, sexy, gentle • Ruggedness (Levi’s, Marlboro, Nike) -Outdoorsy : masculine, Western, active, athletic -Tough : rugged, strong, no-nonsense.
Brand Personality Creates Brand Equity BRAND PERSONALITY HOW IT CREATES BRAND EQUITY Self-Expression Model Relationship Basis Model Functional Benefit Representation Model
Brand Personality: Self expression model 1) Actual self, ideal self, social self, ideal social self Brand helps to express a personality therefore, - feelings engendered by brand personality - Brand as a “badge” - Brand becomes part of self (extended self) 3) Brand personality & self – expression needs must fit .
Brand Personality: Relationship Basis model 1) Brand a friend – aspirational or trusted.
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- Fall '16