Brand Identity

An overview of brand and what it means to company choices.

1. Brand Identity
A Discussion on Brand

2. A name, term, design, symbol, or any other feature that identifies one seller’s
good or service as distinct from those of other sellers. The legal term
for 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's
good or service as distinct from those of other sellers. The legal term
for 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 the
product 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, that
is 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 a
service. Any proper noun may be a brand. Any individual or firm is a
brand. A successful brand offers differentiating values for buyer
appreciation.
www.jaffeassociates.com/JaffeNews/00BrandGlossary.html
The Clicquot brand, etc., the best brand, etc. That is the merchant's or excise
mark branded on the article itself, the vessel which contains the article,
the wrapper which covers it, the cork of the bottle, etc., to guarantee its
being genuine, etc. Madame Clicquot, of champagne notoriety, died in
1866. He has the brand of villain in his looks. It was once customary to
brand the cheeks of felons with an F. The custom was abolished by law
in 1822.
www.bootlegbooks.com/Reference/PhraseAndFable/data/171.html
jargon for those things associated with a product name, such as the image or
concept in customers' minds about what it means to them
www.journalism-school.com/fgloss.htm
Umbrella term applied to everything from a name or logo, to the overall
reputation of an organization or product.
www.landreyco.com/exp_glossary.html
a name given to a product or service
www.cogsci.princeton.edu/cgi-bin/webwn
a recognizable kind; "there's a new brand of hero in the movies now"; "what
make 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 a
relationship between consumers and the product/service.
www.allaboutbranding.com/index.lasso
A name, number, term, sign, symbol, design, or combination of these elements
that 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 or
a 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 a
trademark, which, if managed properly, creates value and influence.
"Value" has different interpretations: from a marketing or consumer
perspective it is "the promise and delivery of an experience"; from a
business perspective it is "the security of future earnings"; from a legal
perspective it is "a separable piece of intellectual property." Brands
offer customers a means to choose and enable recognition within
cluttered markets.
www.hidp.org/programmer/glossary.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. The legal term
for 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. 269
users.wbs.warwick.ac.uk/dibb_simkin/student/glossary/ch09.html
A printed symbol of ownership that a company hopes consumers will
associate with quality.
www.jscfcu.org/kidglossary.htm
What is Brand?

3. “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

4. 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.

5. David Aaker says
A mental box with
•Advertisements
•PR
•News articles
•Product
experiences
•Customer
experiences

7. What is a brand?
Strawman: A collectively held idea of a
company by its customers in
reaction to the messages the
company sends via advertising,
product design and public
relations.

8. What is Brand Identity?
Brand Identity is the unique set of brand
associations that the brand strategist aspires to
create or maintain. These associations
represent what the brand stands for and imply
a promise to customers for the organization
members.

9. 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

10. Brand Management
Brand
Identity
Brand
Position
Brand
Image
Strategy
Messaging
Results
Brand Strategist
Marketing, PR,
Product
Customers & Potential
customers

11. Brand Management
Popular, fun,
goofy
expressive
Do you
Yahoo?
Strategy
Messaging
Results
Brand Strategist
Marketing, PR,
Product
Customers & Potential
customers

13. 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.

14. 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, real
innovation, 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.

15. Audience:
Families
Message:
it’s fun
here
Audience: Teens,
young adults
Message: We’re
hip
Audience: Adults
Message: Treat
yourself, don’t
cook
You deserve a
break today
Audience: Anyone
Message: Every eats here, must
be good
Did these emerge from audience
feedback, or strategy?

16. 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.

17. Internal & External
Walmart’s greeters
Ritz-Carleton's “how may
we be of service?”

18. The Product Attribution Trap
•Brand Users (the Charlie
woman)
•Country of Origin (Audi has
German craftsmanship)
•Organizational Associations
(3M is innovative company)
•Brand Personality (Yahoo is
fun and irreverent)
•Symbols (The stagecoach
represents Wells Fargo)
•Brand-Customer relationship
(Gateway is a friend)
•Emotional benefits (Saturn
users feel pride in building a
US built car)
•Self-Expressive benefits (Nike
users are strong)
Most Common trap
A brand is more than product: it’s

19. What’s going on here?

20. More than a Product
PRODUCT
Scope
Attributes
Quality
Uses
Organizational
Associations
Country of
Origin
User Imagery
Self-Expressive
Benfits
Emotional
Benefits
Brand-customer
Relationships
Symbols
Brand Personality
BRAND

21. 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,

22. Breaking Out of Traps
•Brand-as-product that includes user
imagery 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 as
well as functional benefits
•The ability of a brand to provide
credibility as well as a value proposition
•The Internal as well as external role of the
brand identity
•Brand Characteristics broader than brand
positions

23. Extended
Brand Identity Planning
core
Brand As Product
2.Product Scope
3.Product
Attributes
4.Quality/Value
5.Uses
6.Users
7.Country
Brand as
Organization
2. Organizational
Attributes
3. Local vs.
Global
Brand As
Person
2. Personality
3. Brand-
customer
relationship
Brand As
Symbol
2. Visual
Imagery and
metaphors
3. Brand
Hreritage

24. Extended
core
Brand As Product
2.Search
3.Fast,
comprehensive
4.“The best”
5.Find anything:
research to fun
6.Everyone
7.International
Brand as
Organization
2. Hardworking,
fun, cult
3.Global view
Brand As
Person
2. Honest, but
playful.
3. Always
there for you.
Brand As
Symbol
2. Simple
design, basic
html. Logo is
not sacred.
3. “old
internet’

25. Extended
core
Brand As Product
2.____________
3.____________
4.____________
5.____________
6.____________
7.____________
Brand as
Organization
2. ___________
3. ___________
Brand As
Person
2.__________

____________
3.__________
Brand As
Symbol
2. __________
3. __________
YOU

26. The Nature of Consistency
is how consistent must the property design be
to keep the brand consistent?

27. Everything on brand