2. BRAND IDENTITY
• Brands came into existence to satisfy certain
qualities, to serve certain targets, to symbolize
some values, and to stand for some emotions.
Companies create and build brands for some
reason.
• Brand identity is the purpose for which the brand
is born.
• Brand identity goes much further than image
though brand image being the customer’s
perception, helps create the brand identity.
Brand image is about what we know of the brand
in the past and ignores the future.
3. POSITIONING
• Positioning is about placing the brand in the
mind of the customer and communicating the
relevant values to the consumers with respect
to other brands that operate in the market,
making it distinguishable from competing
brands.
• Positioning can be changed even in a short
span of six months to one year whereas brand
identity remains for quite a long time.
4. DIMENSIONS AND IDENTITY
• Brand identity as the sum of the brand
expressed in terms of product, organization,
person, and symbol.
• Brand identity structurally has two
dimensions, the inner core identity and the
outer core identity containing all the above
dimensions.
5. BRAND AS A PRODUCT
• These include the impact of product class
association, various attributes of the product,
the perceived quality of the product from the
consumers, the occasion for the usage of the
product, the type of users using the product,
and the country of origin issues.
BRAND AS AN ORGANIZATION
• The corporate identity, the organizational
values and associations as well as the general
organizational attributes also form a part of
identity.
6. BRAND AS A PERSON
• Personification, in the literal sense, means
making a non-living thing as a living thing and
viewing it as a person. Here, the brand, a nonliving thing is visualized as a person or an animal,
and the attributes and qualities associated with
that person or animal are supposed to form part
of the brand’s identity too.
BRAND AS A SYMBOL
• The visual description that come to the mind
when you think of brand is called visual imagery.
• Visual Imagery is that aspect of visual association
when we think of a brand like coca cola’s bottle.
7. INNER AND OUTER IDENTITY
• Core identity represents the fundamental values and
beliefs that it stands for. It is the essence of the brand – the
heart and soul of it. It may be drawn from the
organizational values also. Though core identity may be
reduced to a few words, a statement or slogan does not
make an effective identity representation.
CORE IDENTITY
• It is the essence of the brand.
EXTENDED IDENTITY
• It is what the brand stands for or where the brand is
known.
VALUE POSITION
• The advantage you get from a certain feature of the brand.
An expressive form of the brand.
8. THE SIX – SIDED PRISM
• Jean – Noel – Kapferer proposed brand identity based on a
prism having six elements. It also sums up the various
tangible and intangible aspects of the brand.
• PHYSIQUE – this forms the basis of the brand.
• PERSONALITY – personality here means personification of
the brand. The brand personality is perceived as a person
or an animal.
• CULTURE – the country of origin of the brand that is seen
as a product attribute forms the culture.
• RELATIONSHIP – it is the understanding between the
consumer and the organization.
• REFLECTION – this is the consumer’s perception of the
brand and its values.
• SELF-IMAGE – this is about what the consumer thinks
about himself or herself.
9. MULTIPLE IDENTITIES
• There is yet another possibility that the brand has
multiple identities.
• EX. Worldwide, TIDE detergent brand is perceived as a
premium brand and ARIEL brand as a middle-class
brand, whereas in India, ARIEL is a premium brand and
TIDE happens to be perceived as a middle-class brand.
• The brand identity is adapted to the local conditions in
most transnational brands. Multiple Identities cannot
be completely different from each other. They should
reflect some common associations, some common
values or some reflections of the other identity.
10. Chapter 14 - Brand Image
Brand Identity – is what the brand managers think
about the brand. It is the cause.
• Ex: It is communicated to customers in many
ways like advertising, packaging, performance of
the brand, after sales service, etc.
Brand Image – is what the customers think about
the brand. It is the effect. It is the essence of all
the impressions or imprints about the brand that
have got imposed on the consumer’s mind.
• Ex: Head n’ Shoulders – Anti-Dandruff shampoo
11. Error – failure of the brand to deliver its promises, word of
mouth, litigation filed against the brand expectations of the
customer, emotional associations of the individual
customer with the brand.
• Ex: Ineffective whitening cream.
Imagery – is the customer seen from the perspective of the
product.
• Ex: The imagery of the user of ponds is an Indian woman
who is an achiever and is confident to step out and take the
world on. Thus, Ponds has a secular imagery since it goes
against the tradition and gives a new dimension to the
beauty and womanhood.
12. • Brand Networking Technique – a drawing of
network diagram based on the consumers
experiences about the brand. The name of the
brand is written in a circle at the center and is
connected with the other circles by lines
which carry a ‘+’ or ’-‘ sign indicating their
favorable and unfavorable experience with
the brand.
• Ex:
13. Focus Groups/Focus Group Discussion – used to
effectively identify images perceived by the
consumers for the brand in focus.
• Ex: Photo Sort, wherein customers are asked
to chose photos that best represents the
products/brands.
14. Constructive Techniques
Word association – the brand name or advertisement slogan is given
and consumers are asked to state the things that come to their
mind.
• Ex: LG “Life’s Good”
Sentence Completion – is a slight modification where consumers are
given an open-ended statement.
• Ex: “I use Nokia mobile because…”
Scenario Projection – respondents are shown some scenarios and
asked to sate their responses.
• Ex: Respondents may be shown a scene where a group of
youngsters are chatting and sharing ‘Ruffles’ potato wafers. They
may then be asked to imagine themselves to be a part of the crowd
and asked questions relating to the experience of having ‘Ruffles’ in
that situation
15. • Factor Analysis – is then used to identify the primary
factors, which influence the image of the brand. It is a
data reduction technique and hence the initial set of
variables in the questionnaire would be grouped into
appropriate factors. The factors which explain the
maximum variability of the sample could be
considered as those explaining the image of the brand.
• Ex: Hypothetical table, which indicates the perception
of patients towards H-World, the chain of hospitals. (1Partially Agree, 5-Completely Agree)
Variables
Satisfactory timings for
outpatients
Prescribed medicines are
satisfactory
Consulting after surgery is done
satisfactorily
Rating
5
3
1
17. Introduction
• Brand identity and brand image helps brand
managers to formulate strategies to make
consumers relate to the product in a much
easier way
• Brand Personality- it is based on the premise
than consumers prefer something that
exhibits their characteristics or their ideal
values.
18. Some Indian Examples of Brand
Personality
The devil of “Onida”
represents high
technology and
proved to be one of
the successful brand
personalities in India.
19. • Sunsilk in India
Sunsilk has a
caring, nurturing,
gentle feminine
Personality. The
adverstisement,
packaging, and
nature of the
product convey
the same.
20. • Product Anthropomorphism- Zoo Zoo
• Brand Personification- Attaching traits
• Product Personality and Gender-feminine vs
masculine
• Product Personality and Geography- country
of origin
• Personality and Color-
21. Brand Anatomy of Coke
Essence:Yout
h
Benefit: Joyous Environment
Attribute: A Frizzy Drink
(Vivaciousness)
22. Brand Personality Analysis of Santro
car
Sensory
Emotional
Rational
Small
Light
Fresh
Bubbly
Light-Hearted
Convenient
Youthful
Dependable
Fun Car
Manoeuvrable
Quick
23. When it necessary to have a brand
personality
• Brand personality is important when the
product is socially conspicious ( products like
automobile, clothing) or when the availability
scarce ( as in the case of luxury goods) or
when it is complex product ( in case of hi-tech
products, consumers rely on image rather on
the features of the product which is a bit
difficult to comprehend) or when the target
audience is highly self-concious.
24. Tools to Build/ Understand Brand
Personality
• Brand Personality Scale
The five main personality factors as
identified by Aaker are sincerity, excitement,
competence, sophistication, and ruggedness.
26. • Three Models to Build Brand Personality
Aakers states the 3 models namely as:
1.Self-expression Model
-states that the consumer sees the brand as the
kind of person he/she wishes to be
Example:
This is the case with Royal Enfield’s Bullet. The rider is
considered to be very masculine when he rides the
bike. Bullet’s personality is one that represents a
“macho” character.
27. • Three Models to Build Brand Personality
2. Relationship Basis Model
- is liking to associate with a personality
exhibited by the brand drives the purchase.
The consumer wants to establish friendship
with the brand and the brand need not
represent their characteristics or their
aspirational values.
Example:
‘Eureka Forbes’ is seen as a friend for life and
would fit this explanation of brand personality
28. • Three Models to Build Brand Personality
3. Functional Benefits Representation model
-the brand personality is used as a vehicle to
state the benefits of the brand.
Example:
Devil Onida
29. • Building Brand Personality via the 4 P’s and
Packaging
The 4 p’s of mktg- product, price, place and
promotion along with packaging needs to be
effectively handled to build a personality.
Relationship between consumers and brand personality
Brand / Product Related Activity
Cues Obtained
Keeps repositioning its brand
No stable personality
Same character kept unchanged
Consumers get comfortable with
the personality
High price and exclusive
distribution
Sophisticated
Frequent Promotions
Uncultured and Cheap
Sponsors relevant shows
Helpful and Supportive
Offers a lot of warranty
Reliable and Dependable
30. • Building Brand Personality via Adverstisement
The elements of advertisement which can be used
for building brand personality:
1.User Imagery
2.Endorser
3.Execution-related elements
4.Consistency
31. • Building Brand Personality Bottom-up
This method takes an entirely different
route. The personality here is not used to
convey the identity, rather it intacts what the
consumers want from a brand of that
category. It uses four-step processing defining
the target audience, finding out what they
need, want and like, build a consumer
personality profile, and creating the product
personality to match that profile.
32. • Building Brand Personality Bottom-up
1.Direct elicitation techniques
- the consumers are given a questionnaire,
which contains statements describing the
brand users along with the characteristics of
the brand.
33. • Building Brand Personality Bottom-up
2. Indirect elicitation techniques
- techniques such as word association,
sentence completion, scenario projection
psychodrama, photosor, personification,
personalit/uniqueness traits, brand marriage,
obituary, collage and analogies and
methapors used to find out what kind of
personalities are generally asociated with the
brand.
35. • Positioning – the act of placing the product in
the mind of the prospect.
• Brand Positioning – act of designing the
company’s offer and image so that it occupies
a distinct and valued place in the target
customer’s mind.
36. • MultiDimensional Scaling (MDS)
• -- is a class of procedures that represent
perceptions and preferences of respondents
spatially by means of visual display.
-- is a data analysis method which is widely
used in marketing and psychometrics. The aim of
the method is to build a mapping of a series of
individuals from a proximities matrix between
these individuals.
• Spatial Maps – geometric relationships among
points in a multidimensional space.
• Direct approach – the similarity judgments are
taken
37. • Derived approach -- the attribute ratings are
taken as inputs for MDS.
• Image profile analysis –another tool used for
brand positioning. The attributes of the
brands are listed and the respondents are
asked to rate the attributes of all the brands.
• Correspondence analysis – used to position a
brand with certain attributes. An ideal brand
based on the attributes listed can also be
formed making use of correspondence
analysis
38. • Brand repositioning – not a very uncommon in
the market and is supposed to be a dynamic
process, the time frame being different for
different brands.
40. BRAND LOYALTY
• “The biased, behavioural response, expressed
over time, by some decision-making unit, with
respect to one or more alternative brands out
of a set of such brands, and is a function of
psychological(decision-making
evaluative)processes.” – Jacoby and
Chesnut(1978)
41. BRAND LOYALTY MEASUREMENT MODELS
1. PREFERENCE BEHAVIORAL MODEL
- measures the preference and switching
behaviour of the customer on a single
brand.
- behavioural and attitudinal approaches
to brand loyalty are covered in this model.
42. Last brand
purchase
/Preferred
brand
Brand 1
BRAND 1
X
Brand 2
Brand 3
1
BRAND 3
2
BRAND 4
3
TOTAL
X+1+2+3
X
Y
Brand 4
TOTAL
BRAND 2
X
Z
A
B
Y+X
X
C
X+Z
D
E
FOCUS – represents the proportion of sales that come from who identify the
brand as the most preferred.
GRAVITY - proportion of preferred sales that are converted to sales.
45. 2. PURCHASE PROBABILITY MODEL
- called Scaled Probability of Purchase.
- estimate of a household’s choice of
various brands is taken as a starting
point. It focused on the brands that are
frequently bought and based on the
behaviour of the consumer and not on
the attitudes.
46. Example:
• Consider a hypothetical market that has only two
brands- brand 1 and brand 2. Everyone in the
market will buy whichever brand is on sale that
week and there is also situation that each brand is
cheaper half of time.
Observed Purchasing
Fraction of Population
Brand 1 loyalists
0.25
Brand 2 loyalists
0.25
Neither Loyal to 1 or 2
0.50
Fitting the beta – binomial to this date gives us a1=a2=infinity.
47. 3. BRAND LOYALTY ANALYSI WITH MARKOV
CHAINS
- Used to forecast long term market shares in
oligopolistic markets, extensively used in
game theory problems.
- STATE- the random variables.
- T – taken in a given set of time.
- P – transitional probabilities
- X – example space or state space.
48. STRATEGIES TO BUILD BRAND
LOYALTY
• Dependent on emotional attachment towards
the brand.
• Carefully cultivated to an extend by marketers
reflecting the aspirations of the customers.
• Repeat advertising and promotional offers can
create awareness and build brand recognition
among customers.
49. • Published information in print and electronic
media enhances the brand awareness and
increases business equity.
• Brand names are equally important, hence
communication through any media should be
consistent and persistent.
• Loyalty may also be carefully built by offering
specialized programs, encouraging customers
to be a part of that programme.
50. BUILDING LOYALTY THROUGH
STRATEGIC DIFFERENTATION
• 1. BENEFITS OF PRODUCTS – the benefits
derived from products by the consumer
should be unique from other products.
• 2. EMOTIONAL BENEFITS – delivering a
product benefit by itself may not create brand
loyalists. There should be some emotional
benefit of the brand apart from the product
benefit.
51. • 3. BRAND PESONIFICATION – forms the
customer’s perception about the brand’s
personality.
