Ty BMM Brand Building

1. Professor
Varsha Mam

2. Created By
Prathamesh Navale

3. What is Brand ?
Definition by Philip Kotler
A Brand is Name Term, Sign,
Symbol Design Or a
Combination Of these, That
identifies the maker or seller of
the Product.

4. What is Brand Identity?
Definition
The visible elements of a brand
(such as colors, design,
logotype, name, symbol) that
together identify and distinguish
the brand in the consumers'
mind.

5. BRAND IDENTITY
PERSPECTIVE

6.  Brand as a Product
 Brand is an Organization
 Brand As A Person
 Brand as Symbol

7. BRAND
IDENTITY
LEVELS

8. CORE
Identity
Extended
Identity
Figure Of Brand
Identity Levels
The Spiritual
central/brand
essence/brand
soul.
Product
Packaging
Personality
Brand Name
Slogan
Logo/
Symbol
Character
Sub-Brand

9. The Core Identity
The core identity represents the timeless essence of a brand .It is
central to both the meaning and success of the brand. It indicates
the reasons why the brand as been brought into existence. It
contains the associations that are most likely to remain constant as
the brand travels to new markets and products. The elements of the
core identity remain more resistant to change than the elements of
the extended identity. Thus the core identity is timeless while the
brand position or the communication strategies might change. It is
generally the first word that people behind the brand may utter
when asked what the brand stands for :
 Lux – Beauty bar for young women
 Dettol – Antiseptic, protection
 Johnson & Johnson – Trust and quality a baby needs

10. The Extended Identity
The extended brand identity includes elements that provide texture
and completeness. The core identity usually does not possess
enough detail to perform all of the functions of a brand identity. In
particular, a brand identity should help a company decide which
program or communication is effective and which be damaging or off
the target. Even a well-thought-out and on-target core identity may
ultimately be too ambiguous or incomplete for this task. A brand
personality does not often become a part of the core identity.
However it can be exactly the right vehicle to add the needed texture
and completeness by being a part of the extended identity. It
provides the strategist with the opportunity to add full detail to
complete the picture.

11. Components
Of Extended
Identity
Product
Packaging
Personality
Brand
Name
Slogan
Logo/
Symbol
Character
Sub-Brand
Components
Of
‘Tastes like this feels'
Cadbury
• Family Oriented
• Middle Class
This Brand
No Character
Extended
Identity

12. Thank
You !