Brand Identity

Brand Identity

Brand Identity

Different brands vary in the power and value they command in the marketplace. Many brands are largely unknown to consumers and for some others, there is very high level of awareness in terms of name recall and recognition. David A. Aaker defines brand identity as, “a 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 from the organization members.” Brand identity and brand image are sometimes used interchangeably in different texts. Brand identity refers to an insider’s concept reflecting brand manager’s decisions of what the brand is all about. The brand image reflects the perceptions of outsiders, that is customers, about the brand. From customers’ point of view, it is the image they have of a brand that matters. Brand image is the sum total of impressions created by the brand in the consumer’s mind. This includes a consumer’s impressions about the brand’s physical characteristics, its performance, the functional benefits, the kind of people who use the product, the emotions and associations it develops, and the imagery or the symbolic meanings it generates. To put it differently, how a consumer perceives a brand in its ‘totality’ is the brand image and encompasses both physical and perceptual components. It is a concept that drives customer behavior with respect to the brand. [ Brand Identity ]
According to Jean-Noel Kupferer, a brand is the complex symbol and capable of conveying up to six dimensions or meanings:
Physique: Physique dimension refers to the tangible, physical aspects. The physical dimensions are usually included in the product such as name, features, colors, logos, and packaging. The physique of IBM brand would be data system, servers, desktop PCs, notebooks PCs, and service, etc. [ Brand Identity ]
Personality: Marketers deliberately may try to assign the brand a personality or people on their own may attribute a personality to a brand. It is not surprising that people often describe some brands by using adjectives such as “young,” “masculine,” “feminine,” exciting,” “rugged,” “rebel,” “energetic,” etc. as if they are living persons. Brands usually acquire personalities because of deliberate communications from marketers and use of endorsers. Bajaj Pulsar ads communicate “Definitely male.” The personality of Boost is seen as young, dynamic, energetic and an achiever. [ Branding Identity ]
Culture: Culture includes knowledge, belief, rites and rituals, capabilities, habits, and values. A brand reflects its various aspects and values that drive it. Culture manifests various aspects of a brand. For instance, Apple computers reflect its culture. [ Branding Identity ]
It is a symbol of simplicity and friendliness. Its symbol (munched Apple) connotes being different from others and not following the beaten path. Mercedes symbolizes disciplined, efficient, high-quality German engineering. [ Branding Identity ]
Relationship: Brands are often at the heart of transactions and exchanges between marketers and customers. The brand name Nike is Greek and relates to Olympics, and suggests glorification of a human body. “Just Do It” is all about winning, the unimportant of age, and encourages us to let loose. Apple conveys emotional relationship based on friendliness. The relationship is essentially important in service products. [ Branding Identity ]
Reflection: This refers to defining the kind of people who use it. It is reflected in the image of its consumers: young, old, rich, modern and so on. For example, Pepsi reflects young, fun loving, carefree people. The reflection of Allen Solly’s brand is a typical young executive. However, it does not by any chance mean that they are the only users. The concept of the target market is broader than reflection.  [ Branding Identity ]
Self-Image: This means how a customer relates herself/himself to the brand. Self-image is how a customer sees herself/ himself. The self-image of users of Bajaj Pulsar motorcycle is believed to that of being tough, young males. Users of Nike see their inner reflection in the brand’s personality. [ Brand Identity ]

Brand Identity

OUR COURSES

Online Professional Certification