Brand identity:

How managers create awareness of any brand in the market. Identity has different
parameters name, packaging, colour, style, font and logo in order to creating the brand
personality in market.

Brand identity is the common element sending a single message amid the wide variety of
its products, actions and slogans.

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 should help establish a relationship
between the brand and the customer by generating a value proposition involving
functional, emotional, or self-expressive benefits.

Brand identity represents how the brand wants to be perceived, it leads brand
image and is situated on the sender's side. The way a brand is perceived by its
customers is key to it success.

Six facets of Brand identity:

Physique:

An exterior tangible facet communicating physical specificities, colours,

form and brand qualities. Physique is the starting point of branding and
therefore it forms the brands backbone

Personality:

An internal intangible facet which forms the character, soul and brand
personality which are relevant for brands.

Culture:

An internal intangible facet to integrate the brand into the organization which is essential
in differentiating brands.

Relationship:
An exterior facet with tangible and intangible areas, and defines the behavior
that identifies the brand - the way the brand connect to its customers.
Reflection:

An external intangible facet reflecting the customer as he or she wishes to be

seen as a result of using a brand. So called: the target out ward’s mirror.

Self-image:

An external intangible facet reflecting the customer attitude towards the

brand. These inner thoughts connect personal inner relationship with the
brand. So called: the target internal mirror

Brand identity system:

In simple terms, brand identity system invloves strategically designing a flexible,

expandable and consistent brand identity.
A system that reflects more than how the identity looks, it reflects how it works, how it
drives results.

FLEXIBLE:

Where it can be efficiently used across media without any extra production cost that
might occur if special production techniques or extra steps have to be taken.

Expandable:

Where you can expand your visual identity to accommodate your sub-brands or services
or you can even re-brand your identity without losing its visual assets and integrity.

Consistent:

The look and feel of your visual identity does not change and stay the same across all
your communications, web, print or media.

All our Brand Identity Systems come with a -Visual Identity & Brand Manual- that
explains how it works and how it should be used.

Product differentiations:

Brands can be differentiated on the basis of number of different products or services,

product form, features, performance, durability reliability, style and design, as well as
such service dimensions as ordering ease delivery, installation, customer training,
customer consulting, and maintenance and repair.
Besides these one more general positioning for brand is high quality. High quality
business units earned more. They benefited from more repeat purchase. Consumer
loyalty and the costs of delivering more quality were not much higher than for business
units producing low quality.

Personnel differentiation:

Companies can strong competitive advantage through having better trained people. Better
trained people exhibit six characteristics.

Competence:
They possess the required skills and knowledge.

Courtesy:
They are friendly, respectful and considerate

Credibility:
They are trust worthy.

Reliability:
They perform the service consistently and accurately.

Responsiveness:
They respond quickly to customers request and problems.

Communication:
They make an effort to understand the customer and communicate clearly.

Retailers are likely to use their front line employees as a means of differentiating their
brands.

Following points are important factors of the personnel differentiation

- Knowledge, qualification, experience and skill of service personnel
- Character, commitment, integrity, behavior, and willingness of the service personnel
- How far they upgrading themselves their skill according to changing technology
- Their social network
- How far they are consistent,
- Virtues like patience, tolerance and humbleness
- Self less not greedy, thrifty or hypocrite , how far consistent in their behavior
- How they are behaving behind the screen
- With attractive physical appearance, beauty of mind and feeling important role
- In close or small city social network, family background also plays important role.
- Dress code and discipline of the service personnel.

Channel differentiation:
Companies can achieve competitive advantage through the way they design their
distribution channels coverage, expertise, and performance.

Image differentiation:

Image is the public perceives the company and product.