Chapter 2 .

Brand identity
Brand identity
Brand identity is 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 consists of twelve dimensions organized around four perspectivesthe brand-asproduct (product scope, product attributes, quality/value, uses, users, country of origin), brandas-organization (organizational attributes, local versus global), brand-as-person (brand
personality, brand-customer relationships), and brand-as-symbol (visual imagery/metaphors and
brand heritage).
Brand identity structure

Brand identity consists of a core identity and an extended identity. The core identity
Represents the timeless essence of the brand
It contains brand association that is most likely to remain constant as the brand travels to
new markets and products
The core identity , which is the central to both the meaning and success of the brand More
resistant to change Includes elements that make the brand both unique and valuable.
McDonalds - Value Offering, Quality, Service, Cleanliness ;Nike -Thrust, User, Performance,
Enhancing lives; Close up- Gel form, User, Red color
It is all about values and what the brand would like to be in the future
The vision or core identity must be clear , exciting and memorable.
The core identity contains associations that are most likely to remain constant as the brand
enters new markets and products, than elements of extended identity .The brand position

and communication strategies may change, so may the extended identity but core identity
remains in its place.
The core identity is :Fundamental beliefs and values that are the main drivers of the brand
Competencies of the organizations behind the brand
What the organization stands for If the values of the organization and the culture of the
organization is right, the brand can take care if itself. Core identity follows from the
answers to some introspective questions
What is the soul of the brand?
What are the fundamental beliefs and values that drive the brand?
What are the competencies' of the organization behind the brand?
What does the organization behind the brand stand for?
Sometimes , a slogan can capture at least a part of the core identity :
Count on us Maurti Suzuki
More air , every where ( Orient PSPSO)
Even the core identity is , however , too multi faceted for a single slogan .
The core identity does not possess enough detail to perform all the functions of a brand
identity.
The extended identity Includes elements that provide texture and completeness Fills in the
picture, adding details that help portray what the brand stands for.The extended identity
e.g.McDonalds Sub-brands, Logo, Characters, Convenience;Nike Personality, Logo, Sub- ,
Slogan, Endorsers ;Close Up Mnemonic, Variants, Packaging.
The identity structure Core identity for a strong brand should be more resistant to change
than elements of extended identity Within a product class, a larger extended identity means
a stronger brand. One that is more memorable and interesting and connected to a
consumers life

Four Brand identity perspective

In order to ensure that brand equity has texture and depth a brand should be considered as :
A product
An organization
A person
A symbol
Every brand identity need not employ all these perspective
A Product :- Although one should avoid the product attribute fixation trap, product relate
associations will almost always be important part of a brand identity and will directly be
related to brand choice decisions and use. A strong link toa product lclass means the
brand will always be recalled when the product class is cued for instance Hertz rental
cars
The goal of linking a brand with a product class is not to gain a recall of product class when the
brand is mentioned e.g rental cars Hetz. It is more important to remember to recall the
brand when the product class is mentioned.
Attributes related to the purchase or use of product can provide functional and emotional
benefits. It can create value proposition by offering something extra . The problem arises
when attributes become the focus of identity efforts.
Association with quality
The quality element is important to consider separately . Value is closely related to quality , it
enriches the concept by adding the price dimension
Association with usage occasion
Some brands successfully attempt to won a particular use or application e.g Nescafe has been
trying to establish itself as a morning beverage the taste that gets you started
Association with users
A strong type position can imply a value preposition and a brand personality
Link to country
This will add value and credibility ( VODKA Russian, Mercedes German, Swatch watches
Swiss Made, Champagne France )
2) Brand as a Organisation.
A brand in the market-place is more than a plain product .Its origin , the company or the
organization that markets it could be designed as an important identity structure . Organsiation
attributes as innovation a drive for quality and concern for environment.

Organisation attributes are more enduring an more resistant to competitive claims than product
attributes . First it is much easier to copy a product than to duplicate the organsation with unique
people values and programmes.
3) Brand as a person.
A customers relationship with a brand may be based on its human like traits. Suggest a brand
identity that is richer and more interesting than a product attributes. A brand can be perceived as
being upscale , competent , fun, active, casual format , youthful or intellectual.
A brand personality may help communicate a product attribute and this contribute to a functional
benefit. For e.g MRF personality ( promoted by MRF muscle man and formula race
sponsorship) consists rugged, strong and sophisticated dimensions .These associations
indirectly suggest that MRF Tyres are strong ,built to last and incorporate new technology
4) Brand as a symbol
A symbol stands for something . It can provide cohesion and structure to an identity and make it
easier to gain recognition and recall. Its presence cab be a key ingredient of brand development
and its absence can be a handicap.
Symbols involving visual imagery can be memorable and powerful ( McDonalds Golden Arc,
Nike Swoosh )
A strong symbol can be the cornerstone of a brand strategy
Brand identity traps
A brand identity provides a purpose and meaning of the brand.

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.

These four traps represent approaches to creating an identity that are excessively limiting or
planned and that can lead to ineffective brand strategies.
The Brand Image Trap
Brand Image is how customers and others perceive the brand. The knowledge of brand image
provides useful and even necessary background information when developing a brand identity.
In the brand image trap, however, the patience, resources, or expertise to go beyond the brand
image. If this is not done then brand image becomes brand identity. Brand image trap lets the
customer dictate what you are.
Brand image is usually passive and looks to the past, brand identity should be active and look to
the future.
Brand image is tactical, Brand identity should be strategic. it should reflect the brands enduring
qualities. It represents the basic characteristics that will persist over the time .Brand image
tends to be tactical, Brand identity should be strategic. Strategic intent involves a forward
looking dynamic perspective it involves a willingness to consider creating changes.
The Brand Position Trap
A brand position is the part of the brand identity and value preposition that is to be actively
communicate to the target audience and that demonstrates an advantage over competing
brands
There is a distinction between Brand Image , Brand identity and Brand positioning
BRAND IDENTITY

BRAND POSITION

BRAND IMAGE

How the brand is now How strategists want the The part of the brand
brand to be perceived
identity
and
value
perceived
proposition
to
be
actively communicated
to a target audience

The Brand position trap occurs when the search for brand identity becomes a search for brand
positioning.
The trap will prevent a full-fledged brand identity .Positioning trap focuses on product attributes
and there is no room for brand personality, organizational associations or brand symbols. A
brand position does not have texture and depth to guide brand building effort. Which event to
sponsor, what should be the store display. There is a need for richer, and more complete
understanding of what the brand stands for

The External perspective trap.

To a advertiser a brand identity is something that gets customers to buy the product or service
because of how they perceive that brand.
The external perspective trap occurs when firms fail to realize the role that a brand identity can
play in a an organization understands its basic values .and purpose.
It helps to answer the question what does your organization stand for
The Product Attribute Fixation
This is the most common trap. In this case product attributes are focused on the belief that
consumers make a decision on attributes of a product. But a brand is much more than a product
, The failure to distinguish between a product and a brand creates the product fixation trap
Product Attribute research
The product attribute fixation trap is often caused by a a reliance focusing on attributes. Such
research is popular due to various reasons:

It is often effective ,as attributes are important to purchase decision and user experience

It is relative easy as customers are more comfortable talking about attributes than about
tangible benefits

Managers are reassured that customers evaluate brands using logical model, which means
that their decision are easier to predict and understand.

The firms believe that they have extensive data in hand while the research conducted is more
restricted to a list of product attributes. This problem is particularly severe in the world of IT ,
Industrial goods and durable goods where mangers are especially fond of the rational
customer model e.g. People buy an Apple not because of the product attributes but they buys
because of the upscale , high tech& innovative brand identity that Apples restores with brand

Question :
1) Explain the four identity perspectives or What are the four identity perspective ( 2010,15)
Short Notes:
1.
2.
3.
4.

Core identity
Extended identity
Brand identity traps ( 2014)
Brand identity ( 2012)