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Creating a Brand
Contents
• Building a brand
• Brand identity
• Brand personality
• Brand image
Introduction
• Branding continues to be a strong force in the marketing of an
organization’s products – be it a physical product or a services
product.
• A brand is successful when consumers are convinced that there
are significant differences among the brands in the same product
category.
• The brand consists of tangible attributes and some intangible
benefit.
• The meaningful differences can therefore take the form of either
product attributes or creating images around their product
Strategic Brand building and management process
Place
Brand is created Brand
evaluation by Price
consumers
Perceived
self image
Brand
Sophistication personality Excitement
2 facets 4 facets
6 items 11 items
Competence
3 facets
9 items
Aaker’s
Brand Personality Framework
Sincerity Excitement Competence Sophistication Ruggedness
Down to earth Daring Reliable Upper-class Outdoorsy
Down-to- Daring Reliable Upper class Outdoorsy
earth Trendy Hard Glamorous Masculine
Family- Exciting working Good Western
oriented Spirited Secure looking Tough
Small town Spirited Intelligent Charming Tough
Honest Cool Intelligent Charming Rugged
Honest Young Technical Feminine
Sincere Imaginative Corporate Smooth
Real Imaginative Successful
Wholesome Unique Successful
Wholesome Up-to-date Leader
Original Up-to-date Confident
Cheerful Independent
Cheerful Contempora
Sentimental ry
Friendly
Brand image
• The brand image is ‘the set of beliefs held about a
particular brand’ (Kotler and Keller, 2005) by the
consumer.
• This image is formed by an understanding of all the brand
associations.
• The brand image gives an understanding about how
consumers choose a particular brand among alternative
brands after they have gathered information about the
brands.
Brand image (contd.)
• Brand image is defined as ‘perceptions about a
brand as reflected by the brand associations held
in consumer memory”. Brand associations are
‘anything linked in memory to a brand’
• The association can be with the brand’s attribute,
brand’s benefit and the brand attitude
Brand image (contd.)
Brand image can be built by:
• Product
• Price
• Packaging
• User imagery
• Usage imagery
Brand image (contd.)