Identity: Image:

The way a The way the

public
company aims
perceives
to the company
identify or or its
position itself products
IDENTITY IMAGE

How we see How others

ourselves... see us...
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.
How strategists want the brand to
be perceived
 Aaker’s Framework for Brand Identity

BRAND AS A
BRAND AS BRAND AS A BRAND AS
PRODUCT
ORGANISATION PERSON SYMBOL
1. Product Scope
2. Product
Attributes
3. Quality/Value 1.Organisatioanl 1.Personality 1.Visual Imagery
Attributes 2.brand customer 2 Brand Heritage
relationship
4. Uses 2. Local vs. Global
5. Users
6. Country of origin
 It deals with the acceptance of a brand as a product
itself.
 It focuses on what all product related aspects can
be created for instance product attributes, quality,
uses, users etc.
 The brand’s scope is associated with product’s
scope.
 Brand with strong product class linkages benefits
in many ways.
 E.g some brands focuses on quality/ value, some
on users or usage occasion.
 It emphasizes that a brand as a successful among
other things because of the organization values it
upholds.
 It includes
 Innovation
 Trustworthiness
 Consumer concern
 Genuiness
 Local vs Global
 It deals with “ what happens to the brand when it
becomes a person?”
 It includes
 Energetic
 Friendly
 Rugged
 Advisor
 It deals with heritage and what the brand stands
for.
 Symbols are particularly important for their ability
to gain recognition and recall.
 A brand may have three types of symbols
 Visual Image
 Metaphor
 Heritage
It delivers functional, self expressive or emotional
benefit to the customer.
 It deals with how six personality and physical
facets define brand identity.
 It provides answers to questions like
 It a brand was a person how would he look like?
 What traits would he have?
Like warm, cold, aggressive, approachable, smart
etc.
 Kapferer represents brand identity as a sum of
certain tangible and intangible elements.
PHYSICAL Core, central purpose and foundation
What is the product, what does it do, how does it add
value, fill gaps
TITAN AND NOKIA PERFORMANCE, HEAD & SHOULDERS
DANDRUFF

PERSONALITY SOUL, What the brand would be if it was a person, it

includes personality traits
Disney Fun, Woodland Rugged, Raymond well groomed
man

REFLECTION •External Mirror, how target identifies himself as brand.

•Brand reflects customer’s image outside, image of buyer
using brand
•Lux- beauty, Pepsi young, Thumps up adventurous

SELF-IMAGE •Internal mirror, consumers attracted to brands where they

see own traits.
•Self-Image, how the targeted identifies brand as itself.
•Nike Athletic, Sporty, Enfield bullet- Armed forces
RELATIONSHIP •Intangible brand and customers connection,
exchanges, experiences
•How should brand be seen by consumers as marketing
communication
•NOKIA reliable friend

CULTURE •Culture Spawns brand values and principles which bind

consumers
•Strong dimension, differential, internalise in consumer’s
conscience
•VW- German Engg, Amul-Indian, HSBC- World’s local
bank.