Developing brand identity
1 like968 views
The document discusses brand identity and added values. It defines brand identity as the unique set of brand associations that represent what a brand stands for and the promise it offers customers. Added values refer to attributes beyond the core product that customers attach importance to, such as perceived effectiveness, experiences, social affiliation, and appearance. The document provides various frameworks and models for understanding brand identity and lists examples of how companies build their identities and added values.
Developing brand identity
- 2. Customers a+ach value to a product in propor4on to its perceived ability to help solve their problems or meet their needs. • Low rate of percieved differen4a4on • Price sensivity • Homogenious products • Po;ato, meat, salt, etc Brand vs Commodity 1. Presence of added values 2. Brand is something more than just a sum of its components Price differen4a4on 3. Complex of intangible features and characteris4cs Product differen4a4on
- 3. What is a person’s iden4ty? 3
- 4. Brand iden4ty Customers must recognize that you stand for something Brand iden4ty – unique set of brand associa4ons that brand strategist aspires to create and maintain. These associa4ons represents what the brand stands for and imply a promise to customers from the organiza4on 4
- 5. Brand iden4ty 2 • Brand iden4ty should help establish a rela4onship between the brand and the customer by genera4ng a value proposi4on involving func4onal6 emo4onal or self-‐ expressive benefits 5
- 6. Its not just • Logo • Colors • Corporate style It’s a way of delivering corporate values, beliefs, benefits and emo4ons Brand sense*
- 7. The Body Shop • We believe there is only one way to be beau4ful, nature's way. • To create a global community if common minded people • Social responsibility • Business has to do more than just earn money • h;p://thebodyshop.ru/values-‐ campaigns/ 7
- 8. Starbucks 8
- 9. Brand a;ributes Physical product, core idea Appearance, Func4ons, Specifica4ons, Characteris4cs, Packaging, Design(style, colors), Цена Distribu4on, Pre-‐ post-‐service, consultancy, payment, warranty, insurance Image, reputa4on, values and promises , personality, sense 9
- 10. Brand iden4ty model Brand iden4ty Brand as a Product Idea; A;ributes; Brand as an Organiza4on Brand as a Person Brand as a Symbol Quality; Corporate values; Character and mood; Visual iden4ty; User; Globaliza4on Rela4ons with customers Metaphors and slogans Country of origin 10
- 11. Brand Archetype WHAT Unique construc4ons of human thinking Standard models of reality percep4on WHAT FOR Build brand iden4ty that reflects corporate values that match product soul To influence on consumer percep4on 11
- 12. 12
- 13. You can create more compelling brand personali4es using archetypes 13
- 14. 14
- 15. 15
- 16. Self-‐expression Con4stency Belongings Changes • Простодушный • Caregiver • Lover • Outlaw • Sage • Ruler • Jester • Magician • Explorer • Creator • Hero Explorer: challenger, risky, dangerous, independent, result-‐ oriented Innocent: useful, благотворный, clear, честный, trus‚ul, happy, posi4ve 16
- 17. Examples Archetype Idea Example Hero Brave NIKE Lover Greet love and care HALLMARK Outlaw Break the rule HARLEY-‐DAVIDSON, DIESEL Magician Make a mistery CALGON 17
- 18. Brand as a person 18
- 19. Added values (Добавленные ценности) Core iden4ty Extended iden4ty Perrier, Gucci, Moet&Chandon Belongings to par4cular social group 19
- 20. Nescafe According to Nescafe, Nescafe cappuccino is more than just another hot beverage: “it as a reflec4on of a way of life, where relaxa4on merges with enjoyment and glamour with convenience”* 20
- 21. Задача маркетинга в компании – объединить все доступные ресурсы для создания таких добавленных ценностей, которые были бы уникальны в глазах потребителя и относились к конкретному брэнду. 21
- 22. Added values by Jones (1986) Based on Refferent experience group effect Percieved Based on effec4veness appearence 22
- 23. Based on experience • Repeat purchases • Other users experience 23
- 24. Referent group • Using opinion leader effect • Endorsement 24
- 25. 25
- 26. 26
- 27. 27
- 28. • Demonstrate func4onal ra4onal Percieved benefits effec4veness • Qualita4ve characteris4cs • Posi4oning in reference to compe4tors 28
- 29. 29
- 30. 30
- 31. 31
- 32. • Design and ergonomics Based on apearence • Packaging • Using visual instruments 32
- 33. 33
- 34. 34
- 35. Added values from customer involvement Mutual par4sipa4on IKEA Producer + Consumer = Prosumer 35