ANSHU YADAV RAKESH KATARIA RITUPARNA NEOG SUBHASMITA PANIGRAHI NIFT,MFM-2ND SEM
What is a
Brand?
A brand is aname,term,sign,symbol,or design, or a combination of them ,intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition-American Marketing Association(AMA)
It depends on the
perspective you look at it from.For a consumer
brand is a set of perceptions, Associations and the likes
To the CEOs and the likes it represents a o unique timeless idea!!!
Brand Identity? The visual aspects that form part of the overall brand.
What is a
A brand identity represents your company's values, services, ideas and personality.
CORE IDENTITY
EXTENDED IDENTITY
Brand experience
External
Internal
Name Logo Advertising Brand Identity Environments Products & Service
Business Process Customer Relations Brand Values Training Quality Staff Motivation Recruitment Policies Technology
EXTERNAL
INTERNAL
Brand Identity Prism based on Kapferers model and the 6 dimensions in it
CONSTRUCTED SOURCE E X T E R N A L I S A T I O N CONSTRUCTED RECEIVER I N T E R N A L I S A T I O N
Physical
Product features, symbols & attributes
Personality
Character & attitude
Relationship
Beliefs & association
Culture
Set of Values
Reflection
Customers view of the brand
Self-Image
Internal mirror of customer as user of brand
Adidas and Vodafone to represent the Brand Identity Prism
Consist of 3 companies: Adidas Reebok Taylor Made
Adidas Purpose: The production and distribution of apparel, footwear and equipment for sports and leisure as well as of products of adjoining fields, furthermore the commercialization of the registered trademark Adidas. Adidas Mission: To be the leading sports brand in the world.
The Adidas brand attitude Impossible is nothing drives all of their brand communication initiatives and it helps them strengthen the Adidas brands bond with the consumer.
Adidas ADIDAS
Picture of Sender Picture of
Sender
Physique E X T E R N A L I S A T I O N
Sports and fitness
E x t e r n a l i Quality and heritage z a t i o n
Personality
Traditional, conservative, collective
I n t e r n a l European, Traditional i z a t i o n
Relationship
Culture
Reflection
Self Image
True sportsmanship, A good team player, Strong work ethic
Picture of Receiver
Relates more to competing than to winning
I N T E R N A L I S A T I O N
An exterior tangible facet communicating physical specificities, color, form and brand qualities. Physique is the starting point of branding and therefore it forms the brands backbone. SPORTS FITNESS
An internal intangible facet which forms the character, soul and brand personality which are relevant for brands. TRADITIONAL CONSERVATIVE COLLECTIVE
Symbolizes the organization, its country of origin and the value it stands for EUROPEAN TRADITIONAL
Pepe Reina, Xabi Alonso, Jamie Carragher and Steven Gerrard show off their new Adidas kits back in 2006, when Liverpool unveiled a new deal
The way the brand connect to its customers QUALITY HERITAGE
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 outward's mirror. GOOD SPORTSMANSHIP TEAM PLAYER STRONG WORK ETHIC
Stella Mc Cartney campaign
An external intangible facet reflecting the customer attitude towards the brand. So called: the target internal mirror
COMPETITING
Product
thrust sports and apparel User profile
BRAND
PERSONALITY APPAREL SPONSORING
Pre
paid cellular connection Pre paid recharge cards Top ups Vodafone post paid Calling cards Vodafone P.C.O
Tunes
& downloads Entertainment Sports Devotional News updates Astrology Finance Travel Mail,messaging and more Bill info Miscellaneous
Adidas VODAFONE
Physique
Network and connectivity, pug, Zoo zoo Red color, offers
Picture of Sender Picture of
Sender
Personality
Warm, friendly, helpful and reliable
I n t e r n a l i z a t i o n
E X T E R N A L I S A T I O N
E x t e r n a lHelpful, i Togetherness z a t i o n
Relationship
Culture
Users empowerment
Reflection
Picture of Receiver
Self Image
Person who is ready to help ,easy going and keeps in touch with his/her friends
An animal lover and a lovable person
I N T E R N A L I S A T I O N
An exterior tangible facet communicating physical specificities, color, form and brand qualities. Physique is the starting point of branding and therefore it forms the brands backbone. NETWORK & CONNECTIVITY RED COLOR ZOOZOOS PUG OFFERS
An internal intangible facet which forms the character, soul and brand personality which are relevant for brand WARM FRIENDLY HELPFUL RELIABLE
Symbolizes the organization, its country of origin and the value it stands for USERS EMPOWERMENT
The way the brand connect to its customers HELPFUL TOGETHERNESS
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 outward's mirror. AN ANIMAL LOVER A LOVABLE PERSON
An external intangible facet reflecting the customer attitude towards the brand. So called: the target internal mirror PERSON WHO IS READY TO HELP EASY GOING COOL A PERSON WHO KEEPS IN TOUCH WITH HIS FRIENDS
Product
thrust network and communication Service reliable Power to user
BRAND
PERSONALITY WARM , VIBRANT BASIS FOR RELATIONSHIP HELPFUL PUG, EMOTIONAL CONNECTION WITH ZOO ZOO SLOGANS
