Module I: Understanding Brand
Anatomy
Module I: Understanding Brand
Anatomy
• Understanding Strong Brand
• Brand Positioning & Values
• Brand Identity & Image
Google Brand Building
• Headquarters: Mountain View, Calif.
• Brand established: 1998
• Sergey Brin and Larry Page :We believe that the brand identity
that we have developed has significantly contributed to the success
of our business
• We also believe that maintaining and enhancing the Google brand
is critical to expanding our base of users, advertisers and Google
Network members
• Excerpt from ‘The Google Story’:
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Simplicity & Focus
Foresight
WOM
The Product
• Corporate Information - Google Milestones
Characteristics of Strong Brands
• Understand brand meaning by marketing
appropriate products and marketing
products appropriately
 Disney
 Nike
• Properly position brands
• Visa
• Diet Coke
Characteristics of Strong Brands
• Provide superior delivery of desired
benefits
• Starbucks
• Ikea
• Maintain innovation and relevance for the
brand
• Gillette
• Nokia
Characteristics of Strong Brands
• Establish credibility and create appropriate
brand personality and imagery
• Apple
• Virgin
• Communicate with a consistent voice at
one point in time and over time
• Accenture
• IBM
Characteristics of Strong Brands
• Employ full range of complementary brand
elements and supporting marketing
activities
• Intel
• Red Bull
• Strategically design and implement a
brand hierarchy and brand portfolio
• BMW
• Ford
Four characteristics
Difference
Clarity
Consistency
Leadership
Which do you prefer?
Blind
Diet
Pepsi
Diet
Coke
51%
44%
Which do you prefer?
Blind
Branded
Diet
Pepsi
Diet
Coke
51%
23%
44%
65%
BRAND POSITIONING
To Create
Brand Equity
Brand Knowledge Structures
To
Determine
Brand Positioning
*Brand Knowledge structures are based on Brand Image and Brand Awareness
Brand Positioning
• Define competitive frame of reference
– Target market
– Nature of competition
• Define desired brand knowledge
structures
– Points-of-parity
– Points-of-difference
Point of Parity (POP)
&
Point of Difference (POD)
POP & POD
• Points-of-Parity-Shared brand values
– Necessary
– Competitive
• Points-of-difference-unique brand values &
Association
– Desirable
– Deliverable
– Differentiating
Identifying & Choosing POD
• Desirable ( Customer Perspectives)
– Personality Relevant
– Distinctive & Superior
– Believable & Credible
• Deliverable ( Firm Perspectives)
– Feasible
– Profitable
– Pre-emptive, defensive & Difficult to attack
• Differentiating ( Competitive Perspectives)
– Unique
Brand Identity & Brand Image
What is Brand Identity?
Brand Identity is the 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 for the
organization members.
Brand Identity (Kapferer’s Prism)
Brand Identity
Characteristics of Physical
Representation:
• objective characteristics of the brand
• quick and easy visual recognition thanks to star
products
Characteristics of Personality:
• this is the brand’s main intrinsic parameter,
«what kind of person» it is
• no personality = weakness
Brand Personality:
Brand Identity
Characteristics of Culture:
• a brand is a systemic values task force full of cultural
power and heritage
• a product’s legitimacy is embodied in the name of the
brand and the culture it represents
•
(i.e. consumers behave a certain way thanks to
the brand; the brand has created/encouraged a new
form of behaviour/ «culture»)
Characteristics of Self-image:
• brand as an internal mirror of its consumer i.e what
the consumer think of himself.
Brand Identity
Characteristics of Reflection:
• value that is bought by the consumer
• this targets the consumers’ external image
• Identification Model: shows consumers what
they desire to be or own
Characteristics of Relationship:
• our consumption sustains a certain type of
relationship with the organisation?
Brand Identity
Sources of Identity:
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products
name
corporate graphics, symbolic logos
geographical and historical roots
publicity and advertising
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..\..\IBM_CLASS_2009\BRAND_VIDEO CLIPS\Audi Brand Film_vcd0.mpg
BRAND IMAGE: the way of thinking by a
consumer about the brand (MENTAL
CONSTRUCTS) and the feelings the brand
arouses when the consumer thinks about it
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Life style
Expectation
Experience
Disposition
Differentiation
..\..\IBM_CLASS_2009\BRAND_VIDEO CLIPS\Ford- Businessline
editor.mpg
Thank You