AD3112
BRAND COMMUNICATION
BRAND IDENTITY
AND
BRAND ASSOCIATIONS
www.caad.au.edu à AD3112
A. Autcha Sudhankitara
BRAND IDENTITY
¡  Brand Identity refer to “a unique set of brand associations that
the brand strategist aspires to create or maintain” (Aaker, 1996,
p. 68).
¡  Brand Identity “establish a relationship between the brand and
the customer” by generating a value proposition which are
Functional Benefits, Emotional Benefits, and
Self-expressive benefits (Aaker, 1996, p. 68).
Note: An effective value proposition should lead to a brand
customer relationship and drive purchase decisions (Aaker, 1996,
p. 95).
BRAND IDENTITY (Value Proposition)
1. Functional Benefit
¡  Functional Benefit : A benefit based on a product attribute that
provide functional utility to the customer. Such a benefit will usually
relate directly to the function performed by the product or service for
customer.
Safe, Durable car because of its weight and design.
Handle well, even on ice.
Very convenience store.
Coke provides refreshment and taste
BRAND IDENTITY (Value Proposition)
2. Emotional Benefits
¡  Emotional Benefits: How do customer feel when they are buying or
using the brand.
¡  When the purchase or use of a particular brand gives the customer
a positive feeling, the brand is providing an emotional benefits.
Safe in Volvo
Excited in BMW
Energetic and vibrant when drinking Coke.
Strong and rugged when wearing Levi’s
BRAND IDENTITY (Value Proposition)
3. Self-expressive Benefits
¡  Self-expressive Benefits: Brands and Products can become symbols
of a person’s self-concept. A Brand can provide a self-expressive
benefit by providing a way for a person to communicate his or her selfimage. The purchase and use of brands is one way to fulfill this need for
self-expression.
Successful and powerful by driving Mercedes-Benz
Competent by using Microsoft-Office.
Sophisticated and luxury by using Chanel perfume.
Brand Associations
¡ Brand Associations refer to ‘associations that characterize the
5 to 10 most important aspects or dimensions of a brand’ (Keller,
2008: 121).
BRAND ASSOCIATIONS
PRIMARY AND SECONDARY
¡  Primary brand associations refer to the brand associations taken
from the entity itself.
¡  Secondary brand associations (Brand Leverage) refers to the
brand associations borrowed from other entities (out sources).
‘Brands themselves may be linked to other entities that have their own
knowledge structures in the minds of consumers. Because of these
linkages, consumers may assume or infer that some of the associations or
responses that characterize the other entities may also be true for the
brand. In effect, the brand borrows some brand knowledge and,
depending on the nature of those associations and responses, perhaps
some brand equity from other entities’ (Keller, 2008: 280).
Primary and Secondary
Brand Associations
Other Brands
8. Channels of
Distribution
9. Character/
Spokesperson
1. Product Scope
Primary Brand Associations
¤  Product Scope A primary brand association of brand identity
is usually its product thrust, which will affect the type of
associations that desirable and feasible.
Ice-cream
Credit Cards
Tissue
Example of Product Scope
Coffee/Beverage/Bakery
Primary Brand Associations
Motorcycle and
Automobiles
If one brand have various type of product, we can link to the product class
means that the brand will be recall when the product class is cued.
2. Product Attributes
Primary Brand Associations
¤  Product Attributes “Attributes directly related to the purchase or use of
product can provide functional benefits and emotional benefits for
customers.” (Aaker, 1996, p. 80)
¤  A product attribute can create a value proposition by offering
something extra (like features or services) or by offering something
better.
The 7-11 Chain is offers more convenience than
other grocery stores.
Virgin Airlines offers free limousine service with
a business class ticket.
3. Product Quality
Primary Brand Associations
¤  Product Quality “its ability to fulfill the customer’s needs and
expectations”.
¤  If a product fulfills the customer’s expectations, the customer will be
pleased and consider that the product is acceptable or even high
quality. In contrast, if customer expectation are not fulfilled, they will
consider that the product is unacceptable or low quality.
Mechanical/electronic product: performance, reliability, safety, price
and appearance.
Food product: taste, nutritional properties, texture, shelf life and price.
4. Product uses
¤  Product uses refers to “the usage occasion of the
products or services”
¤  Some brand successfully attempt to own a particular use
or application forcing competitors to work around this
reality
Primary Brand Associations
Example of Product Uses (Gatorade)
¤  Gatorade owns the use context of athletes looking to sustain a high
level of performance.
5. Brand Personality
Secondary Brand Associations
¤  Brand Personality “A brand personality can be defined as the
set of human characteristics associated with a given
brand.” (Aaker, D., 1996, p. 141)
¤  5 major dimensions of Brand personality (Big Five)
and 15 facets:
1.
Sincerity: (4 facets); Down-To-Earth, Honest, Wholesome, Cheerful
2.
Excitement: (4 facets); Daring, Spirited, Imaginative, Up-to-Date.
3.
Competence: (3 facets); Reliable, Intelligent, Successful
4.
Sophistication: (2 facets); Upper Class, Charming
5.
Ruggedness: (2 facets); Outdoorsy, Tough
Example of Brand Personality
EXCITEMENT
Daring: trendy, exciting, off-beat, flashy, provocative.
Spirited: cool, young, lively, outgoing, adventurous.
Imaginative: unique, humorous, surprising, artistic, fun.
Up-to-date: independent, contemporary, innovative.
6. Symbols
Secondary Brand Associations
Symbols refers to “non-word mark logo”
Logo refers to “a rage from corporate name or trademarks (word
marks with text only) written in a distinctive form, to entirely
abstract designs that may be completely unrelated to the word
mark, cooperate name, or cooperate activities.”
Secondary Brand Associations
7. Brand-customer relationships
¤  Brand-Customer relationship refer to “A key to building segments
with high loyalty and create relationship with customer that have
transaction and meaning.”(Aaker, p.166)
¤  Brand Loyalty refer to a result of consumer behavior and is affected
by a person's preferences. Loyal customers will consistently
purchase products from their preferred brands, regardless of
convenience or price.
There are 7 dimensions to provide brand loyalty
1.  Behavioral interdependence
2.  Personal Commitment
3.  Love and Passion
4.  Nostalgic connection
5.  Self-concept connection
6.  Intimacy
7.  Partner quality
7 dimensions to provide Brand loyalty
¤  1.Behavioral interdependence The degree to which the actions of the relationship
partners are intertwined. Indicators are the frequency of interaction and the
importance of and involvement in the use occasion.
- This brand plays an important role in my life.
- I feel like something’s missing when I haven’t used the brand in a while.
¤  2. Personal commitment The partners are committed to each other. There is a
desire to improve or maintain the quality of the relationship over time and guilt
when it is compromised.
- I feel very loyal to this brand.
- I will stay with this brand through good times and bad.
¤  3. Love and passion The intensity of emotional bonds between the partners, the
inability to tolerate separation, and the reflection of love and passion that exist. In
brand relationships, customers can develop passionate links to brands. Substitutes
create discomfort.
- No other brand can quite take the place of this brand.
- I would be very upset if I couldn’t find this brand.
7 dimensions to provide Brand loyalty
¤  4.Nostalgic connection The relationship is based in part on the
memory of good times.
- This brand reminds me of things I’ve done or places I’ve been.
- This brand will always remind me of a particular phase of my life.
¤  5. Self-concept connection The partners share common interests,
activities and opinions. The brand reflects the interests and activities
of the person.
- The brand’s and my self-image are similar.
- The brand reminds me of who I am.
7 dimensions to provide Brand loyalty
¤  6. Intimacy A deep understanding exists between partners. The
consumer will achieve intimacy by knowing details about the
brand and its use. One-on-one marketing programs enhance
intimacy by fostering mutual understanding.
- I know a lot about this brand.
- I know a lot about the company that makes this brand.
¤  7. Partner quality The evaluation by one partner of the
performance and attitude of the other. The evaluation by the
consumer of the brand’s attitude toward the consumer.
- I know this brand really appreciates me.
- This brand treats me like a valued customer.
8. User Imagery
Secondary Brand Associations
¤  User Imagery can be powerful driver of Brand personality. The user
is already a ideal person who purchase/consume the brans/
product which are consumer/customer.
¤  There are 2 types of User Imagery which are as following;
1.  Typical users: people you see using the brand.
2.  Idealized User: as a portrayed in advertising and elsewhere.
Typical User
Idealized User
9. Country of origin
Secondary Brand Associations
¤  Country of Origin refer to which country did the brand came
from or the way to associate brand with the country.(Aaker,
p.82).
¤  The brand associate with a country or region implies that a
country or region has a heritage of making the best within
that product class.
France
Swisszerland
German
Secondary Brand Associations
10. Organizational Associations
¤  Organizational Associations refer to which company owns
the brand.
11. Channels of Distribution
Secondary Brand Associations
¤  Channels of Distribution refer to where is the brand being
distributed or the path or route along which goods move from
producers or manufacturers to ultimate consumers or industrial
users. In other words, it is a distribution networks through which
producer puts his products in the market and passes it to the
actual users.
Chanel of Distribution
12. Character/Spokesperson
Secondary Brand Associations
¤  Character/Spokesperson refer to who is the brand endorser, third
person endorsement, or we usually known as “Presenter” of
brand/product/service.
Other brands
Secondary Brand Associations
q  Co-branding refers to ‘a strategy that capitalizes on using two
brand names (owned by separate companies) and provides
customers value from both brands’ (Duncan, 2008: 95).
q  Ingredient branding refers to ‘using the brand name of a
product component in the promotion of another company’s
product’ (Duncan, 2008: 96).
¤  Brand extension refers to ‘the application of an established
brand name to new product offerings’ (Duncan, 2008: 95).
¤  Brand licensing refers to ‘renting the brand equity to another
company, which benefits from the association’ (Duncan, 2008:
95).
Example of Other Brands
Co-Branding
Brand extension (Singha beer)
Ingredient Branding
Brand Licensing
ASSIGNMENT 1:
BRAND IDENTITY AND BRAND ASSOCIATIONS
•  Marks allocation: 10 %
•  Group members: 2 Peoples
•  Task:
1.Choose an existing product brand
2. Analyze the brand identity and brand association of your
chosen product brand.
•  Prepare (What you must submit on the due date):
1. Power-point presentation (Please! use your creative skill to
create interesting presentation)
2. Print Report or Handout from your Power-Point’s
presentation with cover page.
•  Duration: approximately 10 minutes/group
•  Due Date: Mon. 20/01/14 (Presentation + Report)
ASSIGNMENT AND FINAL PROJECT
SUBMISSION POLICY
Students are required to submit all assignments and final projects on the due
date. All assignments and final projects submitted must have a cover page.
•  Students who do not submit their assignments on the due date will receive
“0” for their total score.
•  Students who do not provide a cover page for their assignments will
receive “0” for their total score.
The cover page must include the following information:
-
-
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Course Code and Course Title (e.g. AD3112 Brand Communication)
Course Section (e.g. Section 401)
Name of the Lecturer (e.g. Submitted to A.Autcha Sudhankitara)
Academic Semester/Year (e.g. Academic Semester 2/2013)
Assignment/Project Title (e.g. Assignment 1: Name of Assignment)
Student ID, Name of Student(s) (e.g. Submitted by 561xxxx Full Name)