Branding and Brand:

The biggest misconception about a Brand remains the belief that a Brand is simply a name or logo
given to a product or a service.

A Brand is an entity with a distinctive idea expressed in a set of functional and experiential features
with a promise of a value reward relevant to its end user, and an economic return to its
producers (through the building of equity). A successful Brand has a strong identity (mentally and
physically), is innovative, consistent, competitively positioned, and holds a matching positive image in
the consumer’s mind.

Brand Entity: the term entity is more inclusive and has both a legal connection and also reference to
a potential market value and financial worth, which should be true for any.

Brand IDEA, FEATURES and Value:

The IDEA is the concept; it is the vision of the Brand or the initial dream upon which an entire venture
is created. Any product (or service) is meant to solve a problem or satisfy a need. Thus, the idea
usually regards a proposed solution for a certain problem or to satisfy a need the targeted user may
have. For these to occur, the idea needs to materialize or be expressed in a set of tangible, physical, 

DISTINCTIVE FEATURES, as in the case of products, concepts, or facilities in terms of services to

fulfil this task.

Promise of Value:

Brand is a promise. It is a promise that it will deliver a value in the best, most efficient way and will
always do so. A promise is a contract, a guarantee, and a reducer of risk.

PROMISE OF VALUE ensures that the values attributed to the Brand will be delivered. One of the
most important advantages or reasons for having brands is their role in minimizing the risk in decision
making. It makes it easier and safer for us to choose.

Brand Relevance: relevance is extremely crucial in connecting the Brand with the customer. It is also
clear that the notion of a targeted customer and relevance are strongly related; through its offerings, a
Brand may not be relevant at all to one group of consumers, but extremely relevant to another.

Each BRAND should deliver brand-specific values. These values are what distinguish one brand from

its competitors in the same segment. The unique mix of these values (among other elements) builds a
unique personality to the brand and generates a core value that is the ultimate reason for choosing
and buying the brand.

This core value is emotional and strongly linked to the brand’s personality.

Brand Identity: If brand value is what a brand means to consumers then an IDENTITY is what

it says to them. It describes the brand and enforces its differentiation proposition. At this stage, it is
very important to understand that how the brand proposes to present itself may not necessarily be
how the consumer ends up seeing it.

There are two elements, or components, that create a brand’s identity: personality and symbols (we

can also call these symbols attributes or visual/audio identity)

We need symbols, such as the name, logo design and color, packing, and so on, to create visual (and
sometimes audio) signals or expressions that help us identify the brand physically and aesthetically,
as well as mentally. Attributes simply put a name and a face to the brand, creating a high level
of brand awareness and recognition. They also contribute to the brand’s need to look different and
unique. However, a brand is not meant to just look different, but to feel different as well. The “feel”
dimension is achieved through the brand’s personality.
(a) The unique shade of Tiffany blue has become an international symbol of the Brand
(b) Hermès classic Kelly bag is synonymous with the luxury Brand and one of its most sought-after
products
(c) The Ferragamo signature as an example of a typographic logo; Timberland’s tree symbol as an
example of a graphic logo.

Brand Identity Symbols:

A product with a name and a logo also must be a meaning behind it all.
In addition to names, logos, and color, a brand can be physically and mentally identified through an
item or product that stands out as a symbol of the brand. This can be looked at as its buzz note.

Examples may include:

 A color: Tiffany’s light blue, Valentino’s hot red, or LV’s brown

 An item: Mont Blanc pen, Chanel suit, Kelly bag

 Packing: Tiffany blue box, or Godiva’s chocolate box

 Graphic (logo): Timberland’s tree or Lacoste’s alligator

 Typography: Salvatore Ferragamo signature-like font

Brand Personality: (The Look, Feel and Touch)

The personality is the brand’s character and what humanizes the brand by giving it human references
such as fun, boring, exciting, conservative, and so on. The personality thus adds an emotional aura or
dimension to the brand and is more or less developed through time and practice. It is a summation of
how the brand behaves, its culture, stories, vision, decisions, even how its employees act. The
personality is such a personal thing that it is usually hard to emulate or imitate.

It is, therefore, the combination of a brand’s visual symbols and personality that form the brand’s
identity; in turn, this identity allows us to easily identify the brand both visually and mentally while
differentiating it from other brands.

Brand Positioning and Image:

POSITIONING is generally defined as how the company proposes the brand should be perceived in

reference to its competitors, or as emphasizing the brand’s distinctive advantages so that it stands out
in the market and differs from specific competitors

A brand can be positioned based on its features, functionality, or creativity (such as luxury brands), or
it can be positioned based mainly on its price, distribution outlets, and so on, or a mix of these
attributes. At the brand level, positioning is driven by identity, mainly by the brand’s personality and
what it means in terms of emotional values.

Brand Image:

An IMAGE is how the consumer ends up seeing or understanding the brand. It can coincide with or
differ from what the brand had planned. Images created by customers can be positive or negative,
and successful brands are those for which the targeted positioning and image coincide.

The image the customer develops is affected by his or her own experiences with the brand and its
competitor; the customer’s cultural, religious, and economic background, as well as many other
external influences. A brand cannot totally control these external influences and experiences, but it
tries to create the conditions and incentives that may result in a more positive experience.
Innovation and Consistency:

A brand needs to be in tune with the times, and in sync with customers’ needs and aspirations. It
needs to respond to economic, technological, and generational needs and developments.

A successful brand needs to be a dynamic entity that evolves, usually through INNOVATION

CONSISTENCY is another key factor for the success of any brand. If a brand is a promise or a
contract that guarantees delivery of a specific value to the consumer, then the consumer needs to see
that the brand is serious about its offerings and will consistently deliver the promise. Without
consistency there is no customer loyalty, which at the end of the day is the ultimate goal for
any brand and a measure of good performance.

Brand Issues:

1. All products are built with a set of features and attributes referred to as the product mix.
These features are meant to perform functions that, in return, solve problems for the user.
Features are expressed in design, material, trims, and so on, which determine the
functionality of the product and are designed to solve a problem or satisfy a need.

2. A product is more than just its set of features. An integral part of the product mix is what we
have called attributes, such as price, distribution, and location (type, number, and location of
stores), as well as complementary service and support.

3. These attributes and features are differentiating tools at the product level, so every product is
meant to be built with a mix of features and attributes that makes it different, attractive, and
competitive.

4. These features and attributes generate benefits to the user, which in return translate into
values. Values based on features and functions are for the most part rational values, such as
value for money, convenience, and so on. These values are a source of differentiation and
can be the focus of a positioning strategy.

5. At this point, we have created a product with a unique set of features but not yet a brand. We
have the following problems to solve:

 This product has no name and no visual identity to make it easier to refer to.

 So far the customer’s relationship starts and ends with that particular product. It does
not extend to any other products nor does it develop a clear mental reference to it.

 The other issue we may face is that other competitors may quickly copy our set of
features if it proves to be successful and attractive to consumers. In such a case,
consumers who bought our product based solely on its features may quickly switch to
any other product with any added slight advantage.

6. To overcome these issues, we will start by creating an identity for the product. First, we give it
a name and a visual identity (such as a face or a look) that makes it easier to refer to.
However, although a name, logo, or look makes it easier to visually identify the product, it
does not create any true viable incentive to purchase it and pick it over competitors.

7. What the product really needs now is a personality that adds an emotional meaning to the
product and maybe associates it with a lifestyle that the user aspires to have. The personality
is created through behaviour, stories, and culture that we develop around the product. It is
translated in every decision, vision, and symbol used.