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 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

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

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

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