BRAND ABHI

BRAND IDENTITY: 

BRAND IDENTITY BY ABHISHEK KUMAR CHANDAN KR. ROY

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Brand identity is the total proposition that a company makes to consumers - the promise it makes. It may consist of features and attributes, benefits, performance, quality, service support, and the values that the brand possesses. The brand can be viewed as a product, a personality, a set of values, and a position it occupies in people's minds. Brand identity is everything the company wants the brand to be seen as.

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The visible elements of a brand (such as colors, design, logotype, name, symbol) that together identify and distinguish the brand in the consumers' mind. Over time, a product's brand identity may acquire (evolve), gaining new attributes from consumer perspective but not necessarily from the marketing communications an owner percolates to targeted consumers. Brand identity needs to focus on authentic qualities - real characteristics of the value and brand promise being provided and sustained by organizational and/or production characteristics

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Brand identity is a bundle of mental and functional associations with the brand. Associations are not “reasons-to-buy” but provide familiarity and differentiation that’s not replicable getting it. These associations can include signature tune(for example - Britannia “ting-ting- ta -ding”), trademark colours (for example - Blue colour with Pepsi), logo (for example - Nike), tagline (for example - Apple’s tagline is “Think different”),etc.

Sources of Brand Identity: 

Sources of Brand Identity SYMBOLS- Symbols help customers memorize organization’s products and services. Symbols emphasize our brand expectations and shape corporate images. Symbols become a key component of brand equity and help in differentiating the brand characteristics. Symbols are easier to memorize than the brand names as they are visual images. These can include logos, people, geometric shapes, cartoon images, anything. For instance , Marlboro has its famous cowboy, Pillsbury has its Poppin ’ Fresh doughboy, Duracell has its bunny rabbit, Mc Donald has Ronald, Fed Ex has an arrow, and Nike’s swoosh. All these symbols help us remember the brands associated with them.

LOGOS: 

LOGOS LOGOS- A logo is a unique graphic or symbol that represents a company, product, service, or other entity. It represents an organization very well and make the customers well-acquainted with the company. It is due to logo that customers form an image for the product/service in mind. Adidas’s “Three Stripes” is a famous brand identified by it’s corporate logo.

Features of a good logo : 

Features of a good logo It should be simple. It should be distinguished/unique. It should differentiate itself. It should be functional so that it can be used widely. It should be effective, i.e., it must have an impact on the intended audience. It should be memorable. It should be easily identifiable in full colours , limited colour palettes, or in black and white. It should be a perfect reflection/representation of the organization. It should be easy to correlate by the customers and should develop customers trust in the organization. It should not loose it’s integrity when transferred on fabric or any other material. It should portray company’s values, mission and objectives.

The elements of a logo : 

The elements of a logo Logotype - It can be a simple or expanded name. Examples of logotypes including only the name are Kellogg’s, Hyatt, etc. Icon - It is a name or visual symbol that communicates a market position. For example-LIC ’hands’, UTI ’ kalash ’. Slogan - It is best way of conveying company’s message to the consumers. For instance- Nike’s slogan “Just Do It”.

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TRADEMARKS- Trademark is a unique symbol, design, or any form of identification that helps people recognize a brand. A renowned brand has a popular trademark and that helps consumers purchase quality products. The goodwill of the dealer/maker of the product also enhances by use of trademark. Trademark totally indicates the commercial source of product/service. Trademark contribute in brand equity formation of a brand. Trademark name should be original.

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A trademark is chosen by the following symbols: ™ (denotes unregistered trademark, that is, a mark used to promote or brand goods); SM (denotes unregistered service mark) ® (denotes registered trademark).

Guidelines For Trademark Protection : 

Guidelines For Trademark Protection Go for formal trademark registration. Never use trademark as a noun or verb. Always use it as an adjective. Use correct trademark spelling. Challenge each misuse of trademark, specifically by competitors in market. Capitalize first letter of trademark. If a trademark appears in point, ensure that it stands out from surrounding text.

BRAND POSITIONING: 

BRAND POSITIONING refers to “target consumer’s” reason to buy your brand in preference to others . It is ensures that all brand activity has a common aim; is guided, directed and delivered by the brand’s benefits/reasons to buy; and it focusses at all points of contact with the consumer. Brand positioning is a medium through which an organization can portray it’s customers what it wants to achieve for them and what it wants to mean to them. Brand positioning forms customer’s views and opinions.

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Brand Positioning can be defined as an activity of creating a brand offer in such a manner that it occupies a distinctive place and value in the target customer’s mind. For instance- Kotak Mahindra positions itself in the customer’s mind as one entity- “ Kotak ”- which can provide customized and one-stop solution for all their financial services needs. It has an unaided top of mind recall. It intends to stay with the proposition of “Think Investments, Think Kotak ”.

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Brand Positioning involves identifying and determining points of similarity and difference to ascertain the right brand identity and to create a proper brand image. Brand Positioning is the key of marketing strategy. A strong brand positioning directs marketing strategy by explaining the brand details, the uniqueness of brand and it’s similarity with the competitive brands, as well as the reasons for buying and using that specific brand. Positioning is the base for developing and increasing the required knowledge and perceptions of the customers. It is the single feature that sets your service apart from your competitors. For instance- Kingfisher stands for youth and excitement. It represents brand in full flight.

Positioning Errors : 

Positioning Errors Under positioning- This is a scenario in which the customer’s have a blurred and unclear idea of the brand. Over positioning- This is a scenario in which the customers have too limited a awareness of the brand. Confused positioning- This is a scenario in which the customers have a confused opinion of the brand. Double Positioning- This is a scenario in which customers do not accept the claims of a brand.

BRAND HIERARCHY: 

BRAND HIERARCHY At the bottom is the store brand or the private label (a very localized brand) Then comes the regional brand, followed by the national brand and the global brand.

EXAMPLE: 

EXAMPLE Coca-Cola started life in 1886 as a soda fountain beverage. A typical local or store brand, it spread to other outlets rapidly. Bottling was not an initial priority. In fact, two attorney bought the bottling rights for most of the US for a handsome $ 1.

EXAMPLE: 

EXAMPLE Nokia was originally a brand of paper and cardboard. It pre-dates Coke, tracing its origins back to 1865. Today, it is the world's eighth most valuable brand worth $ 24 billion (Coke No .1 at $ 67 billion). The company was in paper; it is still in the communications business.

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The store brand needs the least investment and the global brand the highest. Given the same core product, the global brand cost the most. An obvious corollary: the margins on store brands are the least

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THANK YOU