When most people think about brand's identity, they usually think about the name, logo and the punch line. But identity consists of much more than that. It includes life style, symbols, colors, attitude, personality, visual style, brand voice and other mnemonic devices, characters, spokes people, package design, product design and the list goes on and on.
Brand identity is the total proposition that a company makes to consumers, that is the promise it makes. It consists of features, attributes, benefits performance, quality, service and the values that a brand possesses. Brand identity is everything a company wants the brand to be seen as.
In his 1992 book, Strategic brand management, Kapferer summarized brand identity this way: Though all things are possible when a brand is first created, after a time it acquires autonomy and its own meaning. Starting as a non-sense word attached to a new product, year after year, it acquires a meaning, composed of the memories of past emergent communication and products. It defines an area of legitimate possibilities, yet appreciates its own limitations. A brand identity provides a direction, purpose and meaning for the brand. Band identity structure includes the core identity and the extended identity.
[...] On the emotional brand relationship ladder, INFOSYS moved past the awareness, involvement, and respect stages very early in its life. In fact, it thrives on trust and loyalty, which are highest stages. If we were to sum up the INFOSYS brand personality, the following characteristics would emerge: Trust worthy Transparent Inspirational Futuristic, and Innovative Brand strengths: A charismatic founder A pioneer in process Delivery champions Futuristic outlook Central focus on human capital High ethical standards Bran weakness: Founder-depended Brand architecture: Corporate branding for its various business units, including IT service, consulting, BPO, and so on. [...]
[...] Brand identity prism: A model is essential in helping to arrive at the specifics of a brand, the influence they wield on a brand performance and how these specifics can be arranged. Brand models are necessary for developing effective branding strategies and managing the tactics by referring to the guiding philosophies and strategies. A brand identity has six dimensions Brand physique: The physique dimension of the brand refers to the physical aspects, which are embedded in the product. These include salient objectives, features including name, color, logo and packaging. [...]
[...] As an attitude, identity building can be the hedge that a brand needs to survive and excel in a hostile market place. As an action plan, it calls for brand marketers to understand their customer and prospects as they understand themselves and to use that perspective to create irresistible marketing programs that are operating at capacity every time the brand is in contact with those individuals. The right identity will provide a brand with its points of differentiation from the competitors, a compelling reason for preference for would-be customers and a rationale for shaky believers to stay oil. [...]
[...] Value Propositions: Feeling of security and protection. Brand identity strategy: By strengthening a brand identity or creating a formidable one from scratch the perceived value of the brand to prospects and customers can be significantly enhanced, better equipping it to cope with potentially destructive forces in the market place. For example, Lower priced brands are less threatening opponents to brand that enjoys a powerful brand identity. At a minimum, a strengthened identity offers a brand more options in the face of a significant price disadvantage. [...]
[...] TATA-“Improving the Quality of Life” Brand Promise: TATA's corporate advertising campaigns have always effectively reflected the brand promise captured in its tag line- “Improving the quality of life”. The largest advertising campaign highlights the group's commitment to improving the quality of life through technological innovation. Earlier campaign have focused on TATA's commitment to continuously pursue excellence in providing world class services and products to its customers and, in turn, ensuring a better life for its employees and the community. TATA has built its brand blocks slowly but steadily by capitalizing on its real strengths. [...]
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