Trigger 2

1. Brand identity vs brand image

Aaker, D. 2002 Building strong brands.

Brand identity is a unique set of brand assosiations that the brand strategist aspires to create or maintainm. These associations represent what the brand stands for and imply a promise to customers from the organisation members.

Brand identity provides direction, purpose and meaning for the brand.

Brand identity helps to establish a relationship between the brand and the customers by generating a value proposition involving functional, emotional and self-expressive values.

Brand image is how customers and others perceive the brand.

Brand  identity is how strategists want the brand to be perceived whilst brand image is how the brand is perceived now.

Kapferer brand identity prism

Brand identity	Brand image
Source/company focused	Receiver/target audience focused
Created by managerial activities	Created by the perceptions of the consumer
Encoded by ‘Brand originator’	Decoded by ‘Brand receiver’
Identity is sent	Image is received/perceived

2. Brand identity models

Aaker, D. 2002 Building strong brands.

Brand identity perspectives helps to consider different brand elements and patterns that can help clarify, enrich and differentiate identity.

·         Brand as a product( a strong link to a product means that the brand will be recalled when the product class is mentioned. For example, Kleenex in tissues or Visa in credit cards.

·         Brand as organisation (focuses on the attributes of an organisation – drive for quality, culture, values, innovation. Organisational attribute are more difficult to copy for the competitors as it is difficult to replicate unique values, people and programs)

·         Brand as a person (Brand can be perceived as being active, trustworthy, fun and so on. Brand personality helps to create a stronger brand by giving customers an opportunity to express their own personality. For example Apple user identify themselves as casual and creative.  Brand personality can also contribute to communicate a product attribute and thus promoting a functional benefit. For example, Michelin man is perceived as strong and energetic. His personality suggests that Michelin tires are also strong and energetic.)

·         Brand as a symbol (Anything that represents the brand can be a symbol. Symbols are memorable and powerful as they involve visual imagery For example the Kodak yellow, McDonalds golden arc, Coca Cola classic can or bottle. Symbols are even more meaningful when they involve a metaphor with a characteristic that represents functional emotional or self expressive benefits. For example the Energiser brand has an energetic bunny as its symbol and it is a metaphor for long battery life.

Brand identity structure

Core identity and extended identity can be presented as two circles when one is inside another. Core identity is in the inner circle and the extended identity is the otter circle.

Core identity represents the timeless essence of the brand. Core identity answers the questions:

·         What is the soul of the brand

·         What are the fundamental beliefs and values that drive the brand?

·         What are the competences of the organisation behind the brand?

·         What does the organisation behind the brand stand for?

Michelin’s core identity- advanced-technology tires for the drivers who are knowledgeable about tires.

Slogans can partly capture brand identity

Avis- “ We’re number two; we try harder”. The slogan suggests that avis is committed to delivering the best customer service.

M&M candies – ‘Melt in your mouth not in your hands’. The slogan suggests the unique combination of flavour and convenience.

Extended identity- adds details that portray what he brand stands for.

Kapferer’s Brand identity prism.

Brand identity was mentioned for the firts time in 1986 by Kapferer. He represents a brand identity as a six-sided prism.

The six aspects of the prism are divided into two dimensions:
Picture sender vs  Picture Receiver - a well presented brand has to be seen as a person (physique and personality) and also as the stereotypical user (reflection, self-image)

 Internationalisation vs Externalisation - a brand has social aspects that define it sexternal expression ( physique, relationship, reflection) and aspects that are incorporated into the brand itself ( prsonality, culture, self-image)

3. How is the visual identity based on the the brand identity

The branding iceberg Davidson(1997)

Brand identity is a reflection of a wide range of activities conduted inside the company. As discussed before, visual identity is a part of a brand identity. For example, in Aaker's work it is 'Brand as a symbol' perspective.  (Energizer bunny example)

4. Analysing TUI

Slogan- discover your smile

(OWN DESIGN)

5. Visual identity of a chosen company

Visual identity of a brand is a logo that looks like a smile. It reflects the slogan of the brand and the main company values. They want to include an emotional aspect to their brand personality and position themselves as a brand that makes a dream come true.

Red sign on a white or blue background.

Red symbolises excitement, passion.
Blue- trustworthiness. creates a sense of security.
White- neutral

TUI website