- What
is brand identity vs. brand image?
The definition of brand identity according to the business
dictionary: The visible elements of a brand (such as colors, design, logotype,
name and symbol) that together identify and distinguish the brand in the consumers’
mind.
The definition of brand identity according to Investopedia: A company’s brand identity is how that business wants to be
perceived by consumers. The components of the brand (name, logo, tone, tagline, typeface) are created by
the business to reflect the value the company is trying to bring to the market
and to appeal to its customers. Brand identity is separate from brand
image – the term for how
consumers actually perceive the brand.
http://www.investopedia.com/terms/b/brand-identity.asp
http://www.investopedia.com/terms/b/brand-identity.asp
the definition of brand image according to the business
dictionary: The impression in the consumers’mind of a brand’s total personality
(real and imaginary qualities and shortcomings). Brand image is developed over
time through advertising campaings with a consistent theme, and is authenticated
through the consumers’ direct experience.
the definition of brand image according to management study guide:
Brand image is the current view of the customers about a brand. It
can be defined as a unique bundle of associations within the minds of target
customers. It signifies what the brand presently stands for. It is a
set of beliefs held about a specific brand. In short, it is nothing but the
consumers’ perception about the product.
The difference between brand identity and brand image:
In this article that was written by Zahra Mahdi and 2 other
writers, it is explained that the main difference between brand identity and
image is the fact that brand identity is the way a company wants to represent
itself to its stakeholders, how they want to be perceived. A company has to
determine a frame in which they specify their brand’s uniqueness and value. The
meaning, aim and self-image has to be specified and they should be based on the
company’s core competences.
An example is the logo of Nike. Nike adopted a check mark as their
brand logo and that creates a positive association as a check mark is indicated
as a sign of approval. The article describes that consumers usually have a
limited time frame to make an informed purchase decision when they have to
choose between similar products. Therefore, consumers use brand image to make a
purchase decision. Consumers acknowledge product quality faster when the
product they want to buy is from a company they perceive as a one with a
positive brand image. A company has to determine a frame in which they specify
their brand’s uniqueness and value.
Brand image is how a
company actually is perceived by its stakeholders. Stakeholders base their
perception of their experiences with a company. The article describes that
consumers usually have a limited time frame to make an informed purchase
decision when they have to choose between similar products. Therefore,
consumers use brand image to make a purchase decision. Consumers acknowledge
product quality faster when the product they want to buy is from a company they
perceive as a one with a positive brand image
There could be a difference between the message a company wants to
send and how it is perceived by stakeholders. A consumer bases the brand image
of a company of their own experiences with the company so it is important for a
company to make sure that consumer experience the same values the company tries
to represent in their brand identity.
Compare different brand identity models.
Brand
identity prism by Kapferer.
The brand
identity prism consists of 6 different concepts(physique, personality,
relationship, culture, reflectiom and self-image). Together, they form the
brand identity that is shown to the consumers.
Physique:
The physique consists of the
salient objectives, which are the features that immediately come to mind when
thinking about a brand. Furthermore it is the brand’s strength of character and
its intangible outer value. Relevant questions when defining the physical facet
are what is it concretely? What does it do? What does it look like? For Volvo
it is the security that represents the physical facet. (Kapferer, J-N. 2004)
Personality:
This is a way in which the company
is communicating its products. It describes what kind of a person the brand would
be if it were human and its characteristics. A spokesperson can easily form a
brand’s personality. An example of brand personality could be a famous athlete
or afiction, like the Marlboro Man. (ibid)
Culture:
Culture is a set of values that
are the brand’s inspiration. It is the source of a brand’s core values. Culture
links the brand to the firm and plays an essential role in differentiating the
brand. A question which can be asked is; what are the values for which the
brand stands for? An example of culture are banks, such as American express
gold card which symbolizes dynamic, triumph and capitalism where money is shown
and flashed about. (ibid)
Relationship:
Every brand has to maintain a good
relationship with their customer, which marketing measurements are intended to
do. A question to be asked is; how does the brand want to be seen by customers
in marketing communication? Dior symbolizes a relationship that is extravagant
and grandiose, with a desire to shine like gold. (ibid)
Reflection:
It is a description of the way
customers wishes to be seen as a result of using a brand. This reflection
becomes identification. The company needs to answer the question; what would
the users imagine while using the product? The reflection is the idealized
vision of the company’s target group and is its outward reflection. For example
Coca-cola that has a wider clientele than the narrow segment it reflects. This
is because the younger segment identifies Coca-cola as a dream and the older as
a way of living. They segment their target group based on customers’ lifestyles
rather than age. (ibid)
Self-image:
Self-image is the target’s internal
reflection. It is individuals’ attitudes towards certain brands and by
purchasing certain brands customers send out a picture of who they want to be.
(ibid)
De chernatony model of brand identity
Explanation
by the article:
Personality:
The brand personality establishes what
specific characteristics the brand has, and these characteristics should
indicate how the brand would be in human life. By humanizing a brand, it plays
a more central part in consumers’ lives (Kapferer, 2008), which is good
considering individuals are to keener towards brands that share the same or
similar ideas (Ponnam, 2007). Aaker (1997) also states that brand personality
refers to the set of human characteristics associated with a brand. It regards
how the brand personality enables a consumer to express his or her self through
the consumption of a brand. Furthermore, brand personality increases consumer
preference and usage, evoke emotions in consumers, and increases levels of
trust and loyalty (Aaker, 1997). Aaker (1997) has developed a theoretical
framework of brand personality dimensions that measures the perception of a
brand. These are measured by considering the extent to which the respondents
believe it possesses the characteristics of personality dimensions. This
framework enables experimental researchers to measure symbolic meanings of
brands as if they were people (Aaker, 1997). Swaminathan et al. (2009)
highlight that brand managements need to understand which brand personality
traits are going to matter to customers in order to attach the potential of
brand personality. However, not all customers are equally sensitive to a brand’s
personality. Interpersonal attachment styles determine what types of customers
are most likely to be influenced by a brand’s personality (Swaminathan et al.,
2009).
Positioning:
According to Kapferer
(2008), companies can distinguish brands according to their positioning, which
is when one emphasizes the distinctive characteristics that make it attractive
to consumers and different from its competitors. Keller et al. (2002) agree
that positioning sets the product apart from the competition. However, the
researchers stress that companies also need to pay attention to other aspects
of the positioning; understanding the frame of reference that your brand is
working in and address the features that your brand has in common with the
competition. This will ensure the companies a better understanding of the
market (Keller et
al., 2002). Kapferer (2008) further states that positioning
controls the words that are communicated to the customer and can be explained
as the brand’s message and outward expression of the inner substance. However,
the researcher rather refers to this as "phvsique", which mainly
describes the brand's physical qualities and the brand's performance
characteristics (Kapferer 2008). Bronnenberg and Wathieu (1996) state that
positioning is an important aspect that managers need to take into account when
evaluating the promotion asymmetry and communication. Moreover, Sujan and
Bettman (1989) believe that the aspects of the brand itself, such as physical
attributes or situational factors, determine which positioning strategy is best
suited for the brand. The positioning also influences the customers’ perception
of the brand and their memory, which in turns can determine in what category
the brand is seen to operate in (Sujan & Bettman, 1989). However, Kotler
and Gertner (2002) state that brands can add or subtract from the perceived
value of a product. They also suggest that differentiation based on product
characteristics do not motivate consumers or making them able to evaluate the
products in dept. Companies should therefore use the combination of a brand
name and brand significance in order to achieve a better evaluation for
consumers (Kotler & Gertner 2002).
Vision and culture
As De Chernatony (1999) mentions, a brand needs a clear vision
that describes a well-defined direction of what it wants to achieve. Managers
need to envisage the brand’s environment for at least five years ahead and
consider how the brand is going to make the future world they operate in better
(Collins & Poras, 1996). The brand culture describes the set of values that
are feeding the brand’s inspiration, as well as explains from where the product
is derived (Kapferer, 2008). To improve the communication with consumers and
decrease misunderstandings, Kapferer (2008) stresses that brands need its own
culture from which every product should originate. Banerjee (2008) adds that
the cultural values are principles that determine how people perceive
themselves and others. It is also highlighted that marketers need to view the
brand culture as a main weapon considering it can increase the competitive
advantage in operating markets (Banerjee 2008). Kapferer (2008) and Schmidt et
al. (1995) stress that the culture links the brand to the firm and highlights
the differencing factors, making it stand out from the competition Kapferer
(2008) further states that these differentiating factors of the culture can
refer to the basic principles leading the brand’s outward signs, such as product
and communication. It is also mentions that countries of origin are for example
a highly valuable factor used by well-established companies; Volkswagen stands
for Germany and IKEA stands for Sweden (Kapferer 2008). Moreover, forms and
shapes, colours and materials in the visual and auditory communications express
the brand’s culture and values. This indicates that aesthetics either can add
value to a brand, as well destroy a reputation if handling wrong (Schmidt et
al., 1995). De Chernatony (1999) further elaborates that one needs to audit
brand culture in order to develop a strategy for reaching consumers. Schein
(1984) believes that this can be measured through the brand’s visible
artefacts, employees’ and managers’ values and mental models of the people involved
in brand building activities. One can then understand which values that have
remained unchanged over time, such as core values, and values that have
changed. This audit illustrates the brand culture’s suitability to help achieve
the brand vision, through appreciating the gaps between desired and current
components of culture (Schein, 1984)
Relationship:
Relationship is defined by
Blackston (1992) as the interaction between consumers’ attitude towards the
brand and the brand’s attitude towards the consumers. This means that
consumers’ perception plays an important part into the brand communication
(Blackston 1992). Kapferer (2008) stresses that companies should include the
relationship facet into their brand in order to succeed in the process of transaction
and exchange. Meenaghan (1995) adds that companies need to involve brands into
the world of the consumer in order to gain a ―magnetic‖ relationship between
them. Kapferer (2008) and Lannon and Cooper (1983) agree that brands need to be
the voice that the consumers hear. The communication should answer who you are,
where you are in life and where you are going. Brands and consumers are
therefore connected since they are part of ourselves and we are part of our
brands (Lannon & Cooper, 1983). Swaminathan et al. (2007) and Fournier
(1998) mention that consumers therefore form strong relationships with those
brands that have values and personality associations that are similar to their
selfconcept. Brands need to act, deliver and relate in accordance to the
consumers, and companies need to consider this when communicating to the
consumers. Every part of the communication, such as images and symbols must
relate to and exploit consumers’ values and lifestyles (Kapferer 2008).
Broadbent and Cooper (1987) mention that can particularly be a way to increase
the added value and differentiating factors of the brand. Moreover, De
Chernatony (1999) explains that the relationship and increased interaction can
boost the innovation and success for the brands, considering the company gain
furthered understanding of the consumer. One downside of the Brand image
studies however is that the focus of the relationship is on customer to brand,
which makes the assumption that the brand is passive (Blackston, 1992).
This model describes 4 ways a brand identiy can
be shown by a company.
The difference between the models:
The kapfere model explains the different aspects
of brand identity and the difference between consumers perception and the
identity that a company wants to project.
The de chernatony model focusses more on the
internal aspects of brand identity (staff behaviour and the repuation a company
receives because of that.
The aker model describes 4 ways in which a
company can show their brand identity.
- How
is the visual identity based on the brand identity?
The definiton of visual identity by the business
dictionary: Visible elements of a brand, such as color, form, and shape, which
encapsulate and convey the symbolic meaning that cannot be imparted through
words alone. In a broader (corporate) sense, it may include elements such as
building architecture, color schemes, and dress code.
How Visual Brand Identity Shapes Consumer Response Barbara J.
Phillips University of Saskatchewan Edward F. McQuarrie Santa Clara University
W. Glenn Griffin University of Alabama
The article describes that the visual identity of a company can be
used to reinforce the brand identity a company wants to project to consumers.
When a consumer interacts with a brand they are exposed to visual stimuli such
as logo’s, colors, shapes and even fonts. These visual elements become a part
of the brand image a consumer perceives and that is why visual identity is an
important part of the brand identity.
The article gives some examples of the way visual identity is used in
advertising and one of the examples is that some companies try to have as much
of their company colors in their advertising as possible to reinfore the brand
image of consumers.
Analyze the
brand identity of a chosen company with a suitable model.
Coca cola with the kapfere model
Phisque:
Word famous bottle design
Red color with white letters
Personality:
Happiness
Share a coke
Being with
friends
Refreshing
Relationship
Coca cola
wants their stakeholders to see coca cola as a company that provides you with a
lot of different drinks for a good time with your friends
Culture:
Core values
of coca cola are: American values of pursuing happiness
Reflection:
Hip
User of top
quality brand
Self image:
Social and
happy
Analyze (or
design) the visual identity of a chosen company.
The company
that I will be analyzing is called strato. Strato is a german webhoster who
sells internet domains and sitebuilder packages. Strato’s company color is
orange and blue and when you visit the strato website, you can see that they
use a lot of orange and blue on their webpage to try and associate the color
with the brand. The company logo can be also be seen on the website and they
use a clear and professional font. They use photos of people who are either
happy or who are working and the people all wear funny masks. I think that they
do this to show that strato is a serious company who also wants their customers
to be happy at the same time while also expecting good results from strato
This gives
you an example of the strato’s website.
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