PBL Trigger 2

Subject: Brand Identity and Brand Symbolism

1. What is Brand Identity vs. Brand Image ?

Definitions of Brand Identity :
  • Brand identity is how the business, the company wants to be perceived by consumers. Components of the brand : Name, Logo, Tone, Tagline, Typeface. They are created by the brand in order to reflect the value the company is trying to bring to the market and to appeal to its consumers. 
Source : http://www.investopedia.com/terms/b/brand-identity.asp (Investopedia)
  • Brand identity is also the visible elements of a brand that together identify and distinguished the brand in the consumer's mind. 
Source : http://www.businessdictionary.com/definition/brand-identity.html (Business dictionary)
  • An organization is responsible for creating a distinguished product with unique characteristics. It is how an organization seeks to identify itself. So, how an organization wants to be perceived in a market. Brand identity includes following elements: brand vision, brand culture, positioning, personality, relationships and presentations. 
Source: http://managementstudyguide.com/brand-identity.htm (Management study guides)
  • Brand identity helps the organization to express to the customers and the target market the kind of organization it is. It established a connexion between the two of us. 
  • "If you ask a graphic designer to simply define the brand identity, they are going to say it's the logo that identifies the brand. If you ask a musician, he'll say that it's the song. If you ask a communications person, they'll tell you that it's the tag line, or the values..." So, everybody has its way to define the brand identity. I think that if everyone is answered the question: "What is the brand identity for you?", everyone will answer something different because we all have our proper way to see the brand. It's also depend of the brand. For example, for me, I recognize Apple with his Logo because I don't know by heart its tapeline but I recognize Nike more with his tagline and his logo. So, it's depend of the person and the brand.
Source: https://www.linkedin.com/pulse/20140518234704-16573298-brand-identity-vs-brand-image-is-there-a-difference (Linkedin - Tracy Sestilli)

Definition of Brand Image :
  • Brand image is how the consumers actually perceive the brand.
  • Brand image is the current view of the customers about a brand. It's a set of beliefs held about a specific brand. The perception of the product by the customers. Brand image conveys emotional value more than mental image. It's an accumulation of contact and observation by people external to an organization. 
Source: http://managementstudyguide.com/brand-image.htm
  • A unique set of associations in the minds of customers concerning what a brand stands for and the implied promises the brand makes.

Difference between Brand Image and Brand Identity :
Brand Identity : Things that a firm can control about their brand (colors, name, commercials values, vision...)
Brand Image : People outside the company think about your brand, you can't control that. The perception people have of your brand.

Source : (Video) https://www.youtube.com/watch?v=ytr7VyQcOrU

Example: Mc Donalds (Source: https://www.linkedin.com/pulse/20140518234704-16573298-brand-identity-vs-brand-image-is-there-a-difference)

I found an example which totally explain the situation:
Brand image of Mc Donald's: "Unhealthy", "Obesity", "Fast food".
Brand identity: "Fast", "Convenient", "Family", "Fun", "Be yourself"

2. Compare different brand identity models

First: Kapferer Brand Identity Prism


Based on: The brand personality, the positioning, the vision and culture, the relationship

Second: De Chernatony 


Based on: The physic, the personality, the relationship, the culture, the reflection, the self-image

Source: http://amiemt-journal.com/test2/vol2-no4/17.pdf

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

Definition of visual identity :
  • Visible elements of a brand, such as color, form and shape which encapsulate and convey the symbolic meanings that cannot be imparted through words alone. 
Source: http://www.businessdictionary.com/definition/visual-identity.html
  • Components: logos, name (primary type of visual identity), colors, slogans, personalities and characters (mascot, company founder...), trade dress (look and feel of products), user interfaces, environments (physical and non physical locations where people spend time), uniforms, experiences.
Source: https://simplicable.com/new/visual-identity

Creating a brand for your business is much more than just creating a logo. It involves everything from creating a visual identity, creating your brand's personality and finding your voice as a business. Your branding has a great emotional impact on consumer making. People often buy a product because of brand awareness and simply because they associate themselves with a certain brand. 

The brand identity is the "soul" of the brand. This is how the company want to be perceived. So, the company has to build its brand identity before the visual identity. The visual identity will show the brand identity.

4. Analyze the brand identity of a chosen company with a suitable model.

Brand Identity of Apple with the model of Kapferer:

Physique: A brand should have a "physique" with physical specifications and qualities. 
In the example, Apple have a lots of physicals things:
- Logo : The Apple
- Tagline : Think Different
- Produits : Computers, Phones, Tablettes...
- Features of the product : Easy to use, 

Relationship: Brands are often at the heart/crux of transactions, exchanges between people. Once the consumers build a relationship with the brand, the brand can demande consumers to do things which it believes in.
In the example of apple:
- Sense of community among users of its main products line
- Every products can work with the others: many functionality allow you to share your things (pictures, contacts etc.).

Reflection: A brand will always tend to build a reflection or an image of the buyer or user which it seems to be addressing. 
- Connected people
- Self enhancement

Self-image: Reflection is the target's outward mirror (they are...), self-image is the target's own internal mirror (I feel, I am...). Through our attitude towards certain brands, we develop a certain type of inner relationship with ourselves. These brands always communicate to push the limits.
- Young brand
- Create focused high quality product that make its customers feel special and empowered (donner des pouvoirs)
- Ad: Apple "1984" (Source: https://www.youtube.com/watch?v=R706isyDrqI) : free thinking and creative

Personality: By communicating, it gradually builds up character. The way in which it speaks of its products or services shows what kind of person it would be if it were human.
In the example of Apple:
- Imagination
- Innovation
- Passion
- Simplicity
- Easy going
- Intuitive

Culture: A brand should have its own culture and brands with strong culture end up being "cult". The product and the way of communication should reflect this culture.
In the example of Apple:
"Perceive what the customer want and they work backward through technology to deliver that" Steeve Jobs. 
So, they have to always follow the changement of behavior of the consumers to follow they need, follow what they want.

Apple, now, adhere to an idea which is more globally accepted by all countries.

Source: http://marketinglessons.in/kapferer-brand-identity-prism-concept-example/

5. Analyse (or design) the visual identity of a chosen company.

Visual Identity of Coca Cola: 
Source : (video) http://www.coca-colacompany.com/videos/one-brand-one-visual-identity-bc5348779492001

Visual Identity of Apple :
- Logos : A Apple
There is lots of explications for this logo but the most intelligent explication is the following one:
The bitten part of the logo represents a word game between byte (computer unit) and bite.


- Name : 
Apple

- Colors : 
Evolution (As we can see on the picture)
Why ?
First one : Colorful logo because Steve Jobs wanted to convey an image for human.
The others : Highlights the form of the logo and not the color.

Source : https://www.stampaprint.fr/blog/communication/levolution-du-logo-dapple-histoire-et-anatomie-de-la-pomme-croquee

- Slogan : 
1st: "Byte into an Apple"
2nd: "Think different"
Think different: A new campaign where Apple make advertising in putting posters of well-know person and the slogan: "Think different". In order to giving Apple's brand a new launched, a new chance.



- Personalities and characters (mascot, company founder...) : 
Steve Jobs is THE personality of Apple. He's the founder of this global company.

- Trade dress (look and feel of products) :

- User interfaces :



- Environments (physical and non physical locations where people spend time) :
Apple Store is THE physical environment of Apple. You can test any product you want.

- Uniforms :
When you go in an Apple Store, everybody is wearing a blue shirt. For the rest of their outfit, everybody can wear what they want. In an Apple Store, all the sellers have a different style (Piercings, Tattoos, Hipsters...). There is not a "model employee".


Case of Finnair: The Finnair brand tool

Changement of identity - Failure





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