(Kapferer's Brand Identity Prism)Aaker’s Brand Identity System
- BRAND IMAGE: How the brand is now perceived (Understand Image)
- BRAND IDENTITY: How strategists want the brand to be perceived (Develop identity)
- BRAND POSITION: The part of the brand identity and value proposition to be actively communicated to a target audience (Develop a market position)
Brand Strategy
- Step 1: Customer Perceptions-Find how the customer perceives the brand right now (Brand Image)
- Step 2: Market Position- Use marketing communication process to position the brand (Brand positioning)
- Step 3: Develop Identity- by taking into consideration what strategists want it to be percieved as
Aaker's Five Brand Personality Dimensions
- Sincerity (Down-to-earth, honest, wholesome, cheerful)
- Excitement (daring, spirited, up-to-date, imaginative)
- Competence (reliable, intelligent, successful)
- Sophistication (Upper-class, charming)
- Ruggedness (Outdoorsy, tough)
Brand Essence (Leo Burnett)
- Functions (What is it? What is it for? What does it do?)
- Difference (How is it better? How is it different?)
- Personality (How should people feel about it? Why should they like it? Why should they respect it?)
- Source (whatdoes company stands for? What are its aims?)
BMP DDB: Brand Position
- Preposition (Key benefits, core identity, points of leverage)
- Target Audience (Primary, Secondary)
- Advantage (Points of Superiority, Points of Parity)
- Communications (Augmenting the message, Reinforcing the message, Diffusing the message)
Kapferer- Brand Identity Platform
- Why must the brand exist?
- From where does the brand speak?
- What is the brand's vision of Product Category?
- What are our values?
- What is the brand's specific know-how?
- Who are we addressing?
- What image of the customers do we want to render?
Brand Strategy Execution
- Cannot be all things to all consumers
- Clarity in consumer understanding
- Clarity in company intentions
- Product and brand must be aligned
- Authentic strategy
- Realistic expectations
- Budgets
- Time
- Executional excellence
- …and don’t forget all the messy stuff
Eating the Big Fish
- Break with your immediate past
- Build a lighthouse identity
- Assume thought leadership
- Create symbols of re-evaluation
- Similar to differentiation
- Targeted at Challenger Brands
Strategy Choices – functional versus Symbolic brands
- Symbolic brands – investment, brand image, trust, communication
- Functional brands – value, packaging, repeat purchase, shelf space, convenience
