introducing naming new brand and identity chptr 3
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Content
Types of Benefits
Brand Identity
Brand Image Trap
Brand Personality
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3 Main Choice whileintroducing a product:
Develop a NEW Brand individually
Add in existing brand.
Combination of a New and Existing Brand.
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Physical & Psychological Dimensions(Customers Point of view)
Important Need and brand has to meetthat needs.
Brand has to be potential to be preferred
by them.
Long term relationship by fulfilingthechanging needs of these customers.
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Customer Attributes
DemographicsLifestyles
Need/ Desires
Hopes/ Aspirations
Fears/ Concerns
Product Purchase & Usage Behaviour
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Types of Benefits
Congnitive & Emotional Benefit (Energetic andvibrant when drinking Coke)
Functional Benefit (Volvo is a safe, durable carbecause of its weight and design.)
Self Expressive Benefits (Nike has substantial self-expressive benefits associated with its brand - the"Just do it" concept,. as a Nike user, you expressyourself by performing to your capability)
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1.Congnitive & EmotionalBenefits
Value Added advantage (Difference between Titan &any basic watch)
Emotional Attachment
Rational (Trust, Confidence, Assurance)
Factual Quality (material, technology, services)
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Brand Identity-Meaning
Brand identity is a unique set of brand associationsthat the brand strategist aspires to create or
maintain, These associations represent what the
brand stands for and imply a promise to customers
from the organization members.
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DimensionsBrand identity consists of twelve dimensions organized around four
perspectives
the brand-as-product (product scope, product attributes,quality/value, uses, users, country of origin),
brand-as-organization (organizational attributes, local versus
global)
brand-as-person (brand personality, brand-customerrelationships),
brand-as-symbol (visual imagery/metaphors and brand heritage)
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Brand Identity Structure
Brand identity structure includes
Core Identity: the central, timeless essence of the
brandis most likely to remain constant as the brand
travels to new markets and products.
Extended identity: It includes brand identity elements,
organized into cohesive and meaningful groupings, that
provide texture and completeness.
Extended
Core
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Brand Identity Traps
Brand Image Trap
Brand Position Trap
Product Attribute Fixation Trap
External Prespective Trap
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Knowledge of the brand image (how customers andothers perceive the brand) provides useful and even
necessary background information when developing a
brand identity.
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Brand Position Trap
A brand position is the part of the brand identity andvalue proposition that is to be actively communicated
to the target audience and that demonstrates an
advantage over competing brands.
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3.External Prespective Trap
From the perspective of most brand strategists,particularly in United States and Europe, a brand
identity is something that gets customers to buy the
product or service because of how they perceive the
brand. The orientation is entirely external.
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4.Product Attribute Trap
The most common trap of all is the product-attributefixation trap, in which the strategic and tactical
management of the brand is focused solely on
product attributes.
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BRAND PERSONALITY
The attribution of human personality traits (seriousness,
warmth, imagination, etc.) to a brand as a way to achievedifferentiation.
It is seen as a valuable factor in increasing brandengagement & attachment.
Brand Personality System (BPS) was tested & concludedas a compact set of traits were designed to both measure& structure brand personality.
Example: My LED TV is a beauty.
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3 Reasons of BrandPersonality:
First, because more and more parity products are arriving on thescene to duke it out with one another, the brand's personality maybe the one and only factor that separates it from its competitors.
Second, when a purchase decision involves (or perhaps evendepends on) an emotional response, a likeable personality maywell provide that necessary emotional link.
Third, a consistent brand personality can help not only the brand,but that brand's advertising stand out and be recognized.
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Brand Personalitydimensions
The Brand Personality Dimensions of Jennifer Aaker The fivecore dimensions and their facets are:
Sincerity(down-to-earth, honest, wholesome, cheerful) Excitement(daring, spirited, imaginative, up-to-date) Competence (reliable, intelligent, successful)
Sophistication (upper class, charming) Ruggedness (outdoorsy, tough)
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Creating Brand Personality
The process will be
Define the target audience
Find out what they need, want and like
Build a consumer personality profile
Create the product personality to match that profile
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Brand PersonalityRelationship Model
The concept of a relationship between a brand and aperson (analogous to that between two people) providesa different perspective on how brand personality mightwork.
To see how the relationship basis model works, consider
the personality types of people with whom you haverelationships and the nature of those relationships. Someof the types might be as follows:
Sincerity,Excitement, Competence,Sophistication,Ruggedness
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Brand Personality Drivers
PRODUCT-RELATEDCHARACTERISTICS NON-PRODUCT-RELATEDCHARACTERISTICS
Product category User imagery, CEO
Package Sponsorships, Celebrity
Endorser
Price Symbol
Product Attributes Age
Ad style
Country of origin
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Why We use BrandPersonality?
Enriching Understanding
Contributing To A Differentiating Identity
Guiding The Communication Effort
Creating Brand Equity through:1. Self Expression
2. Emotional
3. Functional
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How The Brand Helps ToExpress A Personality?
Feelings Engendered by the Brand Personality
The Brand as a Badge
The Brand Becomes Part of the Self
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