brand identity

Examples of brand identity in the following topics:

• Branding

  • A commodity brand is a brand associated with a commodity.
  • From there, manufacturers learned to build their brand's identity and personality.
  • A brand which is widely known in the marketplace acquires brand recognition.
  • Brand recognition is most successful when people can recognize a brand through visual signifiers like logos, slogans and colors.The outward expression of a brand, including its name, trademark and visual appearance, is brand identity.
  • This is in contrast to the brand image, a customer's mental picture of a brand.

• Branding Strategies

  • Brands whose value to consumers comes primarily from having identity value are said to be "identity brands. " Some brands have such a strong identity that they become "iconic brands" such as Apple, Nike, and Harley Davidson.
  • Iconic brands are defined as having aspects that contribute to the consumer's self-expression and personal identity.
  • Brands whose value to consumers comes primarily from having identity value are said to be "identity brands. " Some brands have such a strong identity that they become "iconic brands" such as Apple, Nike, and Harley Davidson.
  • Alternatively, in a very saturated market, a supplier can deliberately launch totally new brands in apparent competition with its own existing strong brand (and often with identical product characteristics) to soak up some of the share of the market.
  • Where the retailer has a particularly strong identity this "own brand" may be able to compete against even the strongest brand leaders, and may outperform those products that are not otherwise strongly branded.

• Repositioning

  • Repositioning involves changing the identity of a product relative to competing products.
  • Repositioning involves changing the identity of a product relative to competing products.
  • Brand identity is often involved with the success or failure of a product.
  • Some companies lack a strong product or brand.
  • A severe change in the economy can affect a company or a brand.

• Brand Ownership

  • Brand Ownership means building a brand that reflects your values and persuades consumers to believe in and purchase your product.
  • Steve Jobs was considered a leader in shaping the identity of Apple and a key attribute for the brand, which has helped fuel a very high stock price for the company.
  • In order to really own your brand, you must have a clear understanding of where your brand stands in the marketplace today, and a concrete strategy that outlines how you wish to manage and grow your brand moving forward.
  • Equally important is understanding what makes your brand different.
  • Steve Jobs, for example, was considered a leader in shaping the identity of Apple, which has helped fuel a very high stock price for the company.

• Types of Brands

  • The different types of brands include: individual products, product ranges, services, organizations, persons, individuals, groups, events, geographic places, private label brands, media, and e-brands.
  • Another type of brand is an organization.
  • A person can also be considered a brand.
  • Product, service and other brands realize the power of event brands and seek to have their brands associated with the event brands.
  • Private label brands, also called own brands, or store brands, exist among retailers that possess a particularly strong identity (such as Save-A-Lot).

• Naming Brands

  • A brand name is the part of the brand that can be vocalized.
  • An exclusive distributor's brand policy where a producer does not have a brand of his own but agrees to sell his products only to a particular distributor and carry his brand name (typically employed by private brands)
  • Tang is an individual brand that competes with Kraft's other brand (Kool-Aid).
  • Security chips added to Visa credit card provide extra security measures to protect against identity theft.
  • Discuss the purpose of a brand name, and the process of researching and selecting a brand name

• Global Considerations in Branding and Packaging

  • Unless a company holds the same position against its competition in all markets (market leader, low cost, etc. ), it is impossible to launch identical marketing plans worldwide.
  • When branding and packaging for international products, careful consideration must be placed on factors such as language, colors, customs, aesthetics and placement.
  • These key differences apply to labels and branding as well.
  • Discuss how language, colors, customs, aesthetics, and placement affect global branding and packaging in products

• Consumer Awareness

  • Two components comprise brand awareness: brand recall and the consumer recognition of the brand.
  • Brand recall is the ability of consumers to remember brands with reference to the product.
  • Similarly, brand recognition is the potential of consumers to retrieve past knowledge of the brand when asked or shown an image of the brand logo.
  • Brand awareness is an essential part of brand development, helping brands stand out from competitors.
  • Effective marketing campaigns that increase brand awareness also eliminate confusion between similar brands, as well as inconsistencies that may arise in brand extensions under single brands.

• The Relationship Between Product and Promotion

  • These changes also have prompted brands to customize their global marketing mix for different markets, based on local languages, needs, wants, and values.
  • The drink brand uses two formulas (one with sugar and one with corn syrup) for all markets.
  • However, the bottle can also include the country's native language and appear in identical sizes as other beverage bottles or cans in that country's market.
  • While global promotion enables global brands to engage in uniform marketing practices and promote a consistent brand and image, marketers also face the challenge of responding to differences in consumer response to marketing mix elements.
  • An effective global marketing plan enables brands to tweak products for local markets while using the most effective promotional channels to reach consumers.

• Brands and Brand Lines

  • Brand line is a marketing term used to describe all the products sold under a single brand name.
  • Another form of brand extension is a licensed brand extension.
  • What is the Purpose of a Brand Line or Brand Extension?
  • Poor choices for brand extension may dilute and deteriorate the core brand and damage the brand equity.
  • Diet Coke is a brand line extension of the Coca Cola Brand.