TRIGGER 2
Brand identity and brand symbolism

1. What is brand identity vs. brand image?

Brand identity

- A brand identity is the face of your business. It represents your company's values, services, ideas and personality. It can generate loyalty from your clients and make your employees proud to work for you.  

The simple definition of brand identity is how you want the market to perceive your product or brand.

Brand identity includes elements like colours, design, logo, name, symbol and tagline. But it also involves intangibles such as thinking, feelings and expectations.
It takes time and patience to develop an effective brand identity. However, if done well it is certainly worth the effort.

(http://www.snap.com.au/articles/brand-identity--what-is-it-and-why-is-it-so-important-.html)

- Brand identity is how a business presents itself to — and wants to be perceived by — its consumers.

The former corresponds to the intent behind the branding: the way a company chooses its name; designs its logo; uses colours, shapes and other visual elements in its products and promotions; crafts the language in its advertisements; and trains employees to interact with customers – all with the goal of cultivating a certain image in consumers' minds. Brand image is the actual result of these efforts, successful or unsuccessful. 

(https://www.investopedia.com/terms/b/brand-identity.asp)

- David A.Aaker in Building Strong Brands (1996), he used the explanation of A person’s identity, then lead to the definition of a Brand.


 - For instance, if u ask people on the street to tell them the name of a mobile phone product that comes to their mind first. They may name Iphone with the logo of apple with the small bite in the corner. So that’s brand identity of a product.

Brand image
-"An image is the set of beliefs, ideas, and impression that a person holds regarding an object. – Kotler" Brand Image is how customers think of a brand. A brand Image is the perception of the brand in the mind of the customer. It is an aggregate of beliefs, ideas, and impressions that a customer holds regarding the brand.
(https://www.feedough.com/brand-image-explanation-examples/)
- A unique set of associations in the minds of customers concerning what a brand stands for and the implied promises the brand makes.

Brand image vs. brand identity
Based on David Aaker in Building Strong Brands

Brand Image
Brand Identity
·      While brand image is usually passive and looks to the past
·      While brand image tends to be tactical
·      Is a unique set of associations in the minds of customers concerning what a brand stands for and the implied promises the brand makes.
·      Should be active and look to the future, reflecting the association that are aspired for the brand.
·      Should be strategic, reflecting a business strategy that will lead to a sustainable advantage.
·      Is the strategic goal for the unique set of associations that a brand should stand for. These associations also imply a potential promise to customers.

2. Compare different brand identity models.

Brand Identity Perspectives

Aaker, D. 2002 Building Strong Brands, he suggested 4 brand identity perspectives. It helps to ensure that the brand identity has texture and depth. Their goal is to help the strategist consider different brand elements and patterns that can help classify, enrich and differentiate an identity. A firm should consider its brand as:

1.     A brand as a Product:
-       A core element of a brand’s identity is usually its product, which will affect the type of associations that are desirable and feasible.
-       A strong link to a product class means that the brand will be recalled when the product class is cued.
-       For example: Iphone it is mobile phone, Coca Cola it is beverage company.

2.     A brand as Organization:
-       Focuses on attributes of the organization rather than those of the product or service such as innovation, quality, concern for environment are created by people, culture, values, and programs of the company.

3.     A brand as Person:
-       Like a person, a brand can be perceived as being upscale, competent, impressive, trustworthy, fun, active, humorous, casual, formal, youthful or intellectual.
-       A brand personality can create a stronger brand in several ways. First, it can help create a self-expressive benefit that becomes a vehicle for the customer to express his/her own personality. Second, brand identity can be the basic of a relationship between the customer and the brand. Third, a brand personality may help communicate a product attribute and thus contribute to a functional benefit.

4.     A brand as Symbol:
-       A strong symbol can provide cohesion and structure to an identity and make it much easier to gain recognition and recall. It presence can be a key ingredient of brand development and its absence can be a substantial handicap. Symbols are more meaningful if they involve a metaphor, with the symbol or a symbol characteristic representing a functional, emotional, or self-expressive benefit.
-       For example: …………………

The Identity Structure

Aaker suggested that Core Identity and Extended Identity are important to understand.

1.     The Core Identity: represent the timeless essence of the brand.



The core identity follows by answering these questions:
-       What is the soul of the brand?
-       What are the fundamental beliefs and values that drive the brand?
-       What are the competencies of the org behind the brand?
-       What does the org behind the brand stand for?

The core identity should include elements that make the brand both unique and valuable. It should contribute to the value proposition and to the brand’s basis for credibility. Sometimes a slogan can capture at least part of the core identity:
-       “melt in your mouth, not in your hand”: the unique combination of flavor and convenience provide by M&M candies.
-       “we’re number two; we try harder” : Avis is committed to delivering the best customer service.

2.     The Extended Identity: includes elements that provide texture and completeness. It fills in the picture, adding details that help portray what the brand stands for.

3.     For example: The Core Identity and Extended Identity of McDonald are debride as below:







Kapfere’s model
According to Kapferer, The brand identity prism consists of physique, personality, culture, relationship, reflection and self-image. These concepts together define the brand identity that can be communicated to consumers.)
Pic 2 Brand identity prisms ( Kapferer , 2008)


1.     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.
2.     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.
3.     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?
4.     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?
5.     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.
6.     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.
(http://amiemt-journal.com/test2/vol2-no4/17.pdf)

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

Understanding Visual Identity
Your visual identity comprises your logo, imagery, typography, colors, and creative design.

Define Your Brand Elements

 At the core of this visual identity are your brand ingredients: logo, colors, type, and imagery.

• Color: Color pattete needs to fit what you are trying to convey. For example, If you’re promoting a luxury product, you may want to use blacks, golds, and silvers. If you have a financial product, you may want to incorporate greens and golds.” Research suggests that between 62% to 90% of consumer decisions are based on color.

• Logo: Your logo needs to convey what you do and have imagery that sticks into the minds of the people who see it. A logo can be a combination of your color palette, type, and design. A logo can also evolve as your identity evolves. 

• Type: Beyond what the words say, the scale, font, and arrangement of your text impact your visual identity. A funeral home that uses a playful, hot pink, comic font will confuse potential customers who are grieving.

(http://www.cmo.com/features/articles/2017/10/12/whats-in-a-brand-how-to-define-your-visual-identity-.html#gs.oAfIsLk)

4. Analyse the brand identity of TUI company with a suitable model.

Analyse Tui brand identity based on Kapfere’s model

Physical
A logo with smiley face brings the relaxing feelings with their holidays and travelling trips.
Personality
Fresh, Responsible
Relationship
Consistent, Trustable and Reliable
Culture
From Germany which has a good relationship with customers
Reflection
Experiencing new world with diverse cultures.
Self image
Inspiring, Trusted, Special

5. Analyse (or design) the visual identity of TUI.


-“Let’s make people smile.”
Every positive customer experience starts with a smile.
It opens the mind through emotions. It opens heart through confidence.
It opens up to new ideas through its encourage reliability.
A smile is the direct response and reaction of a customer that feels special.   

- Our success therefore depends on our ability to make customers smile.
A smile, full of joy.
A smile, expressing harmony and a feeling of comfort.
A smile, showing curiosity and happiness.
A smile of surprise, fascination, inspiration, for being made to feel special.
We’re opening the door for our customers to make special experiences.

- Using red color to illustrate excitement, passion of TUI to its customers.


Preferences:

http://www.snap.com.au/articles/brand-identity--what-is-it-and-why-is-it-so-important-.html
https://www.investopedia.com/terms/b/brand-identity.asp
https://www.feedough.com/brand-image-explanation-examples/
https://www.slideshare.net/air/brand-image
https://www.theseus.fi/bitstream/handle/10024/64853/Heidi_Sonne.pdf?sequence=1
http://amiemt-journal.com/test2/vol2-no4/17.pdf

http://www.cmo.com/features/articles/2017/10/12/whats-in-a-brand-how-to-define-your-visual-identity-.html#gs.oAfIsLk`
Aaker David, Building strong Brands

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