Brand Identity & Brand Symbolism
1. Brand identity & image Brand identity originates from the company, ie a company is responsible for creating a differentiated product with unique features. It is how a company seeks to identify itself. The marketing mix strategy plays an important role in establishing a brand identity. The four Ps — product, promotion, price and place — can play an important role in this process. For example, the tangible attributes that comprise the product will send a message to the consumer about the various features of the brand. The dual airbags and anti-lock braking system installed in a particular brand of car communicate to potential buyers the safety benefits inherent in buying the car. The warehouse-like ambience of Sam’s Club and the emphasis on self-service are signals to the consumer that the company competes on the basis of low cost. (Nandan, 2005) Brand image is what the customers think/perceive (or form an impression) about a particular brand in their mind. Brand