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 Image can be defined as how existing or potential customers view the brand and associate with it. (MBA Skool, 2018)

a cluster of attributes associations that consumers connect to the brand name (Biel, 1993)

2.  Brand identity model

v De chernatony model

De Chernatony (1999) has developed a model called ―the process of managing a brand, which conceptualizes Brand identity. According to the model, Brand identity consists of four aspects; Personality, Positioning, Vision & Culture and Relationship. All aspects influence each other, however the brand’s vision and culture is the core aspect which determine and drive the brand’s desired positioning, personality and the subsequent relationships.

·      Brand personality:

·                  enables a consumer to express his or her self through the consumption of a brand; increases consumer preference and usage, evokes emotions in consumers, and increases levels of trust and loyalty (Aaker, 1997);

·                  interpersonal attachment styles determine what types of customers are most likely to be influenced by a brand’s personality (Swaminathan et al., 2009)

·      Positioning:

·                  sets the product apart from the competition; firm emphasizes the distinctive characteristics that make it attractive to consumers and different from its competitors;

·                  companies also need to pay attention to other aspects of the positioning; understanding the frame of reference that your brand is working in and address the features that your brand has in common with the competition Kapferer (2008) E.g.: TUI offers unique holiday concepts, direct distribution channels and strong portfolio of hotels and cruise ships  to design the whole holiday experience, giving a clear competitive advantage in the leisure tourism industry.

·      Vision and culture

·                  The brand culture describes the set of values that are feeding the brand’s inspiration, as well as explains from where the product is derived; culture links the brand to the firm and highlights the differencing factors, making it stand out from the competition; differentiating factors of the culture can refer to the basic principles leading the brand’s outward signs, such as product and communication; e.g.: countries of origin are a highly valuable factor used by well-established companies; Volkswagen stands for Germany and IKEA stands for Sweden (Kapferer, 2008).

·      Relationship

·                  is defined by Blackston (1992) as the interaction between consumers’ attitude towards the brand and the brand’s attitude towards the consumers which means consumers’ perception plays an important part into the brand communication (Blackston 1992).

·                  Every part of the communication, such as images and symbols must relate to and exploit consumers’ values and lifestyles (Kapferer, 2008).

v Kapfere model

According to Kapferer, the brand identity prism is a good tool for analysing brands. It gives a description of how the brand owner wants the target group to perceive the brand identity. ( Apéria , T., Back, R. 2008) 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.) (Kapferer, 2008).

·      Physique: consists of remarkable 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. (Kapferer, 2008) For examples, Coca-Cola always starts with the traditional Coke bottle in whichever market they penetrate. 

·      Personality: 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. For example, leadership, determination, respect, dominance, influence and wealth are values that are associated with emperor brands such as American Express, Porsche, Rolex (Kapferer, 2008).

·      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? An example of culture are banks, such as American Express gold card which symbolizes dynamic, triumph and capitalism where money is shown and flashed about (Kapferer, 2008).

·      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? Dior symbolizes a relationship that is extravagant and grandiose, with a desire to shine like gold. Nike bears a Greek name that relates it to specific cultural values, to the Olympic Games and to the glorification of the human body. 
      Reflection: a description of the way customers wish 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 life style or certain values. They segment their target group based on customers’ lifestyles rather than age (Kapferer, 2008.).

·      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. (Kapferer, 2008)

3.  visual identity

The concept of visual identity is defined as a strategically planned and purposeful presentation in order to gain a positive organizational image in the minds of the public. A positive identity is established in order to gain a favorable reputation over time. More practically speaking, an organization's visual identity includes all of the observable and measurable elements of the organization's identity manifest in its comprehensive visual presentation of itself, including but not limited to its name, logo, tagline, color palette, and architecture visual identity also includes the organization's public behavior including but not limited to its reception of employees, customers shareholders, and suppliers.

Many consumer packaged-goods companies instinctively understand the power of having a strong visual identity.

Aunt Jemima is a brand of pancake mix, syrup, and other breakfast foods owned by the Quaker Oats Company of Chicago. In 1890, former slave Nancy Green was hired to act as spokesperson for the brand. It was not until the early 1930s, however, that the now-famous Aunt Jemima icon began to represent the brand in a larger way. Aunt Jemima trademark was first registered in 1937 and began advertising on television during the 1950s. Today according to the company. "Aunt Je ma products continue to stand for warmth, nourishment and trust" (www.auntjemima.com)

4.  company case

Finland's largest tour operator FINNMATKAT has changed its name to TUI. The change is part of the unification of the brand of TUI Group in the European tourism giant.

Finnmatko logo has already been added to TUI a red smile that will remain in the future. Changing the name itself does not bring major changes to the customer, but brand integration brings a wider range of services to customers. (Katarina Myrberg 2015)

http://www.travelnews.se/arrangor/fritidsresor-skrotar-sitt-namn/

From 2015 to 2017, TUI has succeeded in rebranding in 100 countries with their oneBrand strategy. According to InSites Consulting, TUI is now Europe's most popular international travel brand. Erik Friemuth, TUI Group Chief Marketing Officer shares that 'One globally unified brand creates confidence, reliability and guidance for our customers. A unified brand reflects the strengths of TUI’s integrated business model. In details, it helps to assess growth potential, consistency of customer experience, digital presence, operational efficiency and competitive strength.

At several airports, guests are either welcomed to the destination with messages playing with words, or seen off with a tongue-in cheek message for a relaxed trip home. Along the lines of ‘Follow the Smile’, all they need to do is find and follow the next TUI logo. Furthermore, identical uniforms enable the guests to immediately spot all TUI employees.

In the case of a corporate brand that establishes all of its products under the same corporate name, such as L'Oréal, the products may benefit from a 'halo effect' of the company's reputation (Roper and Fill, 2012.).

•  Analyze the brand identity of a chosen company with a suitable model.

Physique: a tongue-in cheek message for a relaxed trip 
Personality: high-quality, unique yet comfortable customer experience through fully-integrated tourism business make customers discover their smile
Culture: a strong player in the Nordic and European market
Relationship: In 2002, the company changed its name from Preussag AG to TUI AG - Tourism Union International with the motto “Think Travel, Think TUI“. The objective is to creating unforgettable moments for customers across the world and make their dreams come true.
Reflection 'Travel broadens people's minds'
Self-image

• Analyze (or design) the visual identity of a chosen company.

7.  Bibliography

Biel. 1993. Converting Image into Equity. Aaker D and Biel A (Eds). Brand Equity and Advertising. Lawrence Erlbaum Associates, Hillsdale, NJ. 

De Chernatony, L., & Harris, F. 2001. Corporate branding and corporate brand performance, European Journal of Marketing. Vol. 35. No. 3/4. Page 441-456.
Janonis, V., Dovaliené, A., &Virvilaité, R. 2007. Relationship of Brand Identity and Image. Engineering Economics. Vol. 1. No. 51.Page 69-79.
Kapferer, J.N. 2008. The new strategic brand management; Creating and sustaining brand equity long term, Fourth edition, Kogan page Limited. London and Philadelphia.

MBA Skool. 2018. Concepts: Marketing And Strategy. Brand Image. URL: https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/7351-brand-image.html. Accessed: 28 January 2018.

Nandan, S. 2005. Anexploration of the brand identity–brand image linkage: A communications perspective. 
Kernstock, J & Powell, Eds. 2005. Journal of Brand Management. Journal of Brand Management. Volume 12. Number 4. Page 264.
Roper, S & Fill, C. 2012. Corporate Reputation: Brand and Communication. Pearson Education Limited. England. Page 119. 

The balance. 2018. Define Your Brand Identity. The balance. URL: https://www.thebalance.com/define-your-brand-identity-2294834. Accessed: 28 January 2018.