The core thought behind brand positioning is the idea that each brand (if at all noticed) occupies a particular point or space in the individual consumer's mind, a point that is determined by that consumer's perception of the brand in question and in its relation to other brands. The spatial distance between the points in that consumer's mind reflects the subject's perception of similarity or dissimilarity between products and brands. Characteristics of Brand Positioning The four salient characteristics of brand positioning are:. 1. Look to the Core Identity The core identity by definition represents the central, timeless es­sence of the brand. Thus the most unique and valuable aspects of the brand are often represented in the core identity. Further, there should be a cluster of brand elements surrounding each core identity com­ponent that (in addition to giving it richness and texture) opens up multiple execution alternatives. Finally, the brand position often should include the core identity just so communication elements do not stray from the brand's essence. Identify Points of Leverage A brand position can be based on a point of leverage that is not ...

Brand personality is as if 'making the brand come alive'. The attribution of human personality traits (seriousness, warmth, imagination, etc.) to a brand as a way to achieve differentiation. Usually done through long-term above-the-line advertising and appropriate packaging and graphics. These traits inform brand behavior through both prepared communication / packaging, etc. and through the people who represent the brand - its employees. Brand personality is the way in which a brand speaks of its products or services shows what kind of person it would be if it were human. A brand without a personality has trouble gaining awareness and developing a relationship with customers. Brand image refers to the rational measurements like quality, strength, and flavor. Brand personality explains why people like some brands even when there is no physical difference between them. Brand personality is the emotional associations of the brand and brand image is the physical features and its benefits. To make a product successful, the brand image should be blended into a single brand personality. Thus the totality of the brand is the brand personality. It refers to the symbolic and emotional ...

When a firm introduces a new product, it has three main choices as to how to brand it: It can develop a new brand, individually chosen for the new product. It can apply, in some way, one of its existing brands. It can use a combination of a new brand with an existing brand. A brand extension is when a firm uses an established brand name to introduce a new product. When a new brand is combined with an existing brand, the brand extension can also be called a sub-brand. An existing brand that gives birth to a brand extension is referred to as the parent brand. If the parent brand is already associated with multiple products through brand extensions, then it may also be called a family brand. In line extension, the parent brand is used to brand a new product that targets a new market segment within a product category currently served by the parent brand. A line extension often involves a different flavor or ingredient variety, a different form or size, or a different application for the brand (e.g., Head & Shoulders Dry Scalp shampoo). Most new products are line extensions—typically 80 percent to 90 percent in any one year. Moreover, many of the most successful ...

The bottom line is that unless the role of a brand is simply to support other brands by providing credibility, the brand identity needs to provide a value proposition to the customer. What is a value proposition? A brand's value proposition is a statement of their functional, emotional, and self-expressive benefits delivered by the brand that provide value to the customer. An effective value proposition should lead to a brand—customer relationship and drive purchase decisions. The central concepts of functional, emotional, and self-expressive benefits are explained below. 1. Functional Benefits The most visible and common basis for a value proposition is a func­tional benefit—that is, a benefit based on a product attribute that provides functional utility to the customer. Such a benefit will usually relate directly to the functions performed by the product or service for the customer. For laser printers, functional benefits might be their speed, resolution, quality, paper capacity, or lack of downtime. Other examples are as follows: Volvo is a safe, durable car because of its weight and design. Quaker Oats provides a hot, nutritious breakfast cereal. A BMW car ...

Brand Identity Traps represent approaches to creating an iden­tity that are excessively limiting or tactical and that can lead to inef­fective, and often dysfunctional, brand strategies. After these traps have been analyzed, a broader identity concept will be developed, its scope and structure discussed, and the value proposition and credi­bility that flow from it examined. The Brand Image Trap Knowledge of the brand image (how customers and others perceive the brand) provides useful and even necessary background information when developing a brand identity. In the brand image trap, however, the patience, resources, or expertise to go beyond the brand image is lacking, and the brand image becomes the brand identity rather than just one input to be considered. The brand image trap does not tend to occur when a brand image is obviously negative or inappropriate. When there are only subtle image inadequacies caused by customers' past brand experiences or by changes in their needs, however, the use of the brand image as an identity statement often goes unchallenged. While brand image is usually passive and looks to the past, brand identity should be active and look to the ...

A person's identity serves to provide direction, purpose, and meaning for that person. Consider how important the following questions are: What are my core values? What do I stand for? How I want to be perceived? What personality traits do I want to project? What are the important relationships in my life? A brand identity similarly provides direction, purpose and mean­ing for the brand. It is central to a brand's strategic vision and the driver of one of the four principal dimensions of brand equity: associations, which are the heart and soul of the brand. Nestle uses the term brand constitution to reflect the importance and reverence with which a brand identity should be held. So, what exactly is brand identity? Brand identity is a unique set of brand associations that 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. Brand identity should help establish a relationship be­tween the brand and the customer by generating a value proposition involving functional, emotional or self-expressive benefits. Brand identity consists of twelve dimensions organized ...