7. Creating Brand Identity: Brand Aesthetics & Symbolism Flashcards
brand image vs brand identity
image is within the consumer mind, identity is created by the business itself
why would you need/want to start looking at identity management
low levels of customer loyalty, outdated, inconsistent image, new products/services
3 types of brand identities - schmitt and simonson 1997
monolithic, branded, endorsed
types of brand identities - MONOLITHIC
everything has the same name - eg bmw
disadvantage of MONOLITHIC brand identity
amorphous identity, when the business gets in trouble it affects everything
types of brand identities - BRANDED identities
company is known by its name to suppliers but by its brand to consumers, free to develop own identities - eg unilever
types of brand identities - ENDORSED identities
brand extension - donna karen and DKNY
what do the 4Ps do
construct a brand identity and expression
what are the 4Ps - Identity elements mix (Schitt and Simonson)
properties, products, presentations, publications
brand expressions is…
primary elements, styles and themes
brand expressions leads to…
customer impressions
projection gap
private vs public self, eg greenwashing
misinterpretation gap
customer misinterpretations of brand expressions
bottom up and top down approach to styles
bottom up = change primary elements for brand re-positioning, top down = new brand development
3 dimensions of semiosis
semantics, pragmatics, syntactics
