Brand identity mapping in India

Type :

Indian project

Pages :

9 pages

Format :

.doc

Published date :

08/28/2009

Category :

Business & market

Sub category :

Business strategy

Oboulo.com selection criteria

$ 18.95 Add to cart

Summary :

Introduction
Band identity structure
1. Core identity
2. Extended identity
Brand identity strategy
1. Names and logos as identity mortar
2. Brand identity prism
Brand identity for Onida
The brand identity worksheet
Brand identity of Infosys
Brand identity of Tata
1. Brand personality
2. Brand strengths
3. Brand weakness
4. Brand architecture

Abstract

When most people think about brand's identity, they usually think about the name, logo and the punch line. But identity consists of much more than that. It includes life style, symbols, colors, attitude, personality, visual style, brand voice and other mnemonic devices, characters, spokes people, package design, product design and the list goes on and on.
brand identity is the total proposition that a company makes to consumers, that is the promise it makes. It consists of features, attributes, benefits performance, quality, service and the values that a brand possesses. brand identity is everything a company wants the brand to be seen as.

In his 1992 book, Strategic brand management, Kapferer summarized brand identity this way: "Though all things are possible when a brand is first created, after a time it acquires autonomy and its own meaning. Starting as a non-sense word attached to a new product, year after year, it acquires a meaning, composed of the memories of past emergent communication and products. It defines an area of legitimate possibilities, yet appreciates its own limitations". A brand identity provides a direction, purpose and meaning for the brand. Band identity structure includes the core identity and the extended identity.