The problem  :

How to communicate brand identity and image ?

Categorisation of brainstorming

Brain identity: which include the visual elements like colour, picture, video and the other elements such as sound, smell…

Brand Image:  Logos, slogans… Conveys emotional value and not just a mental image.

Learning Objectives :

  • What is the difference between brand identity and brand image?
  • Compare the different brand identity models
  • How do brand identity and brand image affect business?

Keywords : 

Brand image – Brand identity – Customer experience – Postal – International branding – Emotional bond – Recognition

What is the difference between brand identity and brand image?

First of all, what is a Brand Identity ?

Brand Identity is the visible elements ( such as logo, name, symbol) of brand by what the organization makes a promise to consumers. It determined the position the brand occupies in consumer’s minds. That why, companies need to create a brand identy in adequacy with their values.

That why Jean-Noël Kapferer, an brand expert elaborated a prism to create a well proportioned brand image.

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What is a brand image ?

Brand image is the impression in the consumers mind of a brand identity. This brand image is developed through advertising campaigns, logos and products.  This perception is the result of mind and emotions.

To conclude, Brand Image creates by consumers is the consequence of the brand identity  defines by the company.

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Compare the different brand identity models :

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brand-identity-diesel

 

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I decided to compare 3 internationals companies in 3 different sectors to understand what kind of brand identity strategy they use. As well i can compare theses things with the brand image that i have of them as a consumer. Theses 3 companies find a  image place in front of their competitor. Apple cultivate a image simple, design and innovative. But Diesel want to be atypical by provocation and uncommon slogan. L’Oreal, as a cosmetic french brand prefer to talk about the beauty and excellence to justify the price by the fact that  » you worth it  » and you will be more attractive with.

How do brand identity and brand image affect business?

brand_identity

This schema show the brand identity and image as a tools of tracking consumers and create a real difference with direct competitors.

How to communicate brand identity and image ?

To conclude, a company can communicate brand identity and affects brand image thanks to the strategic identify system, and think  the brand as :

  • A product
  • An organization
  • A person
  • A symbol

 

http://www.managementstudyguide.com/brand-identity.htm

Brand identity prism with pepsi as an example

http://www.investopedia.com/ask/answers/032615/how-does-brand-image-and-marketing-affect-market-share.asp

 

 

 

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