Brand identity and image

The topic of this week’s PBL is Brand identity and image. The trigger for this topic was about the Finnish Itella Corporation changing its name to Posti Group Corporation in order to clarify the company’s identity as a Finnish postal, logistics and eCommerce service. The group defined the following learning objectives to be discussed in the closing PBL.

• Brand identity
• Brand image
• Rebranding

1. Brand identity

1.1 Brand identity vs. Brand image

Before comparing brand identity and brand image, I would like to clarify what brands are: Helelä (2015) describes a brand as a promise. In order to make a lasting impression, brands should be consistent, make a promise and keep this promise to the customer. Unlike products, brands are created in the mind and aim at building a relationship with the customer. Clarke 2014 stresses the importance of brands in a YouTube video: the first impression of a customer concerning the brand counts, just as it is with meeting persons in real-life. An attitude towards brands and their reputation are refined every time the brand is encountered. According to Clarke, building brands is about confidence, passion and delivering unique values. Once a brand is used as a verb, such in the case of Google, it is remarkable.

According to Argenti (2013, 72) a company’s identity is the actual manifestation of the company’s reality as conveyed through the organization’s name, logo, motto, brands, products, services, buildings and other tangible piece of evidence created by the organization (…). Image is the corporation as seen through the eyes of its constituencies. The image of a company can vary across its stakeholders, the identity however should be consistent. (Argenti 2013, 58)

The following picture summarizes the contents quite suitably (Schallehn 2012):

1.2 How to manage a brand identity and make it last?

According to de Chernatony (2006, 7) successful branding is achieved through bridging the external process internally. What is understood by that? A brand represents a dynamic interface between an organization’s actions and the constituencies’ interpretations. The success of a brand depends on the extent to which there is harmony between the managerially defined values, effective implementation of values by staff and appreciation of these values amongst constituencies. The author categorizes the characteristics of a brand in the brand triangle, which I illustrated accordingly.
A brand’s strength is influenced by the extent to which the external and internal components of the brand triangle are congruent. (de Chernatony 2006, 9)
 

Schallehn (2012) focuses on the importance of brand authenticity in order to create a lasting brand (see the above illustration). Three factor determine the perceived brand authenticity: continuity, consistency and individuality. Continuity implies the fit of the brand promise with historical brand behaviour whereas consistency implies the fit of the brand promise with current brand behaviour. The uniqueness of brand behaviour determines the brand individuality.

According to Helelä (2015, 10) the world’s strongest brands share 10 attributes which I will partly present in the following:

• Brands should deliver consumers’ desires and be relevant, this can be reached by managers’ understanding of brands 
• Importance of consistency and properly positioning of brands
• In order to reach brand equity, a repertoire of marketing activities is used and coordinated

1.3. The elements of a brand

According to Knipp (2009, 42), brand identity consists of six elements, which can be described as follows:

• Brand origin (Where do we come from?)
• Brand leading competence (What are we capable of doing?) 
• Brand vision (Where do we want to be?) 
• Brand values (What do we believe in?)
• Brand personality (How do we appear?)
• Brand performance (What do we do?)

 Yet, the brand image consists of three components:

• Brand personality (Personality traits of a brand perceived by the demander)
• Brand benefit (Functional and symbolical benefit expectations of the demander)
• Brand attributes (Features of a brand perceived by the demander)

Sources:

·         Argenti P. 2013. Corporate Communication. 6^th edition. McGraw-Hill. Dartmouth.

·         Clarke R. 2014. What is a brand? https://www.youtube.com/watch?v=sDOYsEipm2E Quoted: 18.09.2015.

·         De Chernatony L. 2006. From Brand Vision to Brand Evauation. 2^nd Edition. Butterworth-Heinemann.

·         Helelä M. 2015. Branding. Set of slides. Haaga-Helia UAS.

·         Knipp V. 2009. Trust the brand. Corporate Reputation Management in Private Banking. Diplomica. Hamburg.

·         Schallehn 2012. Strategic Brand Management and the concept of brand authenticity. http://de.slideshare.net/MikeSchallehn/brand-authenticity-and-strategic-brand-management Quoted: 15.09.2015

2. Brand image

2.1. How to follow up with your brand image?

Own illustration according to de Chernantony 2006, 51.

Aaker (2000) built up a brand identity model, including in a first step the strategic brand analysis (customer, competitor, self) upon which a brand identity can be derived. It is essential to understand who the audience is, which competitors aim at addressing the same audience and what the organization’s strengths and weaknesses are. In a next step it is important to realize attributes that make the organization unique (brand essence/core). Once the core identity is established, other attributes that may attract the prospective audience need to be identified. Aaker sees brand identity as consisting of 12 elements that can be classified to: Brand as product, Brand as Organization, Brand as Person, and Brand as Symbol. The brand’s value proposition is a statement of the functional, emotional and self-expressive benefits delivered by the brand that provide value to the customer.

• Functional: Benefit based on a product attribute that provides functional utility to the customer

• Emotional: When purchase or use of a brand gives a positive feeling, that brand is providing an emotional benefit. Emotional benefit adds richness and depth to the experience of owning and using the brand

• Self-expressive: A brand can provide a self-expressive benefit by providing a way for a customer to communicate his/her self-image. Purchase and use of brands is one way to fulfil the need for self-expression

The brand identity is the foundation of a brand and its relationship to the customer.

2.2 How to keep your brand image consistent? 

Cator 2015 focuses on two aspects of how to keep a brand image consistent. In the increasingly visual world, it is important to be visually consistent. The visual aspects include the headshots, logo, colors and fonts of a brand. The second aspect is to be consistent in interactions and engagements.




Sources:

• Aaker D. 2000. Brand Leadership. The Free Press.

• Cator T. 2015. How to keep your brand consistent. http://www.catorsocialmedia.com/how-to-keep-your-brand-consistent/ Quoted: 17.09.2015.
•  De Chernatony 2006. From Brand Vision to Brand Evauation. 2^nd Edition. Butterworth-Heinemann.

3. Rebranding

First of all, I would like to give a definition of what rebranding is all about: 
According to Cambridge Dictionary, rebranding is the act of changing the way an organization, business, company or product appears to the public. Al Shebil (2007, 5) defines rebranding as repositioning, revitalizing or rejuvenating of a brand.

3.1. Reasons for rebranding

Reasons for rebranding can be both positive and negative. Positive reasons are the mergers of two organizations or a significant expansion of a company’s offering. Negative reasons are numeral and comprise the following: the current brand has been tainted or has become outdated, fierce competition or fast changing environment, a means of handling increased price competitiveness, globalization, to signal a change in direction… (Goi 2011, 448)
AlShebil (2007, 6) names four categories of reasons why rebranding may occur: a change in an ownership structure, corporate strategy, competitive position or external environment.

3.2. Case studies

Please follow this link which provides case studies for successful rebranding: http://www.businessinsider.com/10-most-successful-rebranding-campaigns-2011-2?op=1&IR=T
Among those companies are well-known brands such as Harley-Davidson, which transformed from a nearly bankrupt to the most reliable motorcycle brand. What are the key findings of the article concerning successful rebranding?

•  Adapting current styles while celebrating history (Burberry)
•  Support your brand with a high-performing product (Harley-Davidson)
•  Pay attention to the public’s opinion and respond with products that counteract  accusations (e.g. McDonalds)
•  Set yourself apart from competitors with high quality merchandise (Target)
•  A smart use of Social Media can produce fresh identity (Old Spice)
•  Build creative, well-made products that are enhanced by beautiful package (Apple

Sources:

·         AlShebil S. 2007. Consumer Perceptions of Rebranding: The Case of Logo Changes. UMI.

·         Cambridge Dictionary. Rebranding. http://dictionary.cambridge.org/dictionary/english/rebranding

·         Goi 2011. Review on Models and Reasons of Rebranding. http://ipedr.com/vol5/no2/99-H10243.pdf Quoted: 15.09.2015. 

·          Picture: http://entreprenoria.com/marketing/branding/entrepreneur-rebranding-101/