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Brand identity as a system of codes

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The heritage
The stylistic identity
The communication identity
The retail identity

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is a permanent set of codes related to interior design and service (lay-out, lighting, furniture, visual merchandising, music, sales associates, selling way) defining the brand unique and long term retail experience
is the brand tradition, mythology and story telling. It is originated from people, products, places, year of foundation
is a permanent set of stylistic codes (fabrics, textures, colors, patterns, volumes, silhouettes, use of logo) defining the brand unique and long term style
is a permanent set of communication codes (messages, tone of voice, atmosphere, models, media) defining the brand unique and long term image

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Vertical and horizontal options for extension

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market segments
product categories

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line extension
brand extension

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Brand benefits

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funcitonal
experiential
emotional

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I obtain
I am
I feel

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What is a trademark?

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Distinctiveness

a unique source, and to distinguish its products or services

Newness

a distinctive sign or indicator

Legality (registered)

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Brand identity model - skiss the model

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Retail identity

Communication identity

Stylistic identity

london

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Main reasons for brand extension are:

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Complete the product range (from core to perimeter)

“Go retail” strategy (cross selling and trading up)

Enrich the brand equity towards a lifestyle positioning

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Brand image is

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is the sum of consumers perceptions about the brand

consumers perception abut the brand

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Why extend lines/brands?

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Increasing competition between less & larger players with global aspirations and ability to communicate globally

React to declining markets

Similarity of brands’ offers attributes

Decreasing brand loyalty

Nourish the brand perceived vitality

Costs and risk associated to launching a new brand

Financial community’s demand for short term results, bonus and stock options drive short term decision in brand and product-line strategies

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Brand benefits

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Functional (i obtain)

experentiial (i feel)

emotiional (i feel)

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Well known brands:

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Are known

Are backed by relevant investment

Enjoy an enlarged protection

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line vs brand

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Match the text

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What is a brand?

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Tangible associations of a brand?

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slogan

sales

naming

lettering

symbols

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Brand management is about

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Customer and competitive intelligence

Line development/licensing

Business performance evaluation

Collection structure management

Brand identity definition and brand equity improvement

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Brand identity is

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sum of consumers perception abut the brand

the promise the company makes