luxury brand management session 4

Brand Identity Dimensions

1. Physics of Brands

  • Represents the physical elements of brands.
  • Involves visual aspects:
    • Codes, signs, colors, symbols that create a visual impact.
    • Examples include:
    • Gucci: Colorful green and red stripes.
    • Leopard print and specific styles contributing to brand imagery.

2. Brand Examples of 'P6'

  • Discussion involved identifying various brands and their physical elements.
  • Examples included:
    • Bulgari: Noted for specific iconic physical symbols.
    • Cartier: Associated with a particular design element.
    • Van Cleef & Arpels: Mention of design elements like the "ferris" concept.
    • Chanel: Known for iconic features such as the double C logo and pearls.
    • Rolex: Recognized instantly by its distinctive brand markers.
    • Hermes: Style elements and logo significance.
    • Ritz Hotel in Paris: Embedded in luxury brand narratives.

3. Brand Personalities

  • Strongly tied to the founders or characters associated with the brands.
  • Key figures discussed:
    • Coco Chanel:
    • Established a brand image that is classic, elegant with a boyish touch initially.
    • Pioneered mixing menswear elements into women's fashion.
    • Yves Saint Laurent:
    • Conveys characteristics of an independent working woman.
    • Giorgio Armani:
    • Known for classic tailoring, deconstructed jackets that emphasize elegance and comfort.

4. Reflected Image

  • Represents how consumers want to be seen or how brands want to portray their target audience.
  • Described as an external mirror showing the brand image.
  • Example of Gucci:
    • Portrayal of the Gucci woman:
    • Characteristics include sexy confidence, wild essence, often depicted with sunglasses.
  • Example of Chanel: Conveys sophistication and elegance.

5. Self-Concept

  • More internal, focusing on how consumers perceive themselves through brand association.
  • Example of Ralph Lauren:
    • Image of a confident, structured lifestyle.
    • Represents the American Dream and aspirations associated with the brand suggesting social mobility.
    • Portrayal often includes elements of power and class, e.g. individuals dressed impeccably even for casual outings.

6. Culture of the Brand

  • Relates to the foundational values and essence behind a brand.
  • Essential aspects of culture:
    • Brand's history, its inspirations, and the values of the originating country.
  • Example of Ralph Lauren: Utilization of polo as a brand symbol
    • Associated with luxury, wealth, and elite cultural activities like horse polo, indicating exclusivity and status.

7. Customer Relations

  • Defines the nature of the interaction between brands and consumers.
  • The relationship can vary greatly:
    • Samo Hong vs. Diesel—contrasting campaign strategies.
    • Samo Hong's approach is more exclusive and distanced, catering to high-end clients only.
    • Diesel employed a more open dialogue through participatory events, showcasing inclusivity.

8. Summary of Brand Identity Prism

  • Importance of understanding each dimension deeply for establishing brand identity.
  • Key Elements of the Brand Prism Include:
    • Physical Elements: Signature colors, patterns, and symbols.
    • Brand Image: How the brand portrays itself and how outsiders perceive its consumers.
    • Brand Personality: Influenced heavily by founder's characteristics and public persona.
    • Cultural Context: Rooted in the values of the brand and its historical significance.
    • Consumer Self-Concept: The aspirational identity of customers linked with brand choice.
    • Customer Relations: How brands engage with and communicate to different audiences.

9. Key Takeaway

  • Crafting a distinctive brand identity requires avoidance of generic descriptors like "elegant" or "sophisticated".
  • Focus should be on articulating unique values, attributes, and identity that resonate specifically with that brand.