Brand identity

To become successful, a brand must be unique and easily identifiable. It has to create its own identidy and a positive brand image.

A brand have to make some association and play with emotions, to become a "symbol".

"Marketers should recognize the influence of these other sources of information by both managing
them as well as possible and by adequately accounting for them in designing communication strategies. "

I think taht Jean Paul Gaultier with his perfume "le mâle"  is a good illustration of the diagram above.

The product has attributes and fuctional consequences as a perfume (smell good...) but above that, it plays with emotions.
Indeed, the name of the perfume "le mâle", gives the feeling to men that they are more manly wearing this fragrance.

Then, the bottle is a man body and represent the "raw" man, the very man. The man wearing this fragrance, will be under the impression that he can attract women.

In addition, the perfume is kind of "unique" thanks to packaging.
In general, perfumes' packaging are just a bottle but this one is inside a tin. This comes back to the original idea that it represents "raw" man.

The brand has also made the same thing for women with its fragrance "Classique".

We can also quote the "Fierce" of Abercrombie and Fitch, easily identifiable, it plays on emotions by spreading the fragrance in its outfit stores, and gives the consumer a unique memory.

But we have to underline the difference between the identity and the image of the brand.
The identity is driven by the brand whereas the image is in consumer's mind.
And sometimes, the image not correspond to the identity the brand wanted to give.

As we can saw in a previous article, the Chanel n°5 advertisement with Brad Pitt in 2012 has known a difference between teh identity given by the brand and the image.
Indeed, using a man for a feminine fragrance, the brand  wanted women to identify themselves with the woman who could seduce Brad Pitt.
But it was not the case. Indeed the advertisement has been a very bad reception being seen as ridiculous and not crediblein consumers' mind.



Article posted by Marine