5-1 Short Paper Brand Identity Analysis (docx) (2024)

Reilly 1 Meghan Reilly Prof. Bellflower Organizational Branding 6 Feb 2024 Brand Identity Analysis It's important for brands to have an identity. Having an identity can help separate yourself from other brands that are similar to yours. Brand identities also help "reflect their mission, vision, and values" (SNHU, 2024). In this short paper, we are tasked with talking about how brands develop and maintain a unique brand identity and create brand equity. Brand Identity:As previously stated, a brand having an identity is important because it helps separate them from others and helps reflect the mission, vision, and values. Standing out to your competitors and leaving an impression on your consumers is essential in the process. If you really think about what brand identity is, it's not all about the products that the brand is offering or selling. It's more about the brand experience than anything else. You also need to keep in mind your missions and values because those play as big of a part as the experience. According to Sabin Mindrut, Adriana Manolica, and Cristina Roman of ScienceDirect, "Brand image is the one that says that a brand is not necessarily a product; but it is the product's essence, its meaning, and its direction, and it defines its identity in time and space" (Mindrut, Manolica, & Roman, 2015). This quote just goes to show how important it is in brand management to have guidelines and set them in a way in which the brand is going to interact with their consumers and allow connections to be formed between both parties.

Reilly 2 Components of Brand Identity:Sabin, Mindrut, and Roman talk about the components of brand identity in their article. They say that, "The entire overview upon the brand is developed during the meeting of the public with the brand identity, which divided is formed by logo, stationery, marketing collaterals, products and packaging, signage, apparel design and messages and actions" (Sabin, Mindrut, & Roman, 2015). By putting all of these aspects of characteristics together, it helps the consumers to easily identify the brand and create a strong overall experience for them. They also talk about how all of these components, when encountered by the public, helps form the brand identity and brand image. They say, "Every component that will be encountered by the public is relevant for forming brand identity and thus creating brand image" (Sabin, Mindut, & Roman, 2015). One thing that the brand has to be certain of is making sure that the identity attracts or speaks to their consumers and expresses what they really believe the brand represents. Internal and External Role:I think that the internal and external roles in regard to brand identity go hand-in-hand in the brand identity process. First of all, brand identity already plays a role in both by developing the messaging for both types of communication. By developing the messaging, we are talking about the consumer recognition, tone, and consistency of the messages. The brand identity also helps out with communicating the mission, vision, and values externally. On the other hand, the internal role of brand identity is it helps set professional expectations for everyone and describes how the people should be communicating externally and internally. According to Olga Mack of Forbes, "It's about developing a culture that considers your employees' values, ensuring they feel they have a role in the department. It's about creating a sense of unity and purpose among employees" (Mack, 2022). Therefore, another role of brand

Reilly 3 identity internally is making sure that everyone has a purpose and that no one feels left out. Allow everyone to come together as one and communicate in the most appropriate manner. Brand Equity:There are factors that can affect brand equity through consumers' perceptions of and experiences with an organization's brand. According to Kevin Keller and Vanitha Swaminathan of Strategic Brand Management, "Marketing communications can contribute to brand equity in a number of different ways: by creating awareness of the brand; linking points- of-parity and points-of-difference associations to the brand in consumers' memory; eliciting positive brand judgments or feelings; and facilitating a stronger consumer-brand connection and brand resonance" (Keller & Swaminathan, 2019). Therefore, we can conclude that brand identity leads to equity as it creates that strong lasting impression on the consumer and helps them easily identify the brand and the products they offer when coming back again. Negative Impacts:There are some factors and/or events that can negatively impact an organization's brand identity. These factors/events include "poor customer support, failing to live up to your brand image, getting negative attention from an employee, offering a poor website experience, and receiving a bad customer review" (Marq, 2024). All of these factors can give you the feeling of having to rebuild the brand from top to bottom and do whatever you need to improve these factors. You should never have or let any of these factors play a role in your brand, so do whatever you can to prevent them from occurring and stay on the positive side of things. Brand Extensions:Brand extensions can leverage an existing organizational brand identity. According to Indeed, "Brand extension can allow companies to reach a wider customer base by offering new products under an existing name. This marketing strategy is a technique to expand upon a parent brand and increase an overall brand image. Understanding the different types of

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