Page 224 - Design for Six Sigma for Service (Six SIGMA Operational Methods)

Brand Development and Brand Strategy 193

what the brand stands for and imply a promise to customers from
the organization members. Brand identity should help establish a
relationship between the brand and the customer by generating a
value proposition involving functional, emotional, or self-expressive
benefits.

Brand Identity Models
There are several models that describe what brand identity is. Aaker (1996)
proposed a brand identity model based on four perspectives: (1) brand as
product, (2) brand as organization, (3) brand as person, and (4) brand as
symbol. Davis (2000) used the brand image model, which has two com-
ponents: brand association and brand persona.

Aaker’s Brand Identity Model
Figure 8.3 illustrates the framework of Aaker’s brand identity model. As stated,
this model describes brands from four perspectives, but a brand may not
actually employ all of them. It may employ only a subset of these perspectives.
For brands that relate to a larger corporation and its products, it is very likely

Strategic Brand Analysis
Customer Analysis Competitor Analysis Self-analysis
Trend Brand image and identity Existing brand image
Motivation Strength, strategies Brand heritage
Unmet needs Vulnerabilities Strengths and capabilities
Segmentation Organization values

Brand Identity
Brand as Product Brand as Organization Brand as Person Brand as Symbol
1. Product scope 7. Organization attributes 9. Personality 11. Visual image
2. Product functions (innovation, consumer 10. Brand-customer 12. Brand heritage
3. Quality and concern, trustwor- relationship
performance thiness, etc.)
4. Uses 8. Local vs. global
5. Users
6. Country of origin

Value Proposition Credibility
Functional Emotional Self-expressive
benefits benefits benefits Support other brands

Brand–Customer Relationship

Figure 8.3 Brand Identity Model (Adapted from Aaker 1996)