University Marketing Module: Brand and Branding Report, Assessment One

This report provides an in-depth analysis of brand identity and branding within contemporary society, focusing on the brand identity theory. It explores the key concepts of brand identity, including its visual aspects, such as logos, colors, and design, and its importance in distinguishing a brand in the minds of consumers. The report discusses various elements of a strong brand identity, such as brand culture, image, personality, and strategy, and their impact on customer loyalty and awareness. It also delves into the importance of brand value, brand image, and brand personality, offering insights into how these components contribute to a company's success. The report uses Apple as a visual example of brand personality, illustrating how a brand can be built around emotion and customer expectations. It also highlights challenges companies face when developing their brand personality.

Assessment One Brand
and Branding

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Brand identity and its importance ..............................................................................................3
Visual example of brand personality of a company ...................................................................7
CONCLUSION..............................................................................................................................11
REFERENCES:.............................................................................................................................12
Books and Journals...................................................................................................................12
Appendix........................................................................................................................................14

INTRODUCTION
Brand refers to the identity of a company and its product, services and concept. It is a
good, concept, services which is dignified from other company concepts, product or services so
that is communicated as well as marketed easily (Akturan, 2018). Brand has been termed as a
business along with marketing concept which enable people to identify a specific firm, individual
or product. Such brands are intangible that means it is not seen opt touched. It also helps people
to shape their perceptions of organisation and their staff members, goods or services. Branding
has been determined as a procedure of communicating an innovation selling proposition addition
to differential which sets a commodity apart from competition. In includes various elements
which are different from product to product or company to company.
This project covers a critical understanding of brands and branding in contemporary
society with the brand identity theory. Further it covers a critical discussion of concept of brand
identity and its importance. At last it contains visual example of concept which is discussed in
this report.
MAIN BODY
Brand identity and its importance
Brand identity has been described as visible aspects of a brand like design, logo, colour,
which identify as well as distinguish the brand in buyer's mind. It includes visual factors which
are associated with brand like attractive logo, commodity packaging design, typology of colours,
social media graphics or creativity as well as website design which helps company to easily
recognisable to the public (Bajde, 2019). There is various element consist in strong brand
identity like brand culture, brand image, brand personality and brand strategy. Execution of
effective brand strategy which develops many components like loyalty, awareness and increases
brand trust. Brand identity is the full promise and proposal which a company makes to its
potential consumers. Brand can be termed as a personality, product, set of values and a good
position it lodges in minds of customers. Brand identity is sum of all purposes which a business
desires with their brand to be considered as. Brand identity is the visible, noticeable and tangible
elements of a company brand like symbol, name, trademark colour, logo, taglines and other
which helps a company to gain competitive advantage and meet the expectations of customers. A

company which have good brand identity have enhanced brand awareness, encourage team
members, employees to perform well and feel proud to working in a reputed branded
organisation, corporate style as well as active buyers.
Importance of brand identity
Brand identity helps a business to connected with customers for long term as it describes
how many businesses portrayed to public in order to make them buyers of their product and
services. It consists many things form business name, logo, design, shapes or colour of fonts and
graphics (Bapat, 2020). It also incorporates with tone of voice which is used by company for
marketing on social media, the value company hold, the humour present in their advertisement as
well as the mission statement that the business is pursuing. It is very important for company to
have strong brand identity to attract large number of customers a stand out in the competitive
market to gain leading position.
Win a price premium- Branded items can increase price or demand more money as
compare to those brand who has weak identity. There is various example of strong brand such as
Microsoft, Zara, Apple and so on who product prices are high as compare to other brands who
are dealing in similar product and services (Bonakdar and Audirac, 2020). Because leading
brands inspires trust as well as are related with certain public expectations so they can put prices
of their product high. For example- Apple sell their I phone at higher prices as compare to
Samsung because they add various software and quality features with guarantee in their product
which run for long run. A strong brand generate believes among customers that they are
spending more money for quality and durable product. Good brand identity helps the company to
increase their profit margin and sell their product and services in high prices to maximise
profitability.
Develop a loyal customer base- Strong brand identify makes simpler for company to
become highlighted, noticeable in customer eye among huge number of similar brand. It takes
huge times and efforts for a brand so consumers start recognise and buy frequently. Once the
company won the customers trust and satisfied their needs with better quality then they received
their support for brand lifelong (Dechawatanapaisal, 2018). It means company have to build long
lasting relationship so customers feel happy with brand and stay loyal with it. For example,
products of Apple are famous in all over the world as people prefer to buy is for its quality and
durability. Brand identity can help marketers and company to communicate their values to

customers as well as encourage them to support their brand as most of the customers stay loyal to
particular brands which share values.
Helps in employment and retention- Good brand identity also helps company to have
experienced and talented employees which increases their productivity and profitability. People
want to work in those company which provide them secure future or better opportunities for
development. Youth also want to invest their time, idea, knowledge and skills with a brand
which allow them to grow their capabilities, flexibility and creativity which further develop their
mind set to retain in a brand for long term (Graham and Cascio, 2018). Recruitment process as
well as employee retention of a company can also depend on how they branded in a market. For
that reason, employees also prefer to loyal with their company which share same values with
them. Most of the talented people quit their current job if the branded company offer them a job
position which leads to increase in their market value. For example, Apple as has strong brand
identity so if they offer job opportunities to people they will also interested towards new jobs
continuously addition to manage expectations of perfect candidates by their value. It also reduces
their recruiting as well as training cost effectively.
There also various other concepts related to brand and branding such as brand
personality, brand culture, brand physique, brand value, relationships and brand image which
also helps company to achieve their desired goals (Iyer, Davari and Paswan, 2018).
Brand value
Brand value refers to the monetary worth of an organisation as well as it enhances the
sales or revenue of firms along with markets or corresponds to buyer's awareness of a product. It
is a financial worth of a brand if any entrepreneur wants to sell it. The brand value of a brand can
be the amount with other business will pay to use their brand identity, logo, product and services.
It is the replacement and sell value of a brand and also known as goodwill of a company. There
is various method by which brand value can be measured such as income based valuation,
market based valuation, customer based valuation and cost based valuation that helps a company
to determine their brand value in market or particular industry (Jokela, 2020). It is important to
determine the brand value in order to get proper insight about brand's message, identity as well
as personality. These are brand principles which guides management of company behaviours,
actions as well as decision making processes. Knowing addition to investing in brand values is
key to assuring the business and its concept remain different unique in concentrated market.

Brand image
Brand image refers to a buyer's interpretation of an organisation as well as its products or
services. It is developed in the mind of customers based on their interactions, experience addition
to perceptions about company's mission and values. Effective strategy to develop brand image
includes slogan, color palette, logo which helps company to make their brand different, attractive
and creative. Good brand image has been described as a paramount to developing loyalty and
credibility among potential buyers (Minkman and van Buuren, 2019). For example, Apple are
consistently work at managing a good brand image by offering better quality product at
reasonable price with unique packaging it helps them to make better brand and customer
relationships. Brand image and brand identity are similar kinds of term which allow people to
recognise a brand for life long.
Brand personality
Brand personality refers a framework which helps an organisation shape the feeling of
people about their concept, innovation, mission, product or services. A brand personality of a
company raises an emotional response in their targeted customers with intention of gaining
positive reactions which can benefit the company in future (Minor-Cooley and Parks-Yancy,
2020). There are various dimensions of brand personality such as brand sincerity, brand
excitement, brand competence, brand toughness as well as brand sophistication. It is the sum of
intellectual, emotional as well as behavioural patterns differ to a consistent and brand.
Importance of brand personality for company
It is important of a company to have great brand personality which helps them in easing
interaction and communication with their customers. As the customers relate with their
personality traits with the brand personality in order meet their needs and expectations. It helps
an organisation to create emotional connection among brand and customers in order to increase
their sales, revenue and customer base (Pizzi, Vannucci and Aiello, 2020). For example, it is
essential for Apple to define their brand personality accurately so it attract right customers which
helps the company to promote their brand across the world. Brand personality leads in enhanced
brand equity addition to states the attitude of brand in marketplace in which they compete or
operate. A unique or positive brand personality can create a brand appear to lead over the
competitors and achieve the target of company.

Figure 1Aaker’s Brand Personality Dimension Framework, 2022
(Source: Brand Personality Dimension Framework, 2022)
For example, in Apple, marketer can make their electronic brand appeal to new
generation, teenagers by deriving brand personality traits such as spirited or carefree. Another
example is Coco Cola, Nike, Gucci which is an effective example of brand personality as they
used unique elements to improve their grand personality in mind of customers. A good brand
personality reflects by brand image, messaging as well as effective marketing movements. A
company develops their brand personality by set their target audience, mission, vision and launch
innovation frequently (Putri, Fauzi and Putri, 2019). They can also conduct deep research about
their targeted customers taste, preferences and expectations with the brand to gain competitive
advantages over competitors. It helps the company to increase profits, revenue or sales by
maximising the trust among customers as well as it also allows them to charge premium for
products or services without losing loyal customers who have faith in a brand.
Challenges that is faced by company to develop brand personality
There are various challenges which a company faced while developing their brand
personality in the targeted marketplace and segment to meet their desired outcomes. These
challenges are fund, clutter and consistency in order make brand unique and profitable. There are
various other challenges such as brand purpose, marketing in recession, crisis management,
direct to customer and global reach (Ren, Gad and Bjørst, 2019).
Visual example of brand personality of a company
For example: brand personality of Apple is about passion, liberation, dreams and hopes,
imagination or innovation. Apple's brand personality is about providing power to public or user

by aesthetic technology. It is related with de cluttering and simplicity of lives of people. As well
as it branding strategy encompasses mainly on customer’s emotions and expectations. It centres
on individual's imaginations, lifestyle, hopes, passion, aspiration as well as empowering them
with advance technology. In today modern world, most of the customers are attracted by social
media branding that reflects brand personality which is consistent with own personal concept as
the result of this bond among brand or buyers is based on their needed self-concept instead of
their actual image. Many leading brands select to use a brand trait as tool to express personality
of brand as well as help their brand storytelling procedure (Apple: It’s All About the Brand,
2016). As every organisation requires a focused and clear brand personality to convey messages
with their online consumers. For example, in Apple, they use social media agency, post quality
video and creative pictures for story telling about their products which helps them in establishing
as well as emerging to build their brand genuine social media community in order to get better
results (Brand personality – How to make your brand stand out in the digital
world, 2021).
Illustration 1: A brand personality framework, 2021

(Source: A brand personality framework, 2021)
Brand personality has five dimensions that are as follows in the context of Apple -
Brand competence- This dimension represent the brand personality which are success,
reliability, expertise and intelligence. Such as Apple manufacture intelligent and reliable
products like I pad, Mac book, I phone, Ear pods, smart watches and other which make it differ
from other brands. As they make reliable product which add the value to customers as well as
increase their experience also.
Brand sincerity- In this dimension is representing brand personality and traits that are
cheerful, honest, genuine, and whole some. It is a trait which is directly associated with the
genuine, down to earth and honest as Apple is approved and accepted by public due it is
genuineness as well as its price are not low compare to other brand. As they produce great
quality electronic devices which enable customers to buy it in order to meet their expectations,
where as it is not the problem for company as they have great brand image for their quality
services and product so they sell their product at high price also (Wang, 2019).
Brand excitement- This dimensions contains traits such as imaginative, daring, playful as
well as spirited. It is traits like daring, cutting edge, innovation and spirited as Apple items have
a spirited and daring personality due to their display quality as well as screen dimensions.
Furthermore, Apple invest huge amount into deep research about customer preferences, trends,
technology and how they make their product more innovative in order to satisfied the
requirements of buyers. Such as they produce mobile phones, laptops, ear pods, smart watches,
Bluetooth speakers and many other electronic gadgets with innovative technology or smart
features.
Brand sophistication- In this dimensions, the brand personality traits include poise,
elegant, charming and refined. Products of Apple have better quality as well as perceived as
luxurious, elegant and glamorous. As their product are light-weighted, easy to carry, looking
classy and elegant which increases the experience of customers and force them to buy it again
lifelong. It also looks glamorous which add value in the personality of a person also and helps
them to stand out in the crowd (Apple's brand personality is about, 2021).
Brand toughness- This dimensions contains such traits like potent, forceful, powerful as
well as outdoorsy. Products and items are strong, tough and not easily break as well as durable or

reliable. So the customers don't buy the product every year and all products have toughened
glasses and are made up of better quality metallic product (Yang, Kim and Zimmerman, 2020).
(Source: Brand personality of Apple, 2021)
(Source: Apple's personality, 2016)
Illustration 2: Brand personality of Apple, 2021
Illustration 3: Apple's personality, 2016

In today world, customers prefer a brand by which they can relate and as match with their
personality. A brand personality has great impact on the choices of customers and trust. As they
want a product which is suitable and appropriate to their personality. It has been seen that most
of the people prefer to buy brands with unique and different dimensions of brand personality. It
helps the company to enhance their customer loyalty and trust for their brand as well as helps
them to promote it in the international market. The level of involvement and sensitivity change
the impact of brand personality on behaviour, action and preferences of customers. Such as
Apple has biggest brand image and loyalty over its competitors. As the result of this, Apple sells
its items which has a sense of style, excitement, radiate fun. As company sells liberty,
imagination, lifestyle, innovation, passion, power and aspirations to public. This defines how
Apple dived and worked into mobile phone market as well as win millions of hearts, minds and
funds.

CONCLUSION
As per above presented information, it has been concluded that brand and branding is a
important concept which helps an organisation to survive in competitive market. Brand is the
vast term which includes many elements such as brand image, personality, identity, value,
culture and many other. Brand identity plays most important role in developing a concept,
product and services of a company in the eye of their targeted customers. Brand personality has
the great impact on customer behaviour which helps company to attract large number of users
and retain them for life long.