Comments on Rahul: Brands: Is it possible to have multiple brand iden...

Hi Daalchini,Thanks for your comment. I totally ag...

2007-06-14T16:46:00.000-07:00

Hi Daalchini,

Thanks for your comment. I totally agree with you that the same brand can mean two different things to different people and that was exactly the question I wanted to explore with this post as to whether it is possible for a company to pull this off successfully or not. I believe that it is possible, but only to an extent. I believe that when convergence comes this might become much more of a possibility.

Any way, I am still not very sure and the only way to find out is for companies to try this. According to what you say, Raymonds has been able to do this successfully. More power to them I say.

Brand, like most of the things, is in the mind. Wh...

2007-06-14T12:02:00.000-07:00

Brand, like most of the things, is in the mind. When the people who should be buying the product more or less have the same perception the brand is formed.

But, a brand can also signify two different meanings to two diff types of buyers. Raymond's if you notice has very strategically become a brand with 2 personalities. there is one for the older men which is conservative and then there is this new persona which is about the metrosexual male or the alpha male. even their ad campagins also range from old men with conservative styles to the ultrasuccessfull picking up puppies. they have done a good job there.

If you get a chance you should visit their exlcusive outlest like the one in Phoenix mills mumbai and you can see the difference clearly. Fortunately they have maanged this without creating any confusion.

hello! nice. the middle way makes sense. i think -...

2007-05-31T02:47:00.000-07:00

hello!

nice. the middle way makes sense.

i think - as i was trying to get across in my post - that you're right.

So there is always a collective idea of a brand, and then you have a personal reaction to that collective perception.

So let's take a brand like porsche. It has premium assocations, high performance, luxury and cool.

Everyone is aware of these associations, but people may well have negative perceptions of the brand regardless. I think Jon Steel talks about that in Perfect Pitch a bit.

Thanks for your comment. Perhaps we are getting to...

2007-05-31T02:23:00.000-07:00

Thanks for your comment. Perhaps we are getting too hung up on definitions. Yes, till now the theory does say that Brand Identity is a singular thing.

What I am curious about is whether it is possible to create different identities for different segments of the population. Basically, can a situation exist in which you have your singularity but different segments have different singular ideas about the brand.

Why not, if it helps you sell more? Why not try and build Mc Donalds identity around fast food in the US and as a hip happening place to be in India?

Whether it is possible to actually create such multiple brand identities I don't know for there are both arguments for and against it. Given the fact that man is a social animal, trying to go for multiple brand identities might just ending up diluting the brand leaving the consumer confused as to what the brand really stands for.

However,in cases where segments do not typically observe the brand in a different environment or interact with each other it might be possible. I am not passing a judgement either way, I just wanted to conjecture and explore, that was the intent of writing this post.

Brand identity is something which a marketer aspir...

2007-05-31T01:58:00.000-07:00

Brand identity is something which a marketer aspires how his brand should be perceived by its customers.Basically, how a brand should be.A brand is not supposed to have different BRAND IDENTITIES. Branding is concept based on singularity. Image of a brand may be subjective but not the identity. So there is no question for a brand to have different identities.