Brand Identity: Brand Image And Brand Identity

TITLE

BRAND IDENTITY

THE EVALUATION OF THE SHOPRITE BRAND’s IDENTITY vs. BRAND IMAGE

BY

THOBILE NOMBANGA

(14008246)

SUPERVISOR

ANNEMI STRYDOM

INSTITUTE

VEGA SCHOOL OF BRAND LEADERSHIP

COURSE

PART-TIME HONOURS DEGREE IN BRAND LEADERSHIP TABLE OF CONTENTS:

1. CHAPTER 1 – INTRODUCTION AND OVERVIEW OF STUDY

1.1 Introduction

1.2 Statement of Purpose

1.2.1 Problem Statement

1.2.2 Primary Research Question

1.2.3 Aim of Study

1.2.4 Secondary Research Questions

1.2.5 Secondary Research Objectives

1.3 Literature Review

1.3.1 Online Marketing

1.3.2 Brand Image

1.3.3 Brand Identity

1.3.4 David Aaker Identity Model

1.3.5 Jean-Noel Kapferer Brand Prism

1.3.6 Brand Alignment

1.3.7 Brand Equity

1.4 Possible Contributions to Study

1.5 Demarcations

For the purpose of this case study the discussed brands personality is based on the products or services the brand offers. The personality communicated to the consumer will differ to the consumer’s needs and perception. Shoprite Low price you can trust slogan can be seen as a helping hand to the bulk buyer and humble to the single mother of fours kids. The brands personality represented through the communication through online communication of the brands initiatives and how they go the extra mile to subsidises prices and fight inflation for the consumer to ensure they live up to the brands philosophy/mission customers to pay low prices on their basic food and household

2002). One cannot forget the associations created with the product are service wills always a role in defining the brands identity as they play a part in the brands choice in the mind of the consumer. It is valuable aspect to note that a brand can be associated to the product or services offered and can related to purchase point and functional or emotional benefit- which will be discussed further in the study. The consumer tends to link the product or service with the brands identity e.g. when one thinks of BP they think gas station. It the role of the brand strategist need to ensure that the when one considers a brand in the product perspective, the main elements considered are the product scope – referring to associations with the product class, product related attributes, quality and value, uses and use occasions and users (Aaker et al.