What is Brand Identity? Definitions Business Dictionary: The visible elements of a brand (such as colors, design, logotype, name, symbol) that together identify and distinguish the brand in the consumers’ mind. Investopedia: How a business wants a brand’s name, communication style, logo and other visual elements to be perceived by consumers. Kapferer’s Brand Identity Prism Model: The brand identity prism by Kapferer describes the brand through six different facets. The identity of a brand describes what makes it stand out and special, as well as the attractiveness of the brand. By the brand’s physique the physical appearance is meant. This includes a prototype of the brand: the product that represents the brand’s qualities.The brand personality connects the brand with human characteristics to differentiate. It is the way a brand speaks to its customers.Every brand tries to build a relationship with its customers. This relationship is more obvious for service brands, but product brands like Porsche and Morgan build relationships with their clients The question here is what role does the brand occupy in the relationship. It could be being a friend or being dominant.The culture of the company is reflected by the values the brand is communicating. Values can be linked for example to the origin of the company and their heritage.The reflection of a brand can be seen as the typical user of the product it is the outward mirror of the brand. It therefore often gets confused with the target market.The self-image is the way customers see themselves when using the brand and how this makes them feel. (Kapferer, 2012) Pic Courtesy: Marketing91 What are the top 3 things that make customers loyal to a brand? Quality – Quality in business, engineering and manufacturing has a pragmatic interpretation as the non-inferiority or superiority of something; it is also defined as fitness for purpose.  Quality is a perceptual, conditional, and somewhat subjective attribute and may be understood differently by different people. Customer Service – The process of ensuring customer satisfaction with a product or service. Often, customer service takes place while performing a transaction for the customer, such as making a sale or returning an item. Customer service can take the form of an in-person interaction, a phone call, self-service systems, or by other means. Price – For many consumers, price is a very important attribute. The attribute price can indeed be more important on decision making than that of quality, brand name and others. We can conclude that consumer consideration to decide product brand is mainly based on price. The main question is how consumer brand decision is effected by price fluctuations. Does consumer move to another brand as price rises? Branding Gone Bad : Pizza Hut Tries to Lose the Pizza For some bizarre reason, Pizza Hut made an attempt to rebrand in 2009 by calling themselves “The Hut.” As a result, the fast food chain received a significant amount of ridicule from the public, and had to revert back to the original name. Although the company may deny rumors regarding the name change, photographic evidence of the redesigned logo are still circulating online. When British Airways Removed the Union Jack In 1997, British Airways executive Bob Ayling stated, “Perhaps we need to lose some of our old-fashioned Britishness and take on board some of the new British traits.” The company then embarked on a project that saw the Union Jack tail fin flag being replaced with other designs. After receiving numerous complaints from customers, this decision was reversed in 2001 when Ayling was replaced by Rod Eddington, and the Union Jack was once again painted on the fleet’s tail fins. Source: Six Examples of Branding Gone Wrong How Important is Brand...

E-Commerce Business Models – Highly Recommended Internet User Statistics in India: 100 Million unique internet users 25 Million Facebook users 20 Million Youtube users 10 Million tweeters Ecommerce market size: 46520 Crores Role of Trade and Commerce: Trade and commerce play a decisive role in boosting up a country’s economy. An economy is said to expand only when a country concentrates on bringing a radical change in its commercial activities. Needless to say, the invention of computers and computer based services, has revolutionized the industry of commerce, where trading is done online. The emergence of “E-Commerce” is a real benefit bestowed on the traders to sell their merchandise in a popular platform called internet. E-commerce has overturned the history of retail selling market, due to the unanimous support of the consumers. Lifestyle Changes: The changing life styles of consumers have led to the evolution of e-commerce as an appealing alternative to terrestrial retail network. Everything has been made simple and easy. All kinds of services are available for the consumer at a mouse click’s distance. Internet gives him the privilege and liberty to happily surf through the net, from the cool confines of his house, to finalize and order a product or service of his choice. Payment systems are again made easy, through PayPal or credit or debit cards, electronically verified and authorized. So, why would consumers wait in a long queue to avail a specific service or drive down to the market place for purchasing their merchandise anymore, when e-commerce presents them all in a platter at their door steps? The Internet – Virtual Market Place: Internet serves as the virtual market place, where exchange of goods and services are quick and convenient. Many big corporate companies have started selling their products online, to manage the stiff competition posed by other competitors and small online vendors. Online presence is necessary to accelerate your profits and retain your market share. Through e-commerce, you also stand a chance to win over the interests of various sections of a society because of global internet penetration. The following list would give you a fair idea about the extensive penetration of e-commerce cutting through various economic layers. You can compete globally with other big merchants, as this is a virtual market arena, devoid of any geographical boundaries. Your prerequisite would be a computer terminal with high speed internet connection and a valid bank account. Electronic fund transfer through Real Time Gross Settlement and Net Banking, through which you are able to receive and transfer funds immediately. Online business works round the clock, so you are accessible 24/7, that really helps you to increase your sales and thus your profit margins. There is no need for credit sales, until and unless you have a dealer network to which you have to extend credit facilities. Payment of tax, electricity bills, telephone bills are now made online through the internet. Firms are able to cut down their costs, in terms of infrastructure, marketing, holding inventory, customer relationship management, information processing etc. , The highlight is, you also get instant feedback on the price and other features of your product or service, that helps you to employ pricing and promotional strategies. Travel industry, consumer electronics, shipping industry, Companies producing fast moving consumer goods, car rentals and so many other industries are thriving in the web market, thanks to e-commerce. Talking about the shortcomings, I must say that internet has not touched millions of people yet across the globe, to enable them to enjoy the benefits and privilege of this new economic system-commerce may not suit certain sectors of business like perishable food items, where time is an...