An exercise in identifying brand images

I was just reading a David Aaker reading on the Brand Identity System and he defines Brand Identity thus –

“Brand identity is a unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand sttands for and imply a promise to customers from the organisation members.”

Now this sets me thinking as to what ‘Jam’ the brand represents and what identity it has. As the brand strategist of brand ‘Jam’, the following are some of the brand associations that I would like to create/maintain –

A sweet, helpful chap
A good friend
Someone who likes to have a lot of fun, as long as it doesn’t hurt anyone else
Someone who takes his relationships seriously
Someone who is diligently trying to quit his nasty smoking habit

Now David Aaker goes on to define Brand Image as “how the brand is now perceived” and it is in this regard that I require the help of the regular readers of this blog. You people please take out some time, click on the comments link and let me know as to how brand ‘Jam’ is perceived out there.



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