Product Identity

Product Identity

Product Identity Jonathan Poland

Product identity refers to the overall personality or character of a product. This can include the product’s features, benefits, and branding, as well as how it is perceived by customers. Marketing teams often think of products as having a distinct personality and identity in the market, and customers may describe products using the same words they would use to describe people. A strong product identity can help a product stand out in the market and can contribute to its success. Here are a few examples of product identity.  In each of these examples, the product’s features, benefits, and branding all contribute to its overall product identity.

  • A luxury car may have a product identity that is associated with elegance, performance, and exclusivity.
  • A sports drink may have a product identity that is associated with health, energy, and endurance.
  • A smartphone may have a product identity that is associated with innovation, functionality, and design.
  • A clothing brand may have a product identity that is associated with fashion, quality, and sustainability.
  • A toy may have a product identity that is associated with fun, creativity, and safety.

Product Identity vs Brand Identity
Product identity and brand identity are essentially the same concept. Brand identity is the far more common term. As such, product identity is the application of brand identity to a single product. This can be useful as products under the same brand many have unique identities.

Product Identity vs Product Positioning
Product identity is the concept behind a product framed in terms of target customer perceptions. In other words, it is the overall impression you want customers to have of a product. Product positioning is a unique and valuable market fit for a product. This can include identity and other factors such as price, quality and product experience.

Learn More
Real Estate Investing Jonathan Poland

Real Estate Investing

Real estate investing refers to the process of buying, owning, managing, and selling real estate properties for the purpose of…

Win-Win Negotiation Jonathan Poland

Win-Win Negotiation

Win-win negotiation is a collaborative approach to negotiation that focuses on finding mutually beneficial solutions for all parties involved. This…

Experience Goods Jonathan Poland

Experience Goods

Experience goods are products or services that are consumed through an experiential or participatory process. They are characterized by their…

Autonomous Technology Jonathan Poland

Autonomous Technology

Autonomous technology refers to technology that is capable of functioning independently and adapting to changing real-world conditions without human intervention.…

Employee Development Jonathan Poland

Employee Development

Employee development is the process of providing employees with learning and experience opportunities that support their career aspirations and the…

What are Tactics? Jonathan Poland

What are Tactics?

Tactics are short-term, immediate strategies that are designed to respond to fast-changing realities and situations. They are focused on taking…

Ambition Jonathan Poland

Ambition

Ambition is the drive and determination to achieve a particular goal. This can apply to any type of goal, including…

Perfect Competition Jonathan Poland

Perfect Competition

Perfect competition is a theoretical market structure in which a large number of buyers and sellers participate and no single…

Brand Equity Jonathan Poland

Brand Equity

Brand equity refers to the value that a brand adds to a product or service. It is the positive perception…

Content Database

Corrective Action Plan Jonathan Poland

Corrective Action Plan

A corrective action plan is a process designed to identify and address problems or issues within an organization. It involves…

Elevator Pitch Jonathan Poland

Elevator Pitch

An elevator pitch is a brief, persuasive speech that is used to quickly and simply explain an idea or concept.…

Employee Engagement Jonathan Poland

Employee Engagement

Employee engagement is a measure of how motivated, committed, and involved an employee is in their work. Research has shown…

Project Proposal Jonathan Poland

Project Proposal

A project proposal is a document that outlines a proposed project and presents it to potential sponsors or stakeholders for…

Channel Structure Jonathan Poland

Channel Structure

Market penetration is the percentage of a target market that purchased a company’s product or service over a period of time.

Commodity Risk Jonathan Poland

Commodity Risk

Commodity risk is the risk that changes in commodity prices may result in losses for a business. Commodity prices can…

IT Governance Jonathan Poland

IT Governance

IT Governance refers to the way in which an organization’s executive leadership manages and directs information technology. It is a…

Capital Expenditures Jonathan Poland

Capital Expenditures

Capital expenditures, also known as capital expenses or capex, refer to the money that a company spends to acquire, maintain,…

Quality Metrics Jonathan Poland

Quality Metrics

Quality metrics are measurements that are used to evaluate the value and performance of products, services, and processes. These metrics…