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
What is Design Risk? Jonathan Poland

What is Design Risk?

Design risk refers to the potential negative consequences that a business may face as a result of problems or issues…

Small Business Jonathan Poland

Small Business

A small business is a privately owned and operated company with a small number of employees and relatively low volume…

Accept vs Except Jonathan Poland

Accept vs Except

To accept is to consent, to receive or to believe something. Except means “not including.” Accept: to consent, to receive,…

Intellectual Capital Jonathan Poland

Intellectual Capital

Intellectual capital is the intangible value of an organization that is derived from the knowledge, skills, and expertise of its…

Project Stakeholder Jonathan Poland

Project Stakeholder

A stakeholder is anyone or any group that is impacted by a project. This includes individuals or teams who are…

Final Offer Jonathan Poland

Final Offer

A final offer, also known as a best and final offer, is a negotiation tactic in which a party submits…

Building Trust Jonathan Poland

Building Trust

To build trust, it is necessary to engage in ongoing behavior that helps people trust you. In general, people tend…

Product Quality Jonathan Poland

Product Quality

Product quality refers to the inherent characteristics of a product that determine its value to customers. It can include factors…

Risk Management Techniques Jonathan Poland

Risk Management Techniques

Risk management is the process of identifying, assessing, and prioritizing risks in order to minimize their potential impact on an…

Content Database

Strategic Planning Jonathan Poland

Strategic Planning

The strategic planning process is a systematic way for an organization to set its goals and develop the actions and…

Management by Exception Jonathan Poland

Management by Exception

Management by exception is a management technique that involves automating standard processes and empowering teams to handle routine business conditions.…

What is a Flagship? Jonathan Poland

What is a Flagship?

A flagship is a product or service that represents the best a company has to offer and is intended to…

Ambition Jonathan Poland

Ambition

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

Veblen Goods Jonathan Poland

Veblen Goods

Veblen goods are a type of consumer good that is perceived as being more valuable or desirable because of its…

Test Marketing Jonathan Poland

Test Marketing

Test marketing involves testing different marketing strategies or variations on customers in order to gather data and evaluate their effectiveness.…

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,…

Best Industries for Selling B2G 150 150 Jonathan Poland

Best Industries for Selling B2G

The best industries for companies that want to acquire a government contract or grant are those that are aligned with…

Alliance Marketing Jonathan Poland

Alliance Marketing

Alliance marketing refers to a strategic partnership between two or more organizations in which they agree to collaborate on marketing…