The first formal models used for building brands strategies were created during the industrial era and were related to productive processes. These are the most popular ones, and although they have evolved along the years, they still maintain their original characteristics.

Iconic model

Most of these models were developed in the United States and the fact of America being a young continent has implied, in brand terms, a scheme of thought with iconoclastic features, based on the present and with a projection into the future.  This model considers current goals and future aspirations. Aspects such as history, traditions and culture have a very weak influence on it.

These are linear models with steps to be followed, one after the other. It is a huge machinery where the emphasis is set on the process. It is brand centred, and is viewed as a product, as an organisation, as a person and like a symbol.
For certain types of businesses these models are appropriate for the construction of their marketing strategy. McDonald’s or Virgin prioritize image, and therefore they become an example of this model.

Personal Model

The personal model is an old one and has its roots in Europe, possibly with the first sketches of marketing as we know them today. These models are based on values. Therefore they take history, traditions, and culture into account, and putting their emphasis on people, they evolve with them.
They take into account multi-dimensional characteristics of the company and its environment. Their standardization (each brand strategy is unique) is hard; in fact, they refer more to conceptual frames than standard methodologies.
They stress results and are people centred. They seek to convey values, take the organisation as a cultural feature, develop a sense of belonging and the “clever idea” is the one that generates admiration. Vodafone or Mercedes-Benz are a good example of this, since they prioritize identity.

Between the iconic and personal models

Both models are valid and each one has its own use and caters for certain kind of concrete needs in specific businesses. Probably the major challenge for this issue is centred in avoiding the election of the wrong model when deciding to work on the company’s brand strategy.