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Prof. Vikram Parekh on Brand Management
Brand Management
2Brand Identity
Prof. Vikram Parekh on Brand Management
Brand Identity
What is Brand Identity?
The Identity Structure
Four Brand Identity Perspectives
Providing a Value Proposition
Providing Credibility
Brand-Customer Relationship
Working with Multiple Identities
Brand Identity Prism
Prof. Vikram Parekh on Brand Management
Brand Identity
What is Brand Identity?
The Identity Structure
Four Brand Identity Perspectives
Providing a Value Proposition
Providing Credibility
Brand-Customer Relationship
Working with Multiple Identities
Brand Identity Prism
Prof. Vikram Parekh on Brand Management
Customers must recognize that you stand for
something
They laughed when I sat down at the piano – but
when I start to play . . .
Brand Identity
Prof. Vikram Parekh on Brand Management
A person’s identity serves to provide
direction, purpose, and meaning for that
person. Consider how important the
following questions are: What are my core values?
What do I stand for?
How do I want to be perceived?
What personality traits do I want to project?
What are the important relationships in my life?
What is Brand Identity?
A brand identity similarly provides
direction, purpose and meaning for the
brand
Prof. Vikram Parekh on Brand Management
What is Brand Identity?
“Brand identity is a unique set of associations
that the brand strategist aspires to create
or maintain. These associations represent
what the brand stands for and imply a
promise to customer from the
organization members”
David Aaker
Prof. Vikram Parekh on Brand Management
What is Brand Identity?
Prof. Vikram Parekh on Brand Management
What is Brand Identity?
• Eg. Lets take a company that has a very strong brand
identity
• Adidas is known to be one such company
• The brand strongly perceives itself to be a sporty, daring,
smart and enduring brand.
• If we look at the slogan, it says “impossible is nothing”
which shows what the brand means to itself
• The brand has a logo which is highly popular.
• The brand holds a product portfolio which calls for excellent
engineering, comfort and being futuristic
• This is what the company wants to show to the customer,
that is; this is what Adidas is
Prof. Vikram Parekh on Brand Management
What is Brand Identity?
• Dove wants to create and identify purity.
• It calls itself a pure soap
• Now if you notice, Dove soap and facewash are white in colour
• The sigh of the dove is a white bird which itself is a symobol of
peace and purity
• In a world of hype and stereotypes, Dove provides a refreshingly
real alternative for women who recognise that beauty comes in all
shapes and sizes
Prof. Vikram Parekh on Brand Management
What is Brand Identity?
• There are many ways through which a brand
puts forward its identity. They are:
Logos
Signs
Slogans
Symbols
Organizational mission and vision statements
Mascots
Product ragne
Product usages, etc
Prof. Vikram Parekh on Brand Management
What is Brand Identity?
Brand identity is a unique set of brand
associations
Brand identity should help establish a
relationship
Brand identity consists of 12 dimensions
organized around 4 perspectives:
1.Brand as product
2.Brand as organization
3.Brand as person
4.Brand as symbol
Prof. Vikram Parekh on Brand Management
Brand Identity
What is Brand Identity?
The Identity Structure
Four Brand Identity Perspectives
Providing a Value Proposition
Providing Credibility
Brand-Customer Relationship
Working with Multiple Identities
Brand Identity Prism
Prof. Vikram Parekh on Brand Management
Brand Identity Planning Model
STRATEGIC BRAND ANALYSIS
Customer Analysis Competitor Analysis Self-Analysis
Trends
Motivation
Unmet needs
Segmentation
Brand image/identity
Strengths, strategies
Vulnerabilities
Existing brand image
Brand heritage
Strengths / Capabilities
Organization values
STRATEGIC BRAND ANALYSIS
BRAND IDENTITY SYSTEM
BRAND IDENTITY IMPLEMENTATION SYSTEM
Prof. Vikram Parekh on Brand Management
Brand Identity Planning Model
BRAND IDENTITY SYSTEM
BRAND IDENTITY
Brand as product Brand as Organ Brand as person Brand as symbol
1. Product scope
2. Product attributes
3. Quality / value
4. Uses
5. Users
6. Country of orgin
7. Organization attributes (e.g. innovation, consumer concern, trustworthiness)
8. Local vs global
9. Personality (e.g. genuine, energetic, rugged)
10. Brand –customer relationships (e.g. friend, adviser)
11. Visual imagery & metaphors
12. Brand heritage
VALUE PROPOSITION CREDIBILITY
Functional benefits Emotional benefits Self-expressive benefits
Support other brands
BRAND – CUSTOMER RELATIONSHIP
Extended
Core
Prof. Vikram Parekh on Brand Management
Brand Identity Planning Model
BRAND IDENTITY IMPLEMENTATION SYSTEM
BRAND POSITION
Subset of the brand identity and value proposition
At a target audience
To be actively communicated
Providing competitive advantage
EXECUTION
Generate alternatives Symbols and Metaphors Testing
TRACKING
Prof. Vikram Parekh on Brand Management
THE IDENTITY STRUCTURE
Brand identity consists of a core identity
and an extended identity
Core
Identity
Extended
Identity
Prof. Vikram Parekh on Brand Management
THE IDENTITY STRUCTURE
The CORE Identity
It represents the
timeless essence of the
brand.
Johnson & Johnson –
trust and quality,
Rubbermaid – value and
innovation, Michelin –
advanced technology
tires
Prof. Vikram Parekh on Brand Management
THE IDENTITY STRUCTURE
The EXTENDED Identity
It provides texture &
completeness.
The core identity of an
insurance company –
delivering “peace of mind”
and the extended identity
can be Strength (Prudential
or Fortis), Planning ahead for
retirement or emergencies
(Fireman’s Fund), and
Personal caring & concern
(Allstate, State Farm)
Prof. Vikram Parekh on Brand Management
THE IDENTITY STRUCTURE
Prof. Vikram Parekh on Brand Management
THE IDENTITY STRUCTURE
A Nike Brand IdentityThe CORE Identity
• Product thrust: sports and fitness
• User profile: top athletes, plus all those interested in fitness & health
• Performance: performance shoes base on technological superiority
• Enhancing lives: enhancing peoples lives through athletics
The EXTENDED Identity
• Brand personality: exciting, provocative, spirited, cool, innovative, and aggressive; into health and
fitness and the pursuit of excellence
• Basis for relationship: hanging out with a rugged, macho person who goes for the best in
clothing, shoes, and everything else
• Subbrands: Air Jordan and many others
• Logo: “swoosh” symbol
• Slogan: “Just do it”
• Organizational associations: connected to and supportive of athletes and their sports; innovative
• Endorsers: top athletes, including Michael Jordan, Andre Agassi, Deion Sander, Charles Barkley,
and John McEnroe
AMUL : Aaker’s Model
Extended
Available
Food
Brand
Essence:
Core
Value
Taste
IndianQuality
Pride
Variety
Milk
Prof. Vikram Parekh on Brand Management
Brand Identity
What is Brand Identity?
The Identity Structure
Four Brand Identity Perspectives
Providing a Value Proposition
Providing Credibility
Brand-Customer Relationship
Working with Multiple Identities
Brand Identity Prism
Prof. Vikram Parekh on Brand Management
4 Brand Identity Perspective
Brand as a product
Brand as organization
Brand as person
Brand as symbol
Prof. Vikram Parekh on Brand Management
The Brand as a ProductAlthough strategists should
avoid the product-attribute
fixation trap, product-related
associations (like product
attributes, country of origin,
quality, uses, users, etc) will
almost be an important part of
a brand identity
The Product Scope
Visa (Credit card), Compaq
(Computers), Nokia (Phone),
Coca Cola (Soft drink), Laxme
(beauty products), Motorola
(mobiles), Kwality Walls (ice
creams), Bandaid (antiseptic
bandages)
FOUR Brand Identity Perspectives
Prof. Vikram Parekh on Brand Management
The Brand as a Product
Product-related Attributes
McDonalds (Product
Consistency), Virgin Airlines
(free limousine service),
Samsung (health portfolio with
bio-fresh technology in
refrigerators), LG (golden eye
technology)
FOUR Brand Identity Perspectives
Prof. Vikram Parekh on Brand Management
The Brand as a Product
Quality / Value
Gillette (The Best a Man
Can Get), Starbucks
(provides finest coffee in
the world with integrity
and consistency), Loreal
uses the slogan Because
you are worth it, to
show its focus on high
class and quality
products
FOUR Brand Identity Perspectives
Prof. Vikram Parekh on Brand Management
The Brand as a Product
Associations with Use Occasion
Nike (owns the use context of
athletes looking to sustain a
high level of performance)
Clorox bleach (strongly
associated with the whitening
of cloth), like Ujala in India
FOUR Brand Identity Perspectives
Prof. Vikram Parekh on Brand Management
The Brand as a Product
Associations with Users
Eddie Bauer, for
example, offers
contemporary fashions
for the person with an
outdoor lifestyle. Gerber
focuses on babies
FOUR Brand Identity Perspectives
Prof. Vikram Parekh on Brand Management
The Brand as a Product
Link to a Country or Region
Swatch watches is seen as
Swiss, Mercedes, BMW, Opel,
Porsche and Audi (German
car as highly engineered
luxury automobiles),
Champagne means France,
Bloomingdale’s means New
York, Maruti, TATA, Infosys,
Wipro (represent India)
FOUR Brand Identity Perspectives
Prof. Vikram Parekh on Brand Management
The Brand as ORGANIZATION It focuses on the attributes of the organization
rather than the product or service
This perspective include organizational
associations such as innovation and care for
customers
It also includes the local versus global
dimension
E.g. 3M (organizational attributes as
innovation), Johnson & Johnson (a drive for
quality), TATA (quality and assurance) markets
all its products under the TATA umbrella, each
product establishes in the mind the same brand
identity of quality and assurance as other TATA
products
FOUR Brand Identity Perspectives
Prof. Vikram Parekh on Brand Management
The Brand as PERSON This is a 3rd perspective and includes the brand personality
dimension as well as the brand customer relationship dimension.
A brand personality suggest that there is a set of human
characteristics that can be associated with the brand like gender,
age, warmth, honesty, integrity, ruggedness, sophistication,
concern, etc
Brand personality is so useful that it is considered as a separate
element of Brand management
Firstly, Brand personality can become a vehicle for customer to
express his / her own identity. E.g., Harley-Davidson projects a
personality that is masculine, macho and freedom seeking
Next, just as human personalities affect the relationships between
people, brand personalities can be the basis of a relationship
between customer and brand, bands and insurance companies
try to show a friendly, competent and helpful personality to
attract the customers
Thirdly, a brand personality may help in communicating the
product attribute and thus contribute to a functional benefit. E.g.,
MRF muscle man show the strength of the product
FOUR Brand Identity Perspectives
Gujarat Ambuja Cement
Prof. Vikram Parekh on Brand Management
The Brand as PERSON Upscale (Mercedes), competent
(SONY), impressive, trustworthy (Birla
Group), fun (Disney), active (Nike),
humorous, casual (Apple), formal
(Doordarshan), youthful (MTV), or
intellectual (CNBC)
Apple user might identify himself or
herself as casual, anti-corporate, and
creative. Dell computer might be
professional who helps with the tough
jobs; Levi Strauss a rugged outdoor
companion; Mercedes-Benz an
upscale, admired person; Hallmark a
warm, emotional relative
FOUR Brand Identity Perspectives
Prof. Vikram Parekh on Brand Management
The Brand as SYMBOL
A strong symbol can provide cohesion and
structure to an identity. Symbols involving
visual imagery can be memorable and
powerful. Nikes “Swoosh”, the McDonalds
golden arches, the Kodak yellow, the
Mercedes-Benz emblem.
Symbols are more meaningful if they involve
a metaphor. The prudential rock is a
metaphor for strength (Gujarat Ambuja
Cement), Good Hands logo for reliable (LIC),
Green leafs for freshness (Reliance fress)
A vivid, meaningful heritage can represent
the essence of the brand.The U.S. Marines
draw on a rich, stored legacy with the tag
line “the few, the proud, the Marines.”
FOUR Brand Identity Perspectives
Gujarat Ambuja Cement
Prof. Vikram Parekh on Brand Management
• Bajaj’s metamorphasis into a successful
motorcycle major came with a change in its
brand identity too. The 40 year old hexagonal
shaped logo was changed to a fresher abstract
B
• It represents style, technology, speed and
transparency
• Its blue colour represents Bajaj’s strength and
stabililty
• While Logotype is all capital Bajaj, whose look
presents perfection and precision engineering
• The slogan ‘distinctively Ahead’ projects its
philosophy of being distinct from others
• Bajaj’s older logo was ‘Humara Bajaj’ which
projected it as a possession of the whole family
FOUR Brand Identity Perspectives
Prof. Vikram Parekh on Brand Management
Brand Identity
What is Brand Identity?
The Identity Structure
Four Brand Identity Perspectives
Providing a Value Proposition
Providing Credibility
Brand-Customer Relationship
Working with Multiple Identities
Brand Identity Prism
Prof. Vikram Parekh on Brand Management
PROVINDING VALUE PROPOSITION
A brands value proposition is a statement
of the functional, emotional and self-
expressive benefits delivered by the
brand that provide VALUE to the
customer. And effective value proposition
should LEAD to a brand-customer
relationship and DRIVE purchase decisions
Prof. Vikram Parekh on Brand Management
Functional Benefits• A benefit based on a product attribute that
provides functional utility to the customer
• For laser printers, functional benefits might be
their speed, resolution, quality, paper capacity,
or lack of downtime
• Volvo is a safe, durable car because of its
weight and design
• Huggies deliver comfort and fit, so leaks
are reduced.
• A BMW car handles well, even on ice
• Coke provides refreshment and taste
• Limitations of functional benefits: Product-
attribute fixation TRAP
PROVINDING VALUE PROPOSITION
Prof. Vikram Parekh on Brand Management
Self Expressive Benefits We are what we have
Products & Brands can become symbols of a
persons self-concept
A brand can thus provide a self-expressive
benefit
A person may define himself or herself as:
Hip by buying fashions from the Gap
Sophisticated by using Ralph Lauren
perfume
Successful and powerful by driving a
Lincoln
Competent by using Microsoft Office
PROVINDING VALUE PROPOSITION
Prof. Vikram Parekh on Brand Management
Brand Identity
What is Brand Identity?
The Identity Structure
Four Brand Identity Perspectives
Providing a Value Proposition
Providing Credibility
Brand-Customer Relationship
Working with Multiple Identities
Brand Identity Prism
Prof. Vikram Parekh on Brand Management
Brand some times plays an
endorser role
Nike play endorser roles for
Nike Air Jordan
Chevrolet for Chevrolet
Spark
Kellogg’s for Kellogg’s Corn
Flakes, and
Sony for Sony Walkman
Maruti for Maruti Swift
Endorser brand’s primary role is
to provide CREDIBILITY for the
sub brand rather than a VALUE
PROPOSITION
PROVINDING CREDIBILITY
Prof. Vikram Parekh on Brand Management
Brand Identity
What is Brand Identity?
The Identity Structure
Four Brand Identity Perspectives
Providing a Value Proposition
Providing Credibility
Brand-Customer Relationship
Working with Multiple Identities
Brand Identity Prism
Prof. Vikram Parekh on Brand Management
It can be based upon a value proposition
Many brand – customer relationship emerge when
the brand is considered as an organization or as a
person
Organizational associations (such as concern for
consumers or for the environment) might translate
into a respect or liking that forms the basis for a
relationship.
Brand – Customer Relationship
Prof. Vikram Parekh on Brand Management
STRATEGIC BRAND ANALYSIS
Customer Analysis Competitor Analysis Self-Analysis
BRAND IDENTITY SYSTEM
BRAND IDENTITY
Brand as product Brand as Organ Brand as person Brand as symbol
VALUE PROPOSITION CREDIBILITY
Functional benefits Emotional benefits Self-expressive benefits
Support other brands
BRAND – CUSTOMER RELATIONSHIP
Extended
Core
BRAND IDENTITY IMPLEMENTATION SYSTEM
BRAND POSITION
Subset of the brand identity and value proposition
At a target audience
To be actively communicated
Providing competitive advantage
EXECUTION
Generate alternatives Symbols and Metaphors Testing
TRACKING
Prof. Vikram Parekh on Brand Management
Brand Identity
What is Brand Identity?
The Identity Structure
Four Brand Identity Perspectives
Providing a Value Proposition
Providing Credibility
Brand-Customer Relationship
Working with Multiple Identities
Brand Identity Prism
Prof. Vikram Parekh on Brand Management
In some cases, a brand identity is
so persuasive and universal that it
will work in all markets.
British Airways expects its “World’s
Favorite Airline” tag line to work
throughout the world.
Coca-Cola also has long used a core
identity across segments and
countries.
The Levi’s identity needs to be
adapted to Europe and Japan
(where it is seen as “them” rather
than “us”, and upscale rather than
utilitarian)
MULTIPLE BRAND IDENTITIES
Prof. Vikram Parekh on Brand Management
Brand Identity
What is Brand Identity?
The Identity Structure
Four Brand Identity Perspectives
Providing a Value Proposition
Providing Credibility
Brand-Customer Relationship
Working with Multiple Identities
Brand Identity Prism
Prof. Vikram Parekh on Brand Management
BRAND IDENTITY PRISM
Kapferer uses an identity
prism to describe bradn
identity from a sender
perspective and receiver
perspective in 6
dimensions
The left side of the prism
is intended to project
outward nad externalize
the brand, its physique,
relationship and
reflection
The right dimensions
transfer in, internalizing
the brand
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CultureSet of values feeding
the brand inspiration
PersonalityCharacter
Self – image Own internal mirror
PhysiqueSalient objective features
RelationshipTransactions & exchanges
ReflectionCustomers outward mirror
Prof. Vikram Parekh on Brand Management
BRAND IDENTITY PRISM
Physique of the Brand (EXTERNALIZATION)
This is the backbone, the most comprehensible value of the
brand. It consists of external attributes, forms and colours
A brand’s physical quality, its physique, is made up of a
combination of either salient objective features or emerging
ones
The first step in developing brand is to define its physical
aspect: what it is, what it does and what it looks like.
Modern packaging tends to standardize brands, making them
all clones of one another. This is why Coca-Cola uses the image
of its traditional bottle: to remind Coke fans of its roots
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CultureSet of values feeding
the brand inspiration
PersonalityCharacter
Self – image Own internal mirror
PhysiqueSalient objective features
RelationshipTransactions & exchanges
ReflectionCustomers outward mirror
Prof. Vikram Parekh on Brand Management
BRAND IDENTITY PRISM
Personality of the Brand (INTERNALIZATION)
Creating a personality aims to describe the brand in
such a way that it is possible to associate how the
brand would be as a person. Personality is the brad’s
soul.
The simplest method is to give the brand a real or
symbolic spokesperson. Since a brand gradually builds
up character through communication, it has a
personality of its own
The way a brand speaks of its products or services
shows what kind of person it would be if it were human
E.g., Amul chose the friendly moppet which is still very
popular. MRF chose the muscleman to signify its
strength. Pillsbury chose the doughboy to convince
mothers to try ready made dough
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CultureSet of values feeding
the brand inspiration
PersonalityCharacter
Self – image Own internal mirror
PhysiqueSalient objective features
RelationshipTransactions & exchanges
ReflectionCustomers outward mirror
Prof. Vikram Parekh on Brand Management
BRAND IDENTITY PRISM
Culture of the Brand (INTERNALIZATION)
The culture aspect includes both the culture
that the physical product communicates and
the messages carried in the media
This is the key to understanding the
differentiating various brands, for e.g.,
communicating the country of origin or the
connection between the brand and the
company through use of the same name
Brands like Coca-Cola, IBM , TATA motors first
small car TATA Indica to establish the identity
of a completely Indian car, even for TATA
Nano
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CultureSet of values feedingthe brand inspiration
PersonalityCharacter
Self – image Own internal mirror
PhysiqueSalient objective features
RelationshipTransactions & exchanges
ReflectionCustomers outward mirror
Prof. Vikram Parekh on Brand Management
BRAND IDENTITY PRISM
Brand as Relationship (ENTERNALIZATION)
The brand is often a relationship when it acts as
an intermediary in an exchange between tro
people
This is true of both products and services, but
primarily services, which are by definition a
relationship. The relationship binds together the
brand and its customers
E.g., Nike relates to specific cultural values, to the
Olympic Games and to the glorification of the
human body. It also suggests another relationship,
based on provocation, it encourages us to let
loose: Just do it.
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CultureSet of values feedingthe brand inspiration
PersonalityCharacter
Self – image Own internal mirror
PhysiqueSalient objective features
RelationshipTransactions & exchanges
ReflectionCustomers outward mirror
Prof. Vikram Parekh on Brand Management
BRAND IDENTITY PRISM
The Self-image of the Brand (INTERNALIZATION)
This comprises of the consumer’s inner image of the brand.
The consumer creates a relationship to himself through the
brand, as an internal mirror
These dimensions define not only the brand identity, but also
the limits of the aspects that can be changes or developed,
that it, one aspect can be mirrored in anotherEXT
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CultureSet of values feedingthe brand inspiration
PersonalityCharacter
Self – image Own internal mirror
PhysiqueSalient objective features
RelationshipTransactions & exchanges
ReflectionCustomers outward mirror
Prof. Vikram Parekh on Brand Management
BRAND IDENTITY PRISM
Brand as a Reflection (ENTERNALIZATION)
A brand will always tend to build up a reflection or an image of
the buyer or user, which it seems to be addressing; thus a brand
is a reflection
This reflection is not to be confused with the target segment of
the brand. Whereas the target segment is the group of potential
purchasers of the brand, the brand as a reflection displays the
image that the consumer wants to be seen after purchasing or
using the brand
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CultureSet of values feedingthe brand inspiration
PersonalityCharacter
Self – image Own internal mirror
PhysiqueSalient objective features
RelationshipTransactions & exchanges
ReflectionCustomers outward mirror
Prof. Vikram Parekh on Brand Management
BRAND IDENTITY PRISM
These 6 facets, as well as the boundaries, define the identity of a brand.
These facets are interrelated and form a well-structured entity. Thus, the
content of one facet echoes that of another.
Since brands can only exist if they communicate, the prism concept derives
from the assumption that brands have the gift of speech
The facets to the left – physique, relationship and reflection – are the social
facets, which give the brand its outward expression. All 3 are visible facets
To the right, the facets are personality, culture and self-image, which are
incorporated within the brand self, within its spiritEXT
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CultureSet of values feedingthe brand inspiration
PersonalityCharacter
Self – image Own internal mirror
PhysiqueSalient objective features
RelationshipTransactions & exchanges
ReflectionCustomers outward mirror
Prof. Vikram Parekh on Brand Management
BRAND IDENTITY PRISMEXT
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CultureSet of values feeding
the brand inspiration
PersonalityCharacter
Self – image Own internal mirror
PhysiqueSalient objective features
RelationshipTransactions & exchanges
ReflectionCustomers outward mirror
Prof. Vikram Parekh on Brand Management
Sample BRAND IDENTITY PRISM
CultureAristocratic ideals
Sophistication & simplicity
Sport and classicism
Individualism
PersonalityWell balanced
Authentic
Serene
Self – image I am discreetly elegant
I am always correct although casual
PhysiqueCrocodile
Colours
RelationshipValorisation
Accessible
ReflectionThey are non-conspicuous
men and women having
real class
LacosteShirt 12x12
(Chic)
Prof. Vikram Parekh on Brand Management
Sample BRAND IDENTITY PRISM
CultureTypical
Discreet
American
Luxury
PersonalityAmerican way of life
Boston elitism
Self – image I belong to my time
I am fashionable
I am the elite
PhysiqueSelf-assured, dynamic
Proud, energetic
RelationshipSocial, Distinctive
Exclusive
ReflectionThey are comfortable, young men
of good social standing, nice
rich: ideal son-in-law
Ralph LaurenPolo
(SUCCESS)
Prof. Vikram Parekh on Brand Management
Physique :
Taste, QualityPersonality :
Simple, Indian
Self-Image :
Proud Indian, Fun lovingReflection :
Value Oriented
Culture :
Co-operative, Sharing
Relationship :
Sociable
AMUL : Kapferer’s Prism
AMUL
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Prof. Vikram Parekh on Brand Management
Mahindra Bolero
Physique:
Good looking rugged vehicle
with car like comfortPersonality :
Young, Vibrant
Sophisticated
Self-Image :
Free
Someone who enjoys life
Reflection :
Yappy, City dweller
and sporty
Culture :
Breaking free with a
modern outlook
Someone who pushes
very hard
Relationship:
Fun outdoor
companion
Mahindra
BOLERO
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Prof. Vikram Parekh on Brand Management
Mahindra Scorpio
Physique :
International
looks; power car
like comfort
Personality :
Powerful; in-control;
sophisticated
Self-Image :
Cut above, expect the best from life
because nothing else will do
Reflection :
Successful new economy business
Man, self made
Culture :
Living life at one’s
own terms
Relationship :
An extension of his
life style. Young, modern,
premium, city companion
Mahindra
SCORPIO
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Prof. Vikram Parekh on Brand Management
The understanding and management of brand identity are
keys to building strong brands and thus creating brand
equity. We have learned an overview of brand identity – in
other words, what a brand stands for.
A brand identity potentially consists of 12 elements
organized around 4 perspectives: the brand as product,
organization, person & symbol. The brand identity
structure includes a core and extended identity
The Brand Identity Prism has six facets: Physique,
Relationship, Reflection, Personality, Culture, & Self-image
R E C A P: Brand Identity