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What is Brand identity (BRAND IDENTITY PRISM)

Date post: 12-Apr-2017
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Page 1: What is Brand identity (BRAND IDENTITY PRISM)

BRAND

Page 2: What is Brand identity (BRAND IDENTITY PRISM)

BRAND IDENTITY

Page 3: What is Brand identity (BRAND IDENTITY PRISM)

Definition

The brand’s identity is fundamental for consumer to recognize and symbolize the brand’s differentiation from competitors.

“A Brand is not the name of a product. Is the vision that drives the creation of products and services under that name. That vision, the key belief of the brands and its core values is called identity” (Kapferer, 2008)

Page 4: What is Brand identity (BRAND IDENTITY PRISM)

Brand Identity Prism

Page 5: What is Brand identity (BRAND IDENTITY PRISM)

PHYSIQUE• Is the set of the brand’s physical features, which are evoked in people’s minds

when the brand name is mentioned. Kapferer states that this aspect has to be considered in the basis of the brand.

Page 6: What is Brand identity (BRAND IDENTITY PRISM)

PERSONALITY• Is the brand’s character. This can be realized by using a specific style of writing, using

specific design features or using specific colour schemes. Also a celebrity can be used to vitalize a brand.

Page 7: What is Brand identity (BRAND IDENTITY PRISM)

CULTURE• Is the system of values and basic principles on which a brand has to base its behaviour

(products and communication). Many associations in this area are linked to the country of origin; McDonalds, appeals to American values, Mercedes-Benz to German values.

Page 8: What is Brand identity (BRAND IDENTITY PRISM)

Relationship• The strength of the relationship between the

brand and the customer.

• It may represent beliefs and associations in the human world. A brand can symbolize a certain relationship between people.

• Relationship aspect requires a brand manager to express the relationship his/her brand stands for.

(eurib, 2016)

Dominos gives free pizza to its customer if

the delivery time take more than 30

minutes.

Page 9: What is Brand identity (BRAND IDENTITY PRISM)

Reflection• What does the brand represent in the customers

mind or rather the customer mind-set as reflected on the brand.

• Reflection (of the consumer) makes reference to the stereotypical user of the brand and is the source for identification.

• When thinking in terms of reflection, in the case of Coca-Cola you could describe the consumer base as 15 to18 year olds (with values such as fun, sporty and friendship), while the actual target group of this brand is far broader.

Page 10: What is Brand identity (BRAND IDENTITY PRISM)

Self-image • How does the customer see himself when compared to the brand.

• Self-image is kind of a mirror the target group holds up to itself.

Apple users thinks that they are special

because it makes customers feel special.

Porsche driver who thinks others will think he is

rich because he can afford such a flash car

Page 11: What is Brand identity (BRAND IDENTITY PRISM)

NIKE BRAND IDENTITY PRISM

PHYSIQUE PERSONALITY

REFLECTION

CULTURERELATIONSHIP

SELF IMAGE

Product oriented Comfortable Quality and wide range of choices

Sporty unique Relates to motion and speed Trendy athletic

Comfort Trustworthy You run your day,

do not let it run you

Fitness Modern Technological Sport oriented

Competitive Youth Energy

Athletic image Loyal towards the

brand Cool and trendy

Page 12: What is Brand identity (BRAND IDENTITY PRISM)

JAGUAR BRAND IDENTITY PRISM

PHYSIQUE PERSONALITY

REFLECTION

CULTURERELATIONSHIP

SELF IMAGE

 gradient shades of silver, grey metallic

roaring jaguar face Iconic Design

strength, speed and relentlessness

Ambitious Dynamic

Trustworthy Strong Loyal Reliable

Luxury Modern Status quo Sophesticated

Provocative Aggressive Looking to be different Successful Modern

Quality oriented Exclusive Unique Prestigious Innovative Tech savvy

Page 13: What is Brand identity (BRAND IDENTITY PRISM)

• Brand Identity Prism enables brand managers to assess the strengths and

weaknesses of their brand using the six aspects of this prism.

• It also helps to find the ways of creating the brand loyalty and financial

value.


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