Brand Identity Prism •
Kepferer has developed a model of brand identity.
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Brand identity provides long-term perspective.
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To study the brand’s performance.
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To study the how to develop effective branding strategies.
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Brand Identity has six dimensions 1. Brand Physique 2. Personality 3. Culture 4.Relationship 5. Reflection 6. Self Image
KAPFERER’S BRAND IDENTITY PRISM
Strong brands are capable of weaving all aspects into an effective whole in order to create a concise, clear and appealing brand identity. Jean-Noël Kapferer
KAPFERER’S BRAND IDENTITY PRISM •
Professor Jean-Noël Kapferer represents brand identity diagrammatically as a six sided prism:
KAPFERER’S BRAND IDENTITY PRISM These six aspects
are divided into two dimensions:
The constructed source vs. The constructed receiver: A
well
presented
brand
has
to
be
seen
as
a
person,
(constructed source: physique and personality) and also as the stereotypical user (constructed receiver: reflection and self-image). Externalisation A
vs. İnternalisation :
brand has social aspects that define its external expression
(externalisation: physique, relationship and reflection) and aspects that are incorporated into the brand itself (internalisation: personality, culture and self-image).
The External/ Internal Brand Experience include The
External Brand Experience include
The
Internal Brand Experience include
Name
Business Process
Logo
Customer
Advertising
Brand Identity
Environments
Products & Service
Relations Brand Values Training Quality Staff Motivation Recruitment Policies Technology etc..
-Name -Advertising -Environments
-Logo -Brand Identity -Products & Service
-Business Process -Customer Relations -Brand Values -Training - Quality -Staff Motivation - Recruitment Policies -Technology etc..
Constructed Source E x t e r n a l i s a t i o n
I n t e r n a l i s a t i o n Constructed Receiver
KAPFERER’S BRAND IDENTITY PRISM Aspects of Brand Identity Prism
1. Physique –
The physique dimensions of the brand refers to the physical aspects.
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Which are evoked in people’s minds when the brand name is mentioned
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The physical aspects are usually embedded in the product.
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This include, name, colours, logos & packaging.
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It is tangible value added to the brand.
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Key questions regarding this aspects: •
What does the brand look like?
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What can a consumer do with it in terms of functionally?
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And how can it be recognized?
KAPFERER’S BRAND IDENTITY PRISM Aspects of Brand Identity Prism
1.
Physique
KAPFERER’S BRAND IDENTITY PRISM Aspects of Brand Identity Prism
1. Physique
KAPFERER’S BRAND IDENTITY PRISM 2. Personality –
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Either by design or by default, brand develops a character of its own. Brands often acquire personality traits because of spokespersons or endorses who are used in communication. Example,-This can be realized by using a specific style of writing, using specific design features or using specific colour schemes. Hyundai Santro’s spokesperson, Shah Rukh Khan has transferred his traitssmarts, fast, innovative, number one, energetic- to the endorsed brand.
KAPFERER’S BRAND IDENTITY PRISM 3. Culture –
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Culture consist of rites, rituals and values. Culture is the system of values and basic principles on which a brand has to base its behaviour (products and communication). Culture is the direct link between brand and organization. Many associations in this area are linked to the country of origin; Coca-Cola appeals to American values, MercedesBenz to German ones.
KAPFERER’S BRAND IDENTITY PRISM 4. Relationship –
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A brand can symbolize a certain relationship between people.
Relationship aspect requires a brand manager to express the relationship his/her brand stands for emotional, functional or aspiration delivery. HLL’s Annapurna, brand attempts to strike a connection with mother by becoming a companion who helps them to be good & .caring
For example, Lexus differentiates itself from BMW by giving its customers the red carpet treatment.
KAPFERER’S BRAND IDENTITY PRISM 5. Reflection •
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Reflection (of the consumer) makes reference to the stereotypical user of the brand and is the source for identification. Reflection of a brand may just be a smaller portion or segment of the intended target customer/market. When thinking in terms of reflection, in the case of Coca-Cola you could describe the consumer base as15 to18 year olds (with values such as fun, sporty and friendship), while the actual target group of this brand is far broader. Allen Solly’s positioning reflects its user as the typical young executive, but it is not to suggest that the brand is meant for them only.
KAPFERER’S BRAND IDENTITY PRISM 6. Self-image •
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Self image refers to how a customer sees himself in relation to the brand. Self image is a customer’s own self perception. It has two dimensions: the current and the desired.
Example, Louis Philippe shirts, customer wish to establish to themselves that they are part of the select ‘ upper crust’ group.
KAPFERER’S BRAND IDENTITY PRISM
