kapferer lbrand-identity-prism.ppt

Brand Identity Prism

(Kapferer)

KAPFERER represents brand identity diagrammatically as a six-sided prism as shown below:

Internalisation

Externalisation

Constructed Source/Sender

Constructed Receiver

• Physique -the basis of the brand. – E.G. the physique of Philips is “technology and reliability” while for the

brand Tata it is “trust”

• Personality -answers the question “what happens to this brand when it becomes a person?”

• Culture symbolizes the organization, its country-of-origin and the values it stands for.– E.G. traditional brands like balsara, dabur and zandu.

• Relationship is the handshake between consumer and the organisation. – E.G. the relationship with “safola” is safety.

• Reflection is the consumer’s perception for what the brands stands for. – E.G. coke’s image more attract youth.

• Self-image is what the consumer think of himself.– E.G. benz Car owner think that since he has bought the car he is

treating himself to one of the best car in the world.

What is a Brand???

“ A Brand is a complex symbol. It is the intangible sum of a product’s

attributes, its name, packaging and price, its history, reputation, and

the way it’s advertised.

A brand is also defined by consumer’s

impression of people who use it, as well as their own experience ”

- David Ogilvy

Brand Experience are of Two types

Brand Experience

External Internal

The External Brand Experience include

• Name• Logo• Advertising• Brand Identity• Environments• Products & Service

The Internal Brand Experience include

• Business Process• Customer Relations• Brand Values• Training• Quality• Staff Motivation• Recruitment Policies• Technology etc..

Internalisation

Externalisation

Constructed Source

Constructed Receiver

-Business Process -Customer Relations -Brand Values -Training-Quality -Staff Motivation-Recruitment Policies -Technology etc..

-Name -Logo-Advertising -Brand Identity-Environments -Products & Service

• Physical– Product features, symbols & attributes

• Personality– Character & attitude

• Relationship– Beliefs & association

• Culture– Set of Values

• Reflection– Customer’s view of the brand

• Self-Image– Internal mirror of customer as user of brand

Six Facets of Brand Identity

1. A brand has physical qualities or a ‘physique’

What does it do? What does it look like?

2. A brand has its own personality Spokesperson or figurehead role What brand would be if it were a person

3. A brand has its own culture Set of values feeding the brand’s

inspiration Country of origin

4. A brand has its own relationship Exchanges between people and brand Service sectors and retailers

5. A brand is a reflection Produces a reflection or image of the

buyer or user Describes brand’s potential buyer or user Customer is reflected as s/he wishes to be

seen from using the brand Consumers use brands to build their own

identities

6. A brand speaks to our self image Self image is the target’s own internal

mirror Attitude toward the brand fosters an inner

relationship with self

Brand Identity PrismNIKE

Physique Personality Sports & Fitness Roger Federer, Rafael Nadal

Relationship CultureSponsorship, American, Ethics Just do it

Reflection Self ImageAggressive, Comfort, Cool, I am an

athleteIn your face

NIKE

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LACOSTE IDENTITY PRISM

Physique Personality

Relationship Culture

Customers’Reflection

Customers’Self projection

LACOSTE

Quality shirtTennisGolfSportswear

DiscreteWithout fancy

Socialconformityanddistinction

IndividualismAristocraticidealsClassicism

Neither hyperfemininenor hypermasculine Belonging to a club

Picture of Sender

Picture of Recipient

Two aspects of Brand Identity

Sender Receiver

Physique Personality Reflection Self-Image

Kapferer means what the central

purpose of the brand is (that is what the

brand does)

Kapferer means the soul of the brand

Kapferer means how the individual in the

targeted group identifIies himself

as a person in relation to the brand

Kapferer means how the individual in the

targeted group identifies the brand in relation to himself

The Relationship -according to Kapferer, externalizing the brand from the company outwards, and the culture is an aid for internalizing the brand in the organization and into the conscious of the customer

The Culture according to Kapferer, the strongest dimension in the prism. It represents the difference between one brand and another

Adidas

Picture of Sender

Picture of Receiver

PersonalityTraditional, conservative,

collective

PhysiqueSports and fitness

RelationshipQuality and heritage

CultureEuropean, Traditional

Internalization

Externalization

ReflectionTrue sportsmanship, A

good team player, Strong work ethic

Self ImageRelates more to competing

than to winning

Nike

Picture of Sender

Picture of Receiver

PersonalityLike Jordan, Woods…

PhysiqueSports and fitness

RelationshipSponsorship, ethics

CultureAmerican, Just do it!

Internalization

Externalization

ReflectionAggressive, provocation,

in- your face

Self ImageCool, I am an athlete

Adidas

Picture of Sender

Picture of Receiver

PersonalityTraditional,

conservative, collective

PhysiqueSports and fitness

RelationshipQuality and

heritage

CultureEuropean, Traditional

Internalization

Externalization Reflection

True sportsmanship, A good team player, Strong work ethic

Self ImageRelates more to competing than

to winning

Nike

Picture of Sender

Picture of Receiver

PhysiqueSports and fitness

Internalization

Externalization

PersonalityLike Jordan,

Woods…

RelationshipSponsorship,

ethics

CultureAmerican, Just do

it!

ReflectionAggressive, provocation, in-

your face

Self ImageCool, I am an

athlete

Comparative Analysis

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THE FUNCTIONS OF THE BRAND FOR THE CONSUMER

Function

Identification To be clearly seen, to quickly identifythe sought-after products.

Consumer Benefit

Practicality To allow savings of time and energy through identical repurchasing and loyalty.

Guarantee To be sure of finding the same qualityno matter where or when you buy theproduct.

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THE FUNCTIONS OF THE BRAND FOR THE CONSUMER

Function

Optimization To be of buying the best product in itscategory, the best performer for a particular purpose.

Consumer Benefit

Characterization To have a confirmation of your self image that you present to others.

Continuity Satisfaction brought about through familiarity and intimacy with the brand that you have been consumingfor years.

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THE FUNCTIONS OF THE BRAND FOR THE CONSUMER

Function

Hedonistic Satisfaction linked to the attractivenessof the brand, to its logo, to its communication.

Ethical Satisfaction linked to the responsible behavior of the brand in its relationship with society.

Consumer Benefit

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ADVANTAGES OF THE BRAND FOR THE COMPANY

• Attract loyal and profitable set of customers.

• The reputation of the brand is a source of demand and lasting attractiveness

• The image of superior quality and added value justifies a premium price.

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ADVANTAGES OF THE BRAND FOR THE COMPANY

An entry barrier to competitors

Prestigious or a trendsetter Generate substantial royalties by granting licenses.Strong brands help build the corporate image making Easier to launch new brands and gain acceptance by distributors and consumers.