kapferer lbrand-identity-prism.ppt
TRANSCRIPT
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.