Brand Identity Prism

(Kapferer)

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

Constructed Source/Sender E x t e r n a l i s a t i o n Constructed Receiver I n t e r n a l i s a t i o n

 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 consumers perception for what the brands stands for.
E.G. cokes 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 products attributes, its name, packaging and price, its history, reputation, and the way its advertised. A brand is also defined by consumers 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..

-Name -Advertising -Environments

-Logo -Brand Identity -Products & Service

-Business Process -Brand Values -Quality -Recruitment Policies

-Customer Relations -Training -Staff Motivation -Technology etc..

Constructed Source E x t e r n a l i s a t i o n Constructed Receiver I n t e r n a l i s a t i o n

 Physical
Product features, symbols & attributes

Personality
Character & attitude

Relationship
Beliefs & association

Culture
Set of Values

Reflection
Customers 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 brands 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 brands 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 targets own internal mirror Attitude toward the brand fosters an inner relationship with self

Brand Identity Prism NIKE

Physique
Sports & Fitness

Personality
Roger Federer, Rafael Nadal

Relationship
Sponsorship, Ethics

NIKE

Culture
American, Just do it

Reflection
Aggressive, Comfort, In your face

Self Image
Cool, I am an athlete

LACOSTE IDENTITY PRISM

Quality shirt Tennis Golf Sportswear Picture of Sender Discrete Without fancy

Physique
Social conformity and distinction

Personality Individualism Aristocratic ideals Classicism

Relationship

LACOSTE

Culture

Customers Reflection
Neither hyperfeminine nor hypermasculine

Customers Self projection Belonging to a club

Picture of Recipient
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Two aspects of Brand Identity

Sender

Receiver

Physique
Kapferer means what the central purpose of the brand is (that is what the brand does)

Personality
Kapferer means the soul of the brand

Reflection
Kapferer means how the individual in the targeted group identifIies himself as a person in relation to the brand

Self-Image
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

Physique Sports and fitness E x t e r n a l i z a t i o n

Personality Traditional, conservative, collective I n t e r n a l i z a t i o n

Relationship Quality and heritage

Culture European, Traditional

Reflection True sportsmanship, A good team player, Strong work ethic Picture of Receiver

Self Image Relates more to competing than to winning

Nike
Picture of Sender

Physique Sports and fitness E x t e r n a l i z a t i o n

Personality Like Jordan, Woods I n t e r n a l i z a t i o n

Relationship Sponsorship, ethics

Culture American, Just do it!

Reflection Aggressive, provocation, in- your face

Self Image Cool, I am an athlete

Picture of Receiver

Adidas

Nike

Picture of Sender

Picture of Sender

E x t e r n a l i z a t i o n

Physique Sports and fitness

Personality Traditional, conservative, collective

Relationship Quality and heritage

Culture European, Traditional

Reflection True sportsmanship, A good team player, Strong work ethic

Self Image Relates more to competing than to winning

I n t e r n a l i z a t i o n

E x t e r n a l i z a t i o n

Physique Sports and fitness

Relationship Sponsorship, ethics

Reflection Aggressive, provocation, inyour face

I n t e r n a Culture American, Just do l i it! z a t i o Self Image n Cool, I am an athlete

Personality Like Jordan, Woods

Picture of Receiver

Picture of Receiver

Comparative Analysis

THE FUNCTIONS OF THE BRAND FOR THE CONSUMER

Function
Identification Practicality

Consumer Benefit
To be clearly seen, to quickly identify the sought-after products. To allow savings of time and energy through identical repurchasing and loyalty. To be sure of finding the same quality no matter where or when you buy the product.
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Guarantee

THE FUNCTIONS OF THE BRAND FOR THE CONSUMER

Function
Optimization

Consumer Benefit
To be of buying the best product in its category, the best performer for a particular purpose. To have a confirmation of your self image that you present to others. Satisfaction brought about through familiarity and intimacy with the brand that you have been consuming for years.

Characterization

Continuity

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THE FUNCTIONS OF THE BRAND FOR THE CONSUMER

Function
Hedonistic

Consumer Benefit
Satisfaction linked to the attractiveness of the brand, to its logo, to its communication.

Ethical

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

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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. 25

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.
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