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Brand identity Kapferer identity prism model

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Explanation of Kapferers identity prism model

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Brand identity Kapferer identity prism model

  1. 1. Competition (differentiate)Target group Intended customers Relevance Dominance Brand identity Four bubbles Model Strong / weak points Competition Values and meanings of the brand for the consumer Branding strategy Intended Positioning = intended brand perception Value proposition
  2. 2. Brand identity There are many different perceptions of what the brand identity consists of. Common definition: “A set of associations the brand strategist seek to create or maintain.” (Aaker and Joachimsthalert 2002) The brand identity must express the particular vision and uniqueness of the brand. What the brand stands for basically and must be of a long lasting nature. If the brand identity is both unique, distinct, and a clear expression of what the the brand is all about as well as long lasting, then it can create the basis of a solid, coherent and long lasting brand and be the driver of all brand-related activities. Brand (identity)
  3. 3. What are the values of and what is the character of Angela Merkel ? https://nl.pinterest.com/pin/474003929508501207/
  4. 4. Identity unclear Confusion Image Reciever side Sender side Identity
  5. 5. Rebranding British Airways 1997 – 1999. Focus on global cosmopolitan traveler. Cost £ 60 miljoen (€84 mil) Identity unclear Confusion British Airways, ditched the Union Flag for an "ethnic" tail-fin in 1997.
  6. 6. Former British prime minister Margareth Thatcher at a conservative party congress: “We fly the British flag, not these awful things." Thatcher also indicated with these fins the airline would lose its identity. She threw her handkerchief to cover the tail fin. Virgin Atlantic could now claim they were Britain's national flagcarrier.
  7. 7. Relationship What kind of relationship with other people ? Physique Tangible physical qualities. Logo, colours, housestyle Personality What kind of person if it were human ? Reflection Who is the stereotypical customer ? Culture A set of values, fundamental ideas Aspirational Self-Image Brand Identity Prism – 6 Elements ‘Brand Identity Prism’ by Jean-Noel Kapferer, The New Strategic Brand Management, 2012, p.156 Rallying Cry Picture of sender Picture of receiver Externalisation Internalisation
  8. 8. 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 the basis of the brand. (Visual identity, tone of voice) A moodboard is often used to describe the physique.
  9. 9. 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 person can be used to vitalize a brand. Archetypal personalities usually work well.
  10. 10. A brand is a relationship. Brands are often at the crux of transactions and exchanges between people. Each brand has some kind of a relationship with it’s customers. The laughing cow is at the heart of a “mother child” relationship.
  11. 11. 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; Coca-Cola appeals to American values, Mercedes-Benz to German ones and Citroën to French ones.
  12. 12. 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 as15 to18 year olds (with values such as fun, sporty and friendship), while the actual target group of this brand is far broader.
  13. 13. Self-image is kind of a mirror the target group holds up to itself. A Porsche driver who thinks others will think he is rich because he can afford such a flash car. Research has shown that Lacoste users see themselves as members of a sporty club, even if they do not actively play any sports.
  14. 14. Relationship What kind of relationship with other people ? Physique Tangible physical qualities. Logo, colours, housestyle Personality What kind of person if it were human ? Reflection Who is the stereotypical customer ? Culture A set of values, fundamental ideas Aspirational Self-Image Brand Identity Prism – 6 Elements ‘Brand Identity Prism’ by Jean-Noel Kapferer, The New Strategic Brand Management, 2012, p.156 Rallying Cry Picture of sender Picture of receiver Externalisation Internalisation
  15. 15. Relationship Social conformity and distinction Physique Quality shirt, Tennis, Golf, Sportswear, crocodile Personality Discreet without fancy Reflection Neither hyper feminine nor Hyper masculine transgeneration Culture Individualism, aristocratic ideals, classicism Self image / Aspirational Belonging to a club Brand Identity Prism – 6 Elements ‘Brand Identity Prism’ by Jean-Noel Kapferer, The New Strategic Brand Management, 2012, p.156 Picture of sender Picture of receiver Externalisation Internalisation
  16. 16. Gisele Bundchen goes barefoot in Paris for Chanel's relaxed new ad campaign Ms Bundchen was chosen by Chanel for her 'natural beauty and modern femininity', the brand said in a statement, and joins the long list of icons that have represented the perfume including Lauren Hutton, Catherine Deneuve, Audrey Tautou, and Brad Pitt.
  17. 17. Conclusion: Brand Identity Prism The six facets define identity as well as the boundary within which it is free to change or develop. The brand identity prism demonstrates that these facets are all interrelated and form a well structured entity. If the brand identity is both unique, distinct, and a clear expression of what the the brand is all about as well as long lasting, then it can create the basis of a solid, coherent and long lasting brand and be the driver of all brand-related activities.
  18. 18. Identity prism Kapferer

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