Research on the development of Brand Identity & Brand Personality of a hypothetical brand using the tools of Global Strategic Business Management.

1. GLOBAL STRATEGIC BRAND
MANAGEMENT
PSDA 2 , PART A
Brand Personality - The students will be required to develop Brand
Identity & Brand Personality of a hypothetical brand using the tools
taught in the class.

2. IDENTITY PRISM

3. • The Brand Identity Prism, developed by Jean-Noel Kapferer, is a framework for defining a company’s brand
identity that includes six elements: physique, personality, culture, relationship, reflection, and self-image.
Expressing the brand consistently across all six elements creates brand coherence, which strengthens the
connection between the brand and the consumer. Each element can be generally defined as follows:
• Physique: These are the fundamental physical and tangible aspects that differentiate your company’s
products, such as their functional characteristics, colors, logo, and packaging. Being able to quickly identify a
brand based on these elements is a good sign that it has a strong identity.
• Personality: A brand is personified through marketing materials and communications. The quality and feel
of those communications reflect the type of personality consumers will come to associate with the brand.
• Culture: Tying the brand to a specific culture or geography, whether it is national or local, can help encourage
loyalty and pride in the brand.
• Relationship: Fostering a connection between the brand and the consumer such that the consumer feels a
relationship, or has an experience with the brand that is meaningful beyond the transaction alone, also creates
ongoing brand loyalty.
• Reflection: The brand should reflect the profile of the target demographic so that consumers feel a natural fit
between their lifestyle and the company’s image.
• Self-image: Associating with a brand through the purchasing of its products can reinforce one’s desired self-
image as well as convey how one wants to be perceived by others.

4. • Rich, sophisticated and stylish.
• Trustworthy.
• Best, purest, most trustworthy beauty
products money can buy.
• Universal.
• Connects to urban side.
• Believe in bringing fashion as a change in the
society.
• Bold, Daring and naturally Beautiful.
• Good quality and youthful products.
• Helps in discovering own personal style and uniqueness in
oneself.
• Fashion conscious young ladies who wants to be simple and sexy.
• Vibrant.
• Confident and simply beautiful.
• Stylish and unique.
• Unique and Stylish.
• Trendy, fun, young.
SELF-IMAGE
REFLECTION
5 6
PHYSIQUE PERSONALITY
1 2
RELATIONSHIP CULTURE
3 4
Constructed Sender
Constructed Receiver
Externalization
Internalization
• Products with white and pink logo type.
• Reliable and eco friendly products.
• Wide product range.
• Noor offers a complete range of makeup, skincare, hair care,
fragrances, personal care, luxury and wellness
products for women .
Be Bold, Be daring,
Be simply beautiful

5. BRAND IDENTITY TRAP

6. BRAND IMAGE TRAP
• HOW CUSTOMERS AND OTHERS PERCIEVE THE
BRAND
The PATIENCE : goes very well with this brand as
we have linked this with sophistication.
THE RESOURCES : in this brand includes products
that relate to excitement for sophistication which
maintains a clear image in the mind of
consumers.
THE EXPERTISE : ensures that the image which
will represent our brand only consists characters
that represents luxury.
Therefore, brand image for NOOR is going well
for now.

7. BRAND POSITION TRAP
• DEMONSTRATES AN ADVANTAGE OVER COMPETING
BRANDS
BRAND IMAGE : here the brand is perceived in the
category go high-end and believes in maintaining a
charm to it.
BRAND IDENTITY : Our strategists focus on completing
the mission of having NOOR, to be the only brand
which would have :
a) 100% consumer awareness
b) light weight
c) launch of wending machine by this year
BRAND POSITION : As far as the product, mascot and
name is concerned - every part of our brand
communicates about the product in itself.
Here, there is BRAND POSITION TRAP, as the
strategists of our brand are still working on achieving
the mission and it is hard to as their are many
competitors who have come up like blur, chamber etc.

8. EXTERNAL PERSPECTIVE TRAP
•IS PRESENT WHEN A FIRM FAILS TO REALISE THE ROLE THAT A BRAND IDENTITY CAN PLAY IN
HELPING AN ORGANISATION UNDERSTAND ITS BASIC VALUES AND PURPOSE.
Our brand is a complete success when it comes to understanding its basic value and purpose,
NOOR ensures to communicate its basic purpose with launch of it’s every product range :
LIGHT WIEGHT : gives assurity that it totally blends within the skin and contains all necessary
essential oils.
CLASS : Every texture produced and packaging done of the product is done with three step
layering so that which gives a feel of luxury to our customers.
EXCITEMENT : Following steps brings excitement in our customers :-
A) We provide a thank you note with every purchase made.
B) Complimentary samples are given on every special occasion to PRIVEE customers.
C) On launch of our latest lip shade, we made an offer of whoever shops for more that 10,000 gets
a lip shade with her name on it.

9. PRODUCT - ATTRIBUTE FIXATION TRAP
• HERE THE STRATEGIC AND TACTICAL MANAGEMENT OF THE BRAND IS FOCUSED SOLELY ON PRODUCT ATTRIBUTES.
NOOR is highly self-expressive and manages to bring variations with launch of every new product.
COUNTRY ORIGIN : Since we plan on maintaining a luxurious image, we do not have our stores in every country but we are
having are brands wending machine installed in 28 airports as of now.
SYMBOLS : Our brand symbol is represents eyeball and bauble at the same time, which brings sophistication along with
excitement.

10. Brand Personality Framework

11. Jungian Theory of Personality Archetypes

12. Jungian Archetype for Noor Cosmetics
1. Actress
Includes traits like- Glamorous, dramatic, involved
2. Warrior
Includes traits like- confident, powerful, heroic
3. Troubadour
Includes traits like- joyous, free-spirited, agile
4. Angel
Includes traits like- Optimistic, innocent, pure

13. Core Dimensions of Noor Cosmetics’ Brand
Personality
1. Sophisticated
Includes traits like – Upper class and Charming
2. Excitement
Includes traits like – Daring, Spirited, Imaginative, Up-to-date

14. Model of Brand Personality
For the company
NOOR Cosmetics

15. Types of Models
Brand
Personality
Relationship Basis
Model
Self Expression Model
Functional Benefit
Representation Model

16. Model suitable for Noor Cosmetics
Self Expression Model
• It came into existence in 1960s
• Studies were conducted for understanding motivation behind why
people buy specific offering/product.
• The results showed that there was no congruency between the
personality of the customer & the brand personality.
• People have multiple personalities and their preferences change and
this reflects depending on the situation (personal/professional/social
gathering etc.), but everyone has a dominant trait.

17. How is Self Expression Model relevant to
Noor Cosmetics?
• Since it’s a luxury cosmetic brand, the customers will want to express
their ideal self, via the makeup they are purchasing and using.
• Example, if a business woman buys lipsticks from Noor Cosmetics, she
might like to wear a subtle shade for work and maybe a bright red
lipstick for a night out with her friends.
• Cosmetics are a major way of expressing yourself and can mean
different things for different people, hence this model is the most
suitable for this particular brand.
• Self Expression Model is the most relevant as it means “expressing
self through brand”

18. Thank You!
By Tanya Gupta (A1802019012)
, Aanchal Goyal, Divyra Rajotia
MBA (IB)
Section A