Brand identity prism pepe

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Brand identity prism pepe

  1. 1. BRAND IDENTITY PRISM FOR Presented by: PEPE JEANS Anshu Sharma Arpit Goyal Iti Bansal Nitesh Singh Prateek Chauhan
  2. 2. BRAND IDENTIT Y PRISM Kapferer has developed a brand identity prism where he distinguishes a sender and recipient side, plus an externalisation and internalisation side. The 6 identity facets express the tangible and intangible characteristics of the brand
  3. 3.  Brand Identity Brand identity is specifying the facet of brands, uniqueness and value. It is the source of brand positioning. Brand positioning It is the Angle which is used by the product to enter the market. It is two stage process: - It indicate to what “competitive set” brand associated with. Brand’s “essential dif ference” with its competitors.
  4. 4. PHYSIQUEAn exterior tangible facet communicating physicalspecificities, colour, form and brand qualities. Physique is thestarting point of branding and therefore it forms the brandsbackbone. Denim Great fit
  5. 5. PERSONALIT YAn internal intangible facet which forms the character, soul andbrand personality which are relevant for brands. Independent Fashionable Young with an attitude
  6. 6. CULTURESymbolizes the organization, its country of origin and the valueit stands for Cool culture Individuality
  7. 7. RELATIONSHIPThe way the brand connect to its customers Social Discerning Distinct Identity
  8. 8. REFLECTIONAn external intangible facet reflecting the customer as he orshe wishes to be seen as a result of using a brand. So called:the target outwards mirror. Young at Heart Trendsetting
  9. 9. although your targetmay look like this
  10. 10. they maywant othersto see them like this
  11. 11. at leastthis guy did
  12. 12. SELF IMAGEAn external intangible facet reflecting the customer attitudetowards the brand. So called: the target internal mirror Extrovert Sports and Music Lover
  13. 13. THANK YOU

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