Brand Identity Prism Case Study

Brand identity prism
1. Physique

It is hard to highlight one or even few main physiques of Philips because of the very wide range of its goods. It is possible to suggest that the unique technologies which were either invented in Philips laboratories or were bought by Philips are the physiques of Philips. For instance, for some men an electric shaver is two or three heads shaver which adjusts to the curves of the face. In fact only Philips has the patent for such kind of shape of the shaver but because of the big volumes of sales such a shape is considered to be almost iconic and is a top mind shaver shape especially when men try to recall the Philips shaver.

2. Personality

If imagine Philips to be a person it would probably be a man who
Almost all home appliance good of Philips have to years of exchange guarantee which mean that if the electronics broke down during the first two years it can be easily brought back to the shop and changed to the same brand new model. It can be said that by this guarantee politics the company try to praise the culture of using the home appliances when people know that their white goods will work properly and will not fail at the wrong time. And even if it will accidentally fail it will be easy and fast to bring it back to the shop and exchange for a new
Normally those people tend to use HUE wireless home lighting system, ActionFit Sports Headphones, along with wireless studio speakers. While others want to be seen as caring about others and/or as those who practice a healthy lifestyle, using air purifiers, Phillips robot vacuum cleaners, stew food cookers, among others. (Philips, 2015b)

Brand Architecture
According to Aaker et al. (2000) we can classify Philips as a company with a Branded House type of Brand Architecture. Most of the brands put the name of the parent company in their names. As for instance, all home and professional appliances, consumer and professional lightbulbs and lamps, medical equipment and goods for children use the name “Philips” on the name of the goods.
In contrast, Philips lightning brand Pila doesn’t contain the name “Philips” neither in the products name nor on the package. The main reason why is because Pila is considered as a low cost brand and the association with Philips can cause damage to the reputation of Philips.
As for the Consumer lifestyle department, Saeco and Gaggia brands are the exceptions because depending on the time in history of the company they either didn’t include Philips in the names, or included, or even were named only Philips as it happened to Saeco a few years after it was acquired by