Brand Identity Prism of Raymonds and Arrow
KOLKATA
DEPARTMENT OF FASHION MANGEMENT STUDIES
Subject: Fashion Brand Management
Topic: Comparative study of the Brand Identity of two Fashion Brands
Arrow & Raymond Premium Apparel
Submitted to: Mrs. Bharti Moitra
Submitted By:
Nancy Mehta
Roll no.27
MFM (Sem-II)
Brand Identity
Brand identity is a unique set of brand associations that the brand strategist applies to create or maintain. These associations represent what the brand stands for and imply a promise to the customers from the organization members.
Modern theories say that a brand identity provides not only the personality of the brand but also the direction, purpose and meaning for the brand.
Brand identity is the aggregation of what all you (i.e. an organization) do. It is an organizations mission, personality, promise to the consumers and competitive advantages. It includes the thinking, feelings and expectations of the target market/consumers. It is a means of identifying and distinguishing an organization from another.
Kapferer Model of Brand Identity
Kapferer uses the following identity prism to describe brand identity from an organisation (Sender’s) perspective and consumer’s (Receiver’s) perspective in 6 dimensions.
Left Side of the prism: It is intended to project outward and externalize the brand.
Right Side of the prism: This side of the prism
The 6 facets of the prism refer to the following attributes:
1. Personality
a. It refers to the Personification of brand
b. What kind of person it would be, if it were a human being
c. Examples: Confident, Social, Flamboyant, Arrogant, Energetic etc
Kingfisher & Virgin Airlines brand personality may be that of flamboyant or rich.
2. Physique
a. Mentions physical facets – tangible things
b. It will include packaging, product look and feel
c. Examples: Packaging color, product features etc
Apple I-pod browsing physique will include its dial capabilities, the screen, and its connectivity with musical devices.
DEPARTMENT OF FASHION MANGEMENT STUDIES
Subject: Fashion Brand Management
Topic: Comparative study of the Brand Identity of two Fashion Brands
Arrow & Raymond Premium Apparel
Submitted to: Mrs. Bharti Moitra
Submitted By:
Nancy Mehta
Roll no.27
MFM (Sem-II)
Brand Identity
Brand identity is a unique set of brand associations that the brand strategist applies to create or maintain. These associations represent what the brand stands for and imply a promise to the customers from the organization members.
Modern theories say that a brand identity provides not only the personality of the brand but also the direction, purpose and meaning for the brand.
Brand identity is the aggregation of what all you (i.e. an organization) do. It is an organizations mission, personality, promise to the consumers and competitive advantages. It includes the thinking, feelings and expectations of the target market/consumers. It is a means of identifying and distinguishing an organization from another.
Kapferer Model of Brand Identity
Kapferer uses the following identity prism to describe brand identity from an organisation (Sender’s) perspective and consumer’s (Receiver’s) perspective in 6 dimensions.
Left Side of the prism: It is intended to project outward and externalize the brand.
Right Side of the prism: This side of the prism
The 6 facets of the prism refer to the following attributes:
1. Personality
a. It refers to the Personification of brand
b. What kind of person it would be, if it were a human being
c. Examples: Confident, Social, Flamboyant, Arrogant, Energetic etc
Kingfisher & Virgin Airlines brand personality may be that of flamboyant or rich.
2. Physique
a. Mentions physical facets – tangible things
b. It will include packaging, product look and feel
c. Examples: Packaging color, product features etc
Apple I-pod browsing physique will include its dial capabilities, the screen, and its connectivity with musical devices.