Kapferer Brand Identity Prism of Grain Waves
Kapferer Brand Identity Prism of Grain Waves
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1. Introduction 2
2. Brand Identity Prism of Grain Waves 2 2.1 Physique 3 2.2 Personality 5 2.3 Culture 6 2.4 Relationship 7 2.5 Reflection 8 2.6 Self image 8
3. Conclusion and Recommendation 9
Reference List 10
Appendices 11
1. Introduction
Before Grain Waves launched in 2008, there had never been a wholegrain chip in Australia, the market was saturated with more traditional potato or corn based snacks. Market research confirmed there was a clear opportunity to develop a wholegrain snack for the health conscious consumer. ( "The Grain Waves dream comes true on TV", 2010 ) So The Smith's Snackfood Company which was the leading player in Australian sweet and savoury snacks industry , accounting for 38% value share (see appendix 1), seized the moment and developed Grain Waves – a new, wholegrain snack that not only tasted good but was also better for consumers.
Brand Identity Prism of Grain Waves
According to Kapferer (2008), a brand identity prism has six underlying facets, including physique, personality, culture, relationship, reflection, and self-image. These dimensions are classified into externalisation (physique, relationship, reflection) and internalisation (personality, culture, self-image). Figure 1 summarises the analysis of Grain Waves' brand identity.
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Figure 1 : brand identity prism for Grain Waves
2.1 Physique
First of all, the Grain Waves defines itself as the irresistible whole grain chips. (Grain Waves, 2008) The definition has avoided the competition of a series of other whole grain snacks to a certain extent and kept the competitive advantage under the catalogue's of chips. Secondly, according to Kapeferer(2008), the brand name is often revealing of the brand's intentions. Grain Waves is obviously the case for brand names which are specifically chosen to convey their characteristics of the brand. With the word 'Grain' refers to that it was
[pic]
1. Introduction 2
2. Brand Identity Prism of Grain Waves 2 2.1 Physique 3 2.2 Personality 5 2.3 Culture 6 2.4 Relationship 7 2.5 Reflection 8 2.6 Self image 8
3. Conclusion and Recommendation 9
Reference List 10
Appendices 11
1. Introduction
Before Grain Waves launched in 2008, there had never been a wholegrain chip in Australia, the market was saturated with more traditional potato or corn based snacks. Market research confirmed there was a clear opportunity to develop a wholegrain snack for the health conscious consumer. ( "The Grain Waves dream comes true on TV", 2010 ) So The Smith's Snackfood Company which was the leading player in Australian sweet and savoury snacks industry , accounting for 38% value share (see appendix 1), seized the moment and developed Grain Waves – a new, wholegrain snack that not only tasted good but was also better for consumers.
Brand Identity Prism of Grain Waves
According to Kapferer (2008), a brand identity prism has six underlying facets, including physique, personality, culture, relationship, reflection, and self-image. These dimensions are classified into externalisation (physique, relationship, reflection) and internalisation (personality, culture, self-image). Figure 1 summarises the analysis of Grain Waves' brand identity.
[pic]
Figure 1 : brand identity prism for Grain Waves
2.1 Physique
First of all, the Grain Waves defines itself as the irresistible whole grain chips. (Grain Waves, 2008) The definition has avoided the competition of a series of other whole grain snacks to a certain extent and kept the competitive advantage under the catalogue's of chips. Secondly, according to Kapeferer(2008), the brand name is often revealing of the brand's intentions. Grain Waves is obviously the case for brand names which are specifically chosen to convey their characteristics of the brand. With the word 'Grain' refers to that it was