Kapferer’s Brand-Identity Prism model Type of model: Author(s): Domain: Brand model (structure model) J.N. Kapferer Identity and image Figure 1: Six dimensions of brand identity In his so-called Brand Identity Prism‚ Jean-Noël Kapferer identifies six aspects of brand identity: (1) physique‚ (2) personality‚ (3) culture‚ (4) relationship‚ (5) reflection and (6) self-image. These six aspects are divided over two dimensions: a. The constructed source vs. the constructed receiver: a well-presented
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•Recruitment Policies •Technology etc.. Now let us look at the Brand Identity Prism based on Kapferer model and the 6 key dimensions in it •Physical –Product features‚ symbols & attributes •Personality –Character & attitude •Relationship –Beliefs & association •Culture –Set of Values •Reflection –Customer’s view of the brand •Self-Image –Internal mirror of customer as user of brand Let us now understand the prism with some
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Background of Cadbury John Cadbury established Cadbury in 1824 in Birmingham. From the start of Cadbury was involved in trading of coffee and tea. In 1866‚ the introduction of a new processing technique was the turning point for the Cadbury business‚ resulting launch of ‘Cadbury Cocoa Essence’‚ is the first pure cocoa in the UK. From making that Cocoa Essence‚ they had quite a lot of cocoa butter left over‚ and that’s why Cadbury start to used it to make bars of chocolate. In 19’s century‚ Cadbury
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Appendices 1 1. Background 3 1.1 Company 3 1.2 Market 3 1.3 Competition 4 2. Brand analysis 4 2.1 Brand attitude 4 2.1.1 The Rossiter-Percy grid 5 2.2 Brand identity 5 2.2.1 Brand Name 6 2.2.2 Packaging 7 2.2.3 Identity Prism 8 2.2.3 Brand personality 9 3. Positioning 10 3.1 Possible positioning statements 11 3.1.1 Comparisons 12 3.1.2 Contrast between two statements 12 4. Celebrity endorsement 13 4.1 David Beckham and Gillette 14 4.2 Other Gillette
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of the company. 2 BRAND IDENTITY According to Lake (no date) brand identity is defined as “how you want the consumer to perceive your product or your brand. Companies try to bridge the gap between the brand image and the brand identity.” Kapferer (no date) identifies that the following questions should first be answered before the brand identity of Guess will clearly be defined: 2.1 What is the brands’ particular vision and aim? The Guess website (no date) identifies that their mission
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brand can reach everybody to talk about. Third is brand will influence the consumers purchase process. That is mean the brand has already live in the consumers’ mind. (Aaker‚1991) Kapferer’s Physique Kapferer has built his unique model to calculate the brand equity which is Brand-Identity Prism model. To relate to awareness is physique. It is using the best product to achieve awareness. Also physique appearance can show brand quality.
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Fashion Branding: Trends‚ Tactics‚ Techniques » Julian levy Jacque Lendrevie (2009) « Mercator‚ théorie et pratique du marketing » Edition Dunod Danielle Alleres (2005) « Luxe : strategie marketing » ‚ Jean-Noël Kapferer Jean-Noël Kapfere (2011) « Re Inventing the Brand: Jean-Noël Kapferer (2008) « Luxe oblige »‚ Jean-Noël Kapfere Bertand Richard‚ Gilles Lipovetsky (2006) “Société deception” Ricca‚ Manfredi and Rebecca Robins «Meta-Luxury: Brands and the Culture of Excellence» ‚ Palgrave Macmillan
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Index 1 – Question 1 2 – Question 2 3 – Question 3 List of Exhibit Exhibit 1 – 4Ps Exhibit 2 – Brand Identity Prism; Kapferer (2004) Exhibit 3 – Situation and Complication Page 3 Page 4 Page 6 Page 3 Page 4 Page 6 Question 1 – In the period of 1972 to 1993‚ why do you think that Snapple flourished when so many small Start--‐ ups premium fruit drinks stayed small or disappeared? The growing success of Snapple can be explained with 2 of the four principals of marketing mix. Marketing mix describes
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of attributes. Kapferer uses an identity prism to describe from sender perspective and receiver’s perspective in six dimensions. The left side of the prism is intended to project outward & externalize the brand. The right dimensions transfer in internalizing the brand. INDENTITY PRISM The Brand identity prism has been horizontally divided into three regions based on the concept that in any communication‚ we have a sender‚ a recipient and a medium connecting the two. In prism the top most division
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