Brand Identity
Physique according to him is the basis of the brand.
–E.G. the physique ofPhilips is “technology and reliability” while for the brand Tata it is “trust”
•Personality is same as Aaker, it answers the question “what happens to this brand when it becomes a person?”
•Culture symbolizes the organization, its country-of-origin and the values it stands for.
–E.G. traditional brands like balsara, dabur and zandu.
Relationship is the handshake between consumer and the organisation. –E.G. the relationship with “safola” is safety.
•Reflection is the consumer’s perception for what the brands stands for.
–E.G. coke’s image more attract youth.
•Self-image is what the consumer think of himself.
–E.G.benz Car owner think that since he has bought the car he is treating himself to one of the best car in the world.
Let us understand the model in detail…
What is a Brand???
“ A Brand is a complex symbol. It is the intangible sum of a product’s attributes, its name, packaging and price, its history, reputation, and the way it’s advertised. A brand is also defined by consumer’s impression of people who use it, as well as their own experience ”
- David Ogilvy
Now let us look at how Brand Experience is differentiated…
Brand Experience are ofTwo types – EXTERNAL, INTERNAL
The External Brand Experience include
•Name
•Logo
•Advertising
•Brand Identity
•Environments
•Products & Service
The Internal Brand Experience include
•Business Process
•Customer Relations
•Brand Values
•Training
•Quality
•Staff Motivation
•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
–E.G. the physique ofPhilips is “technology and reliability” while for the brand Tata it is “trust”
•Personality is same as Aaker, it answers the question “what happens to this brand when it becomes a person?”
•Culture symbolizes the organization, its country-of-origin and the values it stands for.
–E.G. traditional brands like balsara, dabur and zandu.
Relationship is the handshake between consumer and the organisation. –E.G. the relationship with “safola” is safety.
•Reflection is the consumer’s perception for what the brands stands for.
–E.G. coke’s image more attract youth.
•Self-image is what the consumer think of himself.
–E.G.benz Car owner think that since he has bought the car he is treating himself to one of the best car in the world.
Let us understand the model in detail…
What is a Brand???
“ A Brand is a complex symbol. It is the intangible sum of a product’s attributes, its name, packaging and price, its history, reputation, and the way it’s advertised. A brand is also defined by consumer’s impression of people who use it, as well as their own experience ”
- David Ogilvy
Now let us look at how Brand Experience is differentiated…
Brand Experience are ofTwo types – EXTERNAL, INTERNAL
The External Brand Experience include
•Name
•Logo
•Advertising
•Brand Identity
•Environments
•Products & Service
The Internal Brand Experience include
•Business Process
•Customer Relations
•Brand Values
•Training
•Quality
•Staff Motivation
•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