Penfolds Grange
PICTURE OF SENDER
PHYSIQUE PERSONALITY
The iconic red wine of Australia Elegant, classic
Traditional and elegant label Unique & Sophisticated
High quality wine Reliable
RELATIONSHIP CULTURE Loyalty Australian values Trust Lifestyle Lover Family of wine makers & lovers Exclusiveness
REFLECTION SELF-IMAGE
Successful Social approval Prestige Trendy High status Sophisticated Luxury PICTURE OF RECIPIENT Successful
FIGURE 1: THE BRAND INDENTITY PRISM OF PENFOLDS GRANGE …show more content…
It was released in 1951 and kept it position for more than 50 years. But in 2009, Penfolds launched a special bottle, it was considered as a wrong action of it because that reduced the value of Grange. That is the reason our marketing plan is revitalizing Grange, which will be launched in 2014. Before making a detail IMC plan, I will create the brand identity for Penfolds Grange relying on the brand identity prism of Kapferer (2008). ‘Brand identity prism’ is a diagrammatical analysis to identify one brand which is presented by a hexagonal prism. It illustrates that brand identify has six facets which are Physique, Personality, Culture, Relationship, Reflection and Self-image.
Penfold Grange is a vintage wine which is recognizable with a strong, distinctive, individual style record for cellaring performance. It is seen as an authentic voice of Australian fine wine and the strength of Penfolds winemaking culture and
PHYSIQUE PERSONALITY
The iconic red wine of Australia Elegant, classic
Traditional and elegant label Unique & Sophisticated
High quality wine Reliable
RELATIONSHIP CULTURE Loyalty Australian values Trust Lifestyle Lover Family of wine makers & lovers Exclusiveness
REFLECTION SELF-IMAGE
Successful Social approval Prestige Trendy High status Sophisticated Luxury PICTURE OF RECIPIENT Successful
FIGURE 1: THE BRAND INDENTITY PRISM OF PENFOLDS GRANGE …show more content…
It was released in 1951 and kept it position for more than 50 years. But in 2009, Penfolds launched a special bottle, it was considered as a wrong action of it because that reduced the value of Grange. That is the reason our marketing plan is revitalizing Grange, which will be launched in 2014. Before making a detail IMC plan, I will create the brand identity for Penfolds Grange relying on the brand identity prism of Kapferer (2008). ‘Brand identity prism’ is a diagrammatical analysis to identify one brand which is presented by a hexagonal prism. It illustrates that brand identify has six facets which are Physique, Personality, Culture, Relationship, Reflection and Self-image.
Penfold Grange is a vintage wine which is recognizable with a strong, distinctive, individual style record for cellaring performance. It is seen as an authentic voice of Australian fine wine and the strength of Penfolds winemaking culture and