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  • Brand Identity Prism

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    Akshaye Hyanki
    1K vizualizări3 pagini
    The Kapferer Brand Identity Prism model analyzes brands across six dimensions: physique, personality, culture, relationship, reflection, and self-image. Physique refers to the tangible qualities of a brand. Personality answers how the brand would act as a person. Culture represents the brand's values and country of origin. Relationship is the connection between brand and consumer. Reflection is how consumers perceive what the brand stands for. Self-image is what purchasing the brand says about the consumer.

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    The Kapferer Brand Identity Prism model analyzes brands across six dimensions: physique, personality, culture, relationship, reflection, and self-image. Physique refers to the tangible qualities of a brand. Personality answers how the brand would act as a person. Culture represents the brand's values and country of origin. Relationship is the connection between brand and consumer. Reflection is how consumers perceive what the brand stands for. Self-image is what purchasing the brand says about the consumer.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca DOCX, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    1K vizualizări3 pagini

    Brand Identity Prism

    Încărcat de

    Akshaye Hyanki
    The Kapferer Brand Identity Prism model analyzes brands across six dimensions: physique, personality, culture, relationship, reflection, and self-image. Physique refers to the tangible qualities of a brand. Personality answers how the brand would act as a person. Culture represents the brand's values and country of origin. Relationship is the connection between brand and consumer. Reflection is how consumers perceive what the brand stands for. Self-image is what purchasing the brand says about the consumer.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca DOCX, PDF, TXT sau citiți online pe Scribd
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    din 3

    KAPFERER BRAND IDENTITY PRISM:

    àÊ Physique is the basis of the brand.

    |   the physique of Philips is ³technology and reliability´ while for the brand Tata it is
    ³trust´

    àÊ Personality is answering the question ³what happens to this brand when it becomes a
    person?´
    Ê

    àÊ ^ulture symbolizes the organization, its country-of-origin and the values it stands for.

    c  c
       
    Ê
    |   traditional brands like balsara, dabur and zandu.

    àÊ Melationship is the handshake between consumer and the organization.

    |   the relationship with ³safola´ is safety.

    àÊ Meflection is the consumer¶s perception for what the brands stands for.

    |   coke¶s image more attract youth.


    Ê

    àÊ elf-image is what the consumer thinks of himself.


    Ê
    |   Benz ^ar owner think that since he has bought the car he is treating himself to one
    of the best car in the world.

    |Ê 
    ÊÊ ÊÊ
     

    c  c
       
    Ê
    c  c
       
    Ê

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