FASHION BRAND MANAGEMENT

ASSIGNMENT ON BRAND IDENTITY PRISM OF

YOUR OWN BRAND

NATIONAL INSTITUE OF FASHION TECHNOLOGY,

HYDERABAD

SUBMITTED TO:
MR. ANNAJI SARMA
SUBMITTED BY:
AKRITI SINGHAL
MFM-3RD SEM
ROLL NO: 2

CONTENTS
S.NO

PARTICULARS

BRAND IDENTITY

KAPFERER BRAND IDENTITY PRISM

BRAND IDENTITY/ BRAND IMAGE

BRIEF OF THE BRAND

VISION AND VALUES
NAME OF THE BRAND
LOGO
LOGO ANALYSIS
TAGLINE
4 PS
STP
USP
BRAND IDENTITY PRISM
COMPETITORS
TWO SELECTED BRANDS
SOCH
FABINDIA

SOCH
INTRODUCTION
CONCEPT
BRAND IDENTITY PRISM
FABINDIA
ABOUT THE COMPANY
VISION & MISSION
VALUES AND GUIDING PRINCIPLES
MARKETING OUTLOOK
4 PS
BRAND IDENTITY PRISM
COMPARISON

ANALYSIS

10

CONCLUSION

11

REFENCES

BRAND IDENTITY
A company's brand identity is how that business wants to be perceived by consumers. The
components of the brand (name, logo, tone, tagline, and typeface) are created by the business to
reflect the value the company is trying to bring to the market and to appeal to its customers.

KAPFERER BRAND IDENTITY PRISM

INTRODUCTION
What would come to your mind when you think about a luxury car? The first thing that will
come to your mind is mind-blowing speed and incredible performance. That is true essence of
brand identity. Big brands have developed innovative and unique ideas that have worked
effectively to reach out to their customers.
The story of a successful brand identity is based on peoples interests and preferences. But, in the
absence of a significant and transparent identity, a brand will never be able to stand tall in this
highly competitive market. To understand this concept better, you should learn about the
Kapferers Brand Identity Prism.
THE ESSENCE OF KAPFERER BRAND IDENTITY
If you are on your way to develop a brand identity then you have to know about Kapferers
Brand Identity Prism. In 1996, Jean-Noel Kapferer, the professor of marketing strategy at a
popular management school in France, had introduced the Brand Identity Prism in his book,
Strategic Brand Management.
In the introduction, the professor had highlighted six key elements that are considered as very
effective tools for building brand identity. If you are trying to develop your brands identity, you
must know that it is your customers experience with your brand and its history that determine
the way your customers think about your brand. Moreover, customers will attentively look for
some clues about what your brand is mostly known for.
However, these clues are represented within Kapferers six section of prism:

Physique

Personality

Culture

Relationship

Reflection

Self-image

Kapferer mentioned that these features would only come in effect when a brand will
communicate with consumers. According to the professor, a brand will be considered strong if it

is capable of incorporating all features into an effective effort to avail a concise, transparent and
appealing brand identity. In this article, we will cast light into those six aspects introduced by
Kapferer.

1. Physique
The basic of your brands identity will be determined by its Physique. The physical
characteristics and the primary objective of your product or service create some specific images,
ideas and emotions among the consumers.
For example, the physique of products made by Apple is a slim and aesthetic design that gives
the brand a unique identification. For another instance, the American express is assembled with a
physique of high class and excellent standards.
To understand the physique of your brand, look at them and try to understand what do the
products or service under your brand look like? What kind of perception and emotions do they
promote for your brand? And, are those portraits and emotions meet the standard that you want
for your brand?
These are all about the physique of your product or service within your brand. These are such
kinds of features that can mount up your brand value within a very short span of time.
2. Personality
Here the term personality stands for the character of the brand. By making contacts with
consumers in some specific ways, organizations try to make consumers realize that they have
actually constituted an individual with a certain character that always speak to them.
However, organizations become enable to do so only when they incorporate a specific style of
writing, using specific color and design. For example, if a brand endorsing an ambassador for

any product or service, the character of the ambassador must be depicted as familiar with the
product or service, so that the endorsement can convey a significant meaning.
3. Culture
The culture of the brand establishes link between brand organizations. Many companies are
clearly depicting the country of their origin. For instance, the soft drink giant Coca-Cola always
highlights the value of America; the country of its origin. The luxury carmaker Mercedes-Benz
always appeals to German value and the Citroen highlights the French value.
It has been seen that, several brands are benefited by the fact they are considering as originated
in consumer home nation. Professor Kapferer has given an example by saying that, American
brand Mars, the candy bar manufacturer, makes Dutch people feel that the company is from
their home land.
4. Relationship
Here the term Relationship signifies the relationship between the customers and the brand. A
brand can symbolize some specific relationship between two people, such as mother and child,
bond of two friends, teacher and student, etc. To highlight the aspect, a brand manager is highly
required for an organization who can present the idea of depicting a relationship in a wellprocessed manner.
For example, the luxury carmaker Lexus clearly sets its class apart from MBW by providing its
customers a red carpet treatment. The true aspect of relationship is more significant for the
service brand than the product brand.
5. Reflection
This aspect signifies the reference direct to the stereotypical consumer of the brand. If you think
of the term of Reflection, you can take the example of Coca-Cola that basically targets the
consumer aged between 15 to 18 and they promotes the values such as sporty, fun and
friendship, when their actual target is much broader. In his book, professor Kapferer stated that
there is no requirement to hire a brand manager to make a significant reflection of the actual
group in their advertisement campaign, but rather they should present a group that can appeal to
the entire member to the target group.
6. Self-image
The term Self-image stands for a mirror held by the targeted group itself. For example, a driver
who used to drive a Porsche can easily indulge in a thought that he is a rich man, as he can afford
such a high-class expensive car. When a company develops its brand identity, the brand manager
should take such facts into account. We can take another example of Lacoste, as researchers have
found that consumers of the brand always love to consider themselves as members of a sports
club.

BRAND IDENTIY V/S BRAND IMAGE

NEED, WANT AND DEMAND

The women segment currently account for 87% of the total ethnic wear market at the INR.
54.425 crores. The opportunities thrown up by ethnic/ wedding market in India are tremendous.
Owing to the religious and cultural diversity of India, a wide range of occasion are celebrated
when consumer tend to purchase ethnic wear.
Entrepreneurs looking at investing in ethnic wear market have an immense capacity as organized
retailers are offering franchise opportunity to partner with them. Many brands like Manyavar are
offering a good 30% return on investment to franchisees.
The big fat Indian wedding industry, cultural and religious occasions are the key reasons
contributing to the growth of Indian ethnic wear market. From small to big towns, the market is
growing fast. The category, which has been favourite with the old people in India, is now
becoming popular among the youth as well.
Modern retailers, especially large format retailer are ramping up their expansion plans across
metros tier-1 and tier-11 cities. This will contribute significantly to the growth of Indian ethnic
wear market.

BRIEF OF THE BRAND

The brand will be for Womens Indian bridal and Ethnic wear
They offer Lehengas, Sarees, Kurtis, unstitched & stitched suits and ready made blouses
The brand focuses on designing and fabricating clothing line that could complement the
modern and urban woman of todays world and that could praise her achievements and
accomplishments at home, work, and the leisure
Highly dedicated and passionate to make stylish and unique designer wear for women of
all age groups, all the clothing and apparel offered by the brand adheres to the top notch
and superior quality standards and meticulous and intricate attention to detail

VISION AND VALUES

The vision of the company is to become most wanted company of the Indian wear
offering exclusive variety to women with a wide range and abundance of sizes and cuts
ideal for the Indian body
The values of the brand cover transparency drive for efficiency, capability, adaptability
and more. Offering products at extremely decent prices.

NAME OF THE BRAND

In the name PR. Akriti Akriti signifies shape , form and figure while when the two
name combines that means Prakriti which means natural processes will be incorporated in
near future.
This name creates a desire to be a leader, to pioneer new undertakings, and to try new
ideas in practical, creative endeavors that provide an outlet for versatility and
imagination.
With this name the company promises to provide different silhouettes that are suitable for
the Indian women according to their body type and sizes.

LOGO

Be appealingly beautiful

LOGO ANALYSIS
COLOR SIGNIFICATIONS
GREEN: Growth And Vitality, Reliability, Down To Earth, Kind And Loyal
Red: Passion, Love, Desire, and Strength
Black: Power, Sexuality, Sophistication, Elegance
Black line at the top signifies the kind of stability that the business will have in the form
of quality, services that will be provided to the customer
The exclamation mark implies playfulness .The thought process involved in generating
the designs and making it unique and best for its customers in all possible ways.
The font type is broad and bold i.e. itll grab the attention from far.

TAGLINE
Be Appealingly Beautiful
The tagline comprises of :
Be+ Appealingly+ Beautiful
Where, Appealing means attractive or interesting and,
Beautiful means pleasant and kind
The tagline signifies that women should look attractive by being properly dressed in the
attire that perfectly suits her body shape and size
Hence, we provide the best silhouettes in the Indian Dresses accordingly making them
look elegant and attractive at the same time.

THE 4 PS

PRODUCT
Lehengas
Sarees
Kurtis (Stitched & Unstitched)
Readymade Blouses

PRICE
Lehengas (1,999/- to 25,000/-)
Sarees (699/- to 15,000/-)
Kurtis (499/- to 10,000/-)
Readymade blouses (299/- to 5,000/-)

PLACE
First outlet will be opened in Abu Lane
area of Meerut City (Uttar Pradesh)

PROMOTION
Newspaper Advertisements
Hoardings
Social media( Facebook, Instagram
page)
Online website
Messages and mail sent to customers.

STP OF THE BRAND

SEGEMENTING
Set up in Northern India
Target Female who are mainly office
going or married or both
To bring confidence in every women
that they can look attractive in any
body form
Style based

POSITIONING
Ethnic brand for the fashion conscious, contemporary, independent women
Mid to premium range strategy
Innovation being the prime strategy

USP OF THE COMPANY

Better merchandise
Reasonable prices
Great ambience
Personalizes service
Quick fashion turnaround

TARGETING
Contemporary
Indian
Women
between 21-50 years, hailing from
middle to upper class

FUTURE SENARIOS
In terms of expansion of business currently two aspects are there that will be taken consideration
of. These are:
Expanding the business will include expansion in terms of technology. Some natural
processes like use of natural colors, hand embroideries, different weaving practices will
be incorporated. Some artisans will be hired who will work for the company. This will be
in coordination with the name of the brand that is Prakriti (When PR and Akriti are
combined together).
Initially one Mortar store will be opened and then after some time the success of the store
online retailing will be started.

BRAND IDENTITY PRISM OF BRAND PR. AKRITI

COMPETITORS
Jashn
Biba
Neerus
Kalanjali
Fab India
Chhabras 555
Soch

TWO BRANDS TO CROSS CHECK THE BRAND IDENTITY OF THE

BRAND PR. AKRITI
To check the brand identity of the brand lets take two brand which are already established in the
same category:
Soch
Fabindia

A. SOCH
INTRODUCTION
Soch is a brand of contemporary Indian women. They
offer Sarees, Kurtas, Kurtis, Unstitched Suits and
Ready Made Blouses. Their garments and fabrics are
handpicked from Mumbai, Delhi, Calcutta, Banaras,
Jaipur, Mysore and Kancheepuram. They blend
traditional fabrics of country such as Cotton, Silk,
Khadi etc with modern designs and create fashion
clothing for todays women. They have 53 exclusive
retail showrooms in Tier1 and Tier 2 cities in country.

Fashioned and made up from a vast array of simply magnificent and exquisite handpicked long
lasting fabrics and material including chiffons, cottons, silks, crepes, brocades, voiles or blends
sourced from different locations from all around the country covering Delhi, Mumbai, Mysore,
Calcutta, Jaipur, Kancheepuram, Banaras, and more, the brand proffers an exclusive and

amazing collection of Indian wear ideal to be worn at almost every occasion.

CONCEPT
The concept is derived from the Brand name itselfTodays modern woman + soch = Todays Soch for Todays Woman!
PERSONALITY TRAITS OF TODAYS WOMEN
Independent
Has her own opinions
Takes care of her personality
Wants to look beautiful
Has aims and aspirations
Part of decision making

BRAND IDENTITY PRISM OF BRAND SOCH

B. FABINDIA
ABOUT THE COMPANY
Fabindia is India's largest private platform for products that are made from traditional
techniques, skills and hand-based processes. Fabindia links over 55,000 craft based rural
producers to modern urban markets, thereby creating a base for skilled, sustainable rural
employment, and preserving India's traditional handicrafts in the process. Fabindia's products are
natural, craft based, contemporary, and affordable.

THE VISION
At Fabindia we celebrate India, and Endeavour to bring all that we love about India to
customers around the world.

THE MISSION
We will harness the transformative power of a well-run business committed to profitable growth
in support of Fabindias Vision. We will strengthen and support our community of customers,
designers, artisans, farmers, makers and entrepreneurs inspired by India.
We will give our customers products that delight them by interpreting our rich heritage and
traditional knowledge, while protecting the natural environment.

VALUES & GUIDING PRINCIPLES

To remain true to our companys history and our founders original Vision: "In addition to
making profits, our aims are constant development of new products, a fair, equitable and helpful
relationship with our producers, and the maintenance of quality on which our reputation rests."
John Bissell
To ensure that we delight our customers with our products and service, and always make them
feel that they are getting great value for their money.
To design, make and sell products with intrinsic worth that comes from the original designs,
knowledge, care and skill with which these are made.
To be true to our commitment and history as an ethical and trust-worthy brand promoting a
stake-holder based community model of inclusive capitalism.
To constantly share our Vision with our employees, suppliers, business associates and customers,
so that we collectively ensure that all our actions are in service of our Vision, Mission and
Guiding Principles.

The Company

FabIndia

Business
Description

Fabindia is India's largest private platform for products that are made from
traditional techniques, skills and hand-based processes

Business
Segments

Revenues

The company operates through three segments Fabindia stores,

Wholesale Exports, and Institutional Sales
Fabindias first retail store opened in New Delhi in 1976. Today,
Fabindia has 141 retail stores across India and 1 store each in Dubai,
Nepal and Italy.
The product range consists of garments for men, women, children and
infants; garment accessories; home furnishings bed, bath, table and
kitchen linen, upholstery fabric, curtains, floor coverings and a range of
non textile products like furniture, lights, lamps and stationery. In
addition to handcrafted clothing and home furnishings, Fabindias
product line includes organic foods and Personal care products.
Fabindia exports to over 33 countries worldwide, to wholesalers as well
as retailers. Products include home linens as well as garments.

350 Cr 500 cr(as its privately held hence exact numbers were not available)

Staffing
Marketing
Focus

Fab Indias marketing strategies are focused on the companys basic

philosophy that there was a need for a vehicle for marketing the vast and
diverse craft traditions of India and thereby help fulfill the need to provide and
sustain employment.

Retail
Strategy
Focus
Competitors

Clothing: Very little competition from organized sector, primary competition

is from small regional boutique players such as Kilol, Anokhi, Cottons
Organic Food and Furniture: Several organized chains such as Godrejs
Nature Basket in food. Primarily unorganized sector in Furniture

THE FAB INDIA MARKETING OUTLOOK

USP:
Quality of the fabric and the cultivated image of Indianness
Does not follow any customer acquisition strategy: focuses on customer retention
Key element: word of mouth publicity
(Zero advertising except print ads during
promotions)

4 PS

BRAND IDENTITY PRISM OF FABINDIA

COMPARISON

ASPECTS

PR. AKRITI

SOCH

FABINDIA

PHYSIQUE

-High quality, fashion -Stylish And Unique

and trends,
Designer Wear For
-Total
look
for Women
women.

PERSONALITY

-Elegant
-Sophisticated
-Down To Earth
-Reliable
-Passionate

RELATIONSHIP -Customized advice

-Emotional
-Close to women

-Traditional
techniques
-skilled and hand
based processes

-Highly dedicated and -Traditional

crafts
passionate
and knowledge

-praise her
-Emotional
achievements and
-Healthy
Accomplishments at
home, work, and the
leisure.

CULTURE

-Fashion,
-Sophistication
-Innovative
-Simplicity

-Magnificent
Exquisite

REFLECTION

-Fashion-conscious
Women
-Traditional
-Independent

-Fashion Conscious
Independent

-She should embrace

her body and should
embrace everything
about herself

-Her thoughts are as -Women of Today

beautiful
as
her - A delighted
clothes.
customer
is
our
-Beauty inside and brand Ambassador
outside.

SELF-IMAGE

And -No discounts & sales

-Customer retention

-Premium prices
-Environmental
friendly
-Contemporary
affordable

&

ANALYSIS
Considering all the aspects and the details of the brands listed above, namely Akriti, Soch and
Fabindia. It is evident that that some of the details of the new brand PR. Akriti are in favor of
the identity that it will have in coming time as compared with the already existing brand. While
some of them has to looked upon and can be improved at certain level.
So in detail the different aspects of the Kapferers brand identity model are described below:
a) Physique: All the three brands are women based and follow fashion and uniqueness.
FabInida has an USP in terms if physique that it provides clothing which evolves skilled
techniques and hand based processes. Therefore, the physical characteristic of the product
are correctly defined in the case of brand PR. Akriti. The services and the products
exactly look like product of high fashion and quality and are for women. These feature
and attributes can mount up to the brand value within a short span of time.
b) Personality: The common attribute in all the aspects is passionate. Passion is something
that is required for every business to perish. PR. Akriti brand is down to earth in terms
of the prices it offers and reliable. Reliable here means that the consumer can rely upon
the quality, fit and the type of the products that the brand offers. In the terms of
personality Fabindia differs in the concept of traditional craft and knowledge.
These characteristics directly define the character of the brand.
c) Relationship: Here the term Relationship signifies the relationship between the
customers and the brand. The entire three brands constitute to emotional relationship
with their customers. PR. Akriti brand portrays emotional relation with their customer
as it work upon making their customer looks beautiful in whatever size or shape they are.
The entire three brands appreciate the achievements and accomplishment of women and
also consider their health to be their responsibility.
d) Culture: The culture of the brand establishes link between brand organizations. The
culture of all the three brands is extremely beautiful and delicate. But in FabIndia
customer retention and no discounts idea give another way to look towards the culture of
the brand. One can aim toward building more customer loyalty and to maintain the
standards and values of the ethics, the practice of saying no to discounts can be followed
up.
e) Reflection: This aspect signifies the reference direct to the stereotypical consumer of the
brand. Fashion conscious is the type of consumer that is reflected through the brand
image. Independent is another image that is reflected of the women being targeted by the
brands stated above. Affordable price is also to be considered when we think about these
brands as they target the medium class of the society. Environmentally friendly image is
something that is associated with Fabindia only.

f) Self-image: The term Self-image stands for a mirror held by the targeted group itself.
When a company develops its brand identity, the brand manager should take such facts
into account. She should embrace her body and should embrace everything about
herself is the self image of the brand PR. Akriti which depicts that they work for the
women to make her feel more beautiful and confident.
To make them feel beautiful from inside and outside both and they focus upon the
women of today who is independent and traditional.

CONCLUSION
Strong brands are capable of weaving all aspects into an effective order to create a concise,
clear and appealing brand identity.
-Jean-Noel Kapferer

Brand identity prism enables brand managers to assess the strengths and weakness of their
brands using the aspects of the prism. It also helps to find the way of creating the brand loyalty
and financial values.
Therefore, in this case what can be added to the identity of the brand is the environmental aspect
as we saw in the case of Fabindia. Some sort of traditional techniques and hand based processes
can be involved that give advantage to the brand in terms of an additional point on the USP of
the brand and also to the customer in terms if the healthy benefits that they get from the quality
of the fabric that they wear.
The brand should have a USP that differentiate it from other brands and make it stand out from
other brands. Such kind of quality like that of Fabindia will make the brand reflect information
about different crafts and techniques used in India and will makes the customers more aware of
the work put in for their fabric and helps them with their association with brand FabIndia.
The brand also should focus on customer retention to grab more loyal customers. The main point
to be considered is that the motivating factor for the customer is quality and consistency of
product and the service

REFERENCES
MSG Management Study Guide. (n.d.). Retrieved September 27, 2016, from
http://www.managementstudyguide.com/identity-vs-image.htm
Soch Brand Presentation. (n.d.). Retrieved September 25, 2016,
https://www.scribd.com/presentation/233158995/Soch-Brand-Presentation
FabIndia - SlideShare. (n.d.). Retrieved
http://www.slideshare.net/ParvathiOm/fabindia

September

About the company. (n.d.). Retrieved September 27, 2016, from

http://www.fabindia.com/pages/about-us/pgid-1124038.aspx

27,

2016,

from

from