BRAND

IDENTITY PRISM

ASSIGNMENT 1
 ACKNOWLEDGMENT

We express our sincere thanks to our project guide, Dr. Sibichan Mathew, faculty of Masters of
Fashion Management Department, for guiding us right from the inception till the successful
completion of the project. We sincerely acknowledge him for extending his valuable guidance,
critical reviews on project and the report and above all the moral support he had provided to us with
all stages of this project.

(Name of Students)

Anushka Sikka

Khushboo Bhushan

Nayyera Khan

Nikita Bharti

Ritika Choudhary

Sakshi Naharia

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 CHAPTER 1- LITERATURE REVIEW ................................ 1
Table of Contents

CHAPTER 2- INTRODUCTION ............................................ 2

2.1 Brand Identity ........................................................................ 2
2.2 Brand Identity Prism ............................................................. 2
CHAPTER 3- COMPETITOR ANALYSIS ........................... 5
3.1 Ralph Lauren ......................................................................... 5
3.2 Patagonia ............................................................................... 9
3.3 Lindeberg............................................................................. 12
3.4 Rhone................................................................................... 15
3.5 Alps & Metres ..................................................................... 19
CHAPTER 4- B.I.P - ZABARONE ....................................... 23
4.1 Physique .............................................................................. 24
4.2 Personality ........................................................................... 26
4.3 Culture ................................................................................. 28
4.4 Relationship ......................................................................... 29
4.5 Reflection ............................................................................ 31
4.6 Self-Image ........................................................................... 32

CHAPTER 5- CONCLUSION ............................................... 33

BIBLIOGRAPHY ................................................................... 34

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 CHAPTER 1: LITERATURE REVIEW
A well-defined brand identity is the bedrock of the management and overall long-term building of a
brand (Kapferer, 1991, 2012; Urde, 1994, 2003; Balmer and Greyser, 2003; Aaker, 2004; Balmer,
2008; Hatch and Schultz, 2008; Balmer et al, 2009; Burmann et al, 2009; de Chernatony, 2010).
The brand management discipline has long acknowledged that the strategic management of brand
identity is a key activity.

The concept of the augmented product (Levitt, 1960, 1981) expanded on the product–brand
relationship, and on associated tangible and intangible benefits. The need to define the brand and
coordinate brand communication was recognised in the 1960s by advertising agencies and their
customers, primarily in the fast-moving consumer goods sector.

The Ted Bates agency developed the Brand Wheel, consisting of five concentric fields, representing
attributes, benefits (functional, emotional or symbolic), values and brand personality, around the
‗brand essence‘ at the hub.

Other proprietary models following a similar logic are Unilever‘s Brand Key and Johnson &
Johnson‘s Bull‘s Eye. In the academic literature, the seminal Brand Concept-Image Model (Park et
al, 1986) reinforces the idea of selecting, implementing and controlling a brand image over time.
Such models were primarily designed for image driven product brands and were intended to ‗satisfy
the needs and wants of the consumers‘ (Kotler, 1984), which is characteristic of a market-oriented
approach (Kohli and Jaworski, 1990; Hooley et al, 1998). They are not concerned with the internal
aspects of the brand, which seriously limits their applicability to the defining of corporate brand
identity.

The influential Brand Identity Prism (Kapferer, 1991, 2012), drawing upon the pioneering work of
Asch (1946), shifted the focus of the earlier models from ‗image‘ to ‗identity‘. The prism‘s six
facets correspond to the elements of a brand‘s identity: physique, relationship and reflection plus
personality, culture and self-image. The emphasis on self-image and reflection, respectively,
describing ‗what I say to myself through my choice of brand‘ and ‗what others say about or think of
my choice of brand‘, makes the Brand Identity Prism more suitable for analysis of product brands
than corporate brands. (Urde, 2013)

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 CHAPTER 2: INTRODUCTION

2.1 BRAND IDENTITY

A strong and recognizable brand can help a business be more successful, which is why
creating an effective brand identity is so important. When you create a brand identity, you're
essentially applying your brand values to any visual elements that will be used to promote
your business. This means that a brand identity is more than just a logo, and consists of a
variety of marketing materials.

2.2 BRAND IDENTITY PRISM (BIP)

In 1996, Jean-Noël Kapferer aimed to conceptualize what he considers the six elements of a
brand‘s identity. The Brand Identity Prism works as a diagram to help us understand these
elements and how they relate to one another. Together, Kapferer argues, the elements help
businesses build strong brands, which in turn helps them communicate clearly and
transparently and be easily remembered and recognized.

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According to Kapferer: ―Strong brands are capable of weaving all aspects [of the prism] into an
effective whole in order to create a concise, clear, and appealing brand identity.‖

The Kapferer Brand Identity Prism places these six elements in relation to each other by taking into
consideration their position between the business (Sender) and client (Recipient), and vice versa.
The areas defined between these points range from internal (Personality, Culture, Self-image) to
external (Physique, Relationship, Reflection), and many paths can be drawn to join each area.

The key elements of Kapferer‘s model are as follows:

1. PHYSIQUE
The first element refers to the physical characteristics of a brand. Namely, how we define the
brand and how it will manifest, including its visual features—visual cues that help consumers
identify the brand.
A good example of a brand with distinctive physical characteristics is iPhone. Some ideas that
come to mind when we think of iPhone include modern, sleek, and minimalistic. Apple has
succeeded in reflecting these attributes, which are its core values, throughout its products. Other
common elements of physique include colours, logos, and packaging.

2. PERSONALITY
The second element is the brand‘s personality or character—the traits of the brand in the eyes of
the consumer. One way of understanding this concept would be to imagine your favourite brand
as a living thing. What kind of living thing is it? How does it behave?
To convey brand personality, brands may use a specific style of writing, tone, attitude, or
colours. For example, Coca-Cola uses its iconic typeface and the color red to communicate
happiness and the moments of joy the brand personifies.

3. CULTURE
According to Kapferer, culture is the set of values that feed into or set a foundation for the brand.
In some cases, this will include the culture and values of the brand‘s country of origin (e.g.,
Ferrari is associated with luxury and the Italian tradition of sports cars). In other cases, Culture
may have little to do with the brand‘s country of origin.

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 Toyota used culture to establish a set of guiding principles known as ―The Toyota Way.‖ These
principles incorporate Japanese cultural concepts, such as ―heijunka,‖ which means ―work like
the tortoise, not like the hare‖ and refers to levelling out the workload to minimize waste.

4. SELF-IMAGE
Self-image relates to the way in which customers see themselves in a particular brand. Brands
can use self-image to their advantage by incorporating it into their identities. Self-image is like a
mirror the target group holds up to itself—by associating themselves with certain brands, they
see themselves differently.
For example, BMW India launched a campaign for people who see themselves driving a BMW,
now or in the future. The campaign was ―Don‘t Postpone Joy.‖

5. REFLECTION
While the terms sound similar, Self-image and Reflection differ in a noteworthy way: Self-image
refers to the customers‘ ideas of themselves, whereas Reflection refers to how a brand portrays
its target audience. Reflection is a set of stereotypical beliefs or attributes of a brand‘s target
market, which is often highlighted in ads and other communications.
For example, Coca-Cola and many other soft-drink companies depict their consumer base as fun,
friendly teenagers, because doing so creates a desired impression of the soft-drink brand. In
reality, consumers of these beverages range far more broadly in both age and personality.

6. RELATIONSHIP
The final element of Kapferer‘s Brand Identity Prism is about the nature of the relationship
between the brand and its consumers, including both abstract aspects of the relationship as well
as more tangible aspects, like what specific services are offered. How a brand connects with its
audience and the type of relationship it wants to build is entirely up to that brand.
What are the types of services or attitude the brand wants to convey? For example, BMW has a
serious-but-playful relationship with its customers, whereas Ferrari‘s relationship is more serious
and exclusive.

The six elements of Kapferer‘s Brand Identity Prism, when working in sync, can help inform a
well-defined, structured brand entity. If the identity is unique, different, and clear about what the
brand is trying to communicate, it can become the foundation of a long-lasting brand.
(LOMBARD, 2018)

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 CHAPTER 3: COMPETITOR ANALYSIS

3.1 POLO RALPH LAUREN

3.1.1 ABOUT THE BRAND

Ralph Lauren (Born October 14, 1939) is an American fashion designer, philanthropist, and
business executive, best known for the Ralph Lauren Corporation, a global multibillion-dollar
enterprise. Lauren stepped down as CEO of the company in September 2015 but remains
executive chairman and chief creative officer. As of 2018, Forbes estimates his wealth at $7.2
billion, which makes Ralph Lauren the 91st richest person in America. (Ralph Lauren)

The corporation is a global leader in the design, marketing, and distribution of premium
lifestyle products in five categories, including apparel, accessories, home, fragrances, and
hospitality. For more than 50 years, Ralph Lauren‘s reputation and distinctive image have
been consistently developed across an expanding number of products, brands, and
international markets.

The Company‘s brand names include Ralph Lauren Collection, Ralph Lauren Purple Label,
Polo Ralph Lauren, Double RL, Lauren Ralph Lauren, Polo Ralph Lauren Children, Chaps,
and Club Monaco. Polo Ralph Lauren for Men's combines Ivy League classics and time-
honoured English haberdashery with downtown styles and all-American sporting looks in
sportswear and tailored clothing. They believe that their global reach, breadth of product
offerings, and multichannel distribution are unique among luxury and apparel companies.
(About Us, 2019)

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 While fashion trends come and go, Ralph has remained true to his original concept: selling
not just preppy clothes but a lifestyle. It has earned him a place in design history.
(Ralph Lauren - Biography)

3.1.2 BRAND IDENTITY PRISM

1. FACET: PHYSIQUE
The Ralph Lauren brand was set up from the start to be all about the American lifestyle and
through its consistent brand experience all over the world it now stands as a symbol of
America. It has a distinct identity of a preppy, powerful and aspirational American look. The
balance between haute couture (sophistication) and classical lines (design and heritage), think
clean-cut oxford shirts and basic polo shirts with the embroidered ponyhas also allowed it to
attract consumers from different age groups, and hold on to them as they have progressively
aged.With his erudite blend of Ivy and prep styles, everyday apparel, country club uniform and
timeless work wear-rooted silhouettes, Ralph Lauren‘s muse is simple; everyday sophistication.
(Ralph Lauren – A Brand Capturing The American Spirit)

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2. FACET: PERSONALITY
The Founder: The Ralph Lauren story is a tale of how the persona and lifestyle of a brand‘s
founder has created a globally recognized icon of American lifestyle. Ralph Lauren is famous
for his controversial opinions on fashion, which are epitomized in his quotes – ―I am not a
fashion person. I am anti-fashion. I am interested in longevity, timelessness, style‖.
Ralph Lauren was democratic in his actions and stated, ―After all, if you‘re going to be the
menswear label of the everyman, it doesn‘t make much sense if you can‘t be worn by every
man.‖ Jerry Lauren, Ralph Lauren‘s brother and head of the menswear division was an avid
collector of Steiff stuffed bears. In 1990, a tradition was started wherein colleagues presented a
Steiff bear version of both Jerry and Ralph Lauren to each of them as a birthday gift. The bear
was dressed preppy style, just like how Jerry Lauren dressed at the time. This preppy-dressed
bear later became a brand mascot and made its way into stores. (50 years of Ralph Lauren)

The Logo: Polo is a relatively expensive yet conservative sport. The company chose
the polo horseman as its symbol because it evokes feelings of pride, elitism and the spirit to
enjoy the lifestyle-oriented ―good life‖.

Philanthropy: The spirit of giving back and helping those in need is a core value of the
company. In areas from the environment and restoration to children‘s literacy and cancer care,
the ongoing commitment to philanthropic initiatives is driven by a vision to create a better
world.

3. FACET: CULTURE
Maintaining a balance between the classics and latest trends is not a one-off tactic for Polo
Ralph Lauren. The ability to look at disparate markers and concepts and create a singular thread
that runs through them all is built into the brand‘s core.
Cowboys, military men, rappers, country club members, Ivy League students, skateboarders,
alpine explorers; all are united through their place in the collective consciousness, whether real
and romanticized. The mythos of the American dream put to cloth.
Ralph Lauren is not a brand, it’s a lifestyle and, over the years, it‘s built a symbiotic
relationship with its followers whose experiences have become as much a part of the brand‘s
story as it has theirs. Ralph Lauren will forever be a guiding light. (50 years of Ralph Lauren)

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4. FACET: RELATIONSHIP
Thebrand‘s communications have always been best-in-class in painting an aspiration picture
of American life.
Sponsorships are an essential tool in their communication strategy. It is currently the official
outfitter for all on-court officials at both the Wimbledon and US Open tennis tournament, and
the official parade outfitter for the US Olympic and Paralympic Teams.
Despite the drastic and disruptive changes in advertising mediums over the years, the themes in
their advertising have been consistent throughout. They are largely focused on family,
romance, and elegant living with a huge representation of the polo player, symbolizing
refinement, affluence, esteem and style.

5. FACET: REFLECTION
The Polo Ralph Lauren Way – love what you do, be passionate, work hard, work together,
take risks, stay real, never compromise, aspire to the best.
The brand is created for a consumer that values quality, exclusivity, style, fine living and
prestige. He or she appreciates the quintessential American look and timeless classics, and
aspires to be respected and recognized for his or her wealth and sophistication.

6. FACET: SELF IMAGE

With the Polo—it can be worn across the board. It might have been targeted toward a particular
group, and it‘s certainly popular among well-heeled, well-to-do people, but it‘s also worn by
absolute scallywags. And they‘re all buying it for the same reason—‗That it‘s simple and easy
to wear, and with that little Pony on my chest, I can show people I’m doing well for
myself.‘ (Ralph Lauren – A Brand Capturing The American Spirit)

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3.2 PATAGONIA
3.2.1 ABOUT THE BRAND

Patagonia Inc. is an American clothing company that markets and sells outdoor clothing. The
company was founded by Yvon Chouinard in 1973 and is based in Ventura, California. Its
logo is the outline of Mount Fitz Roy in the border between Chile and Argentina. Today
Patagonia is one of the world‘s leading eco-friendly clothing brands.
The company reaches far beyond clothing and is committed to teaching and training the next
generation of environmental activists. Patagonia is doing this to continue their mission of
finding a solution to the on-going environmental crisis. Patagonia commits 1% of its total
sales to environmental groups through ‗One Percent for the Planet‘, an organization of which
Yvon Chouinard was a founding member. One Percent for the Planet encourages businesses
to commit 1% of their annual net revenue to non-profit charity organizations focused on
conservation and sustainability.
For decades, Patagonia has been the ultimate store to find eco-conscious clothes that are
equally, and somewhat miraculously, suitable for both the office and outdoors. In addition to
selling sustainable, affordable clothes and accessories, the company donates its "time,
services, and at least 1%" of its sales to making the world a cleaner, greener place. For the
past 45 years, Patagonia has been a business at the cutting edge of environmental activism,
sustainable supply chains, and advocacy for public lands and the outdoors. Its mission has
long been ―Build the best product, cause no unnecessary harm, use business to inspire and
implement solutions to the environmental crisis.‖ (Mulvey, 2017)

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3.2.2 BRAND IDENTITY PRISM

1. FACET: PHYSIQUE
Patagonia‘s Bauhaus-like design philosophy ensured that its simple yet strong and stylish
products, especially in active wear category— like pile-fleece jackets, quick-dry shorts, and
Pataloha Hawaiian shirts—soon became timeless outdoor icons. It led the outdoor industry in
using recycled nylon and polyester fabrics, and Patagonia‘s chilled-out vintage vibe is rooted in
the idea that its clothes are built to last for years, not just seasons. Beat them up, and then pass
them down to your little brother. That‘s the spirit.

2. FACET: PERSONALITY
Patagonia is devoted to equipping you to grab life by the horns and live it to the fullest. Having
a blunt and bold personality, very single purchase of Patagonia is driven by their desire to equip
each of their customers to take on new challenges and get the most out of each one. The brand
makes a very clear statement regarding their stance on environmental issues and their role in
helping to eradicate them.

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3. FACET: CULTURE
It is a set of values that the brand is inspired or originated from. Rhone is an American brand
that believes in producing a great product. They are inspired by the places they have travelled.
Rhone river and Rhone glacier are the brands favorite. As an important trade route for the
Greek and Roman empires, The Rhone is not only aesthetically beautiful, but was also highly
functional for surrounding civilizations, as they grew based on trade. Rhone wants to reflect
this strong and classic inspiration: a handsome line that is highly functional.

4. FACET: RELATIONSHIP
Patagonia extends their customers experience outside of retail strategies by providing their
customers with additional materials to educate, inspire, and assist in this planning process. It
promises trust, quality service and durability. Celebrating adventure, exploration, and
environmental responsibility, The Cleanest Line is a collaborative lifestyle guide for the
modern day adventurer that discusses products, sports, and related environmental issues.
Customers are also invited to recycle their used Patagonia clothing at any brick and mortar
store in an effort to reduce waste and benefit less fortunate communities. Various philanthropic
activities have proven to be a genius tool for uniting people and building community around
Patagonia‘s brand and products, empowering customer relationships through connectivity and
objects‘ power to tell and transmit stories.

5. FACET: REFLECTION
Patagonia‘s customer is someone who has strong societal and environmental ethics and has an
active life. He takes pride in the company‘s philosophy of helping to solve the environmental
crisis.

6. FACET: SELF-IMAGE
Patagonia allows its buyers to feel confident that their retail choices are informed, ethical and
positive. It creates a self-image that is quite authentic and that it uniquely preserves its quality,
environment and ethical ideals.

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3.3 J.LINDEBERG

3.3.1 ABOUT THE BRAND

J.Lindeberg is a Scandinavian fashion house which was founded by Johan Lindeberg in

Stockholm in 1996 with the vision to build an international brand for modern and aware
consumers. (J.Lindeberg)

Lindeberg has always expressed a profound interest in active sports and the idea of
transforming elements and ideas from the high fashion industry into sportswear.The company
bridges fashion and function, offering outstanding products for a modern active lifestyle. The
collections consist of menswear and women swear offering fashion, tailoring, active, golf and
skiwear. (Wikipedia)

The brand mixes the function and craftsmanship of sports fabrics with the luxury of fashion.
A lot of focus is placed on quality and all components for each garment are chosen carefully.
It works with the best fabric and trims suppliers globally to ensure quality and performance in
function as well as sustainability.

Today the distribution covers more than 35 countries, and there are close to 90 J.Lindeberg
stores and 35 shop-in-shops in places like Stockholm, Copenhagen, Oslo, Munich, New York,
Miami, Tokyo, Hong Kong, Beijing, and Shanghai.

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 J.Lindeberg is sold in over 900 stores, including the leading high-end department and
specialty stores around the world. (J.Lindeberg)

The brand also sponsors competitions all over the world such as The Omega Masters
European Tour and the Alpine Ski World Cup. The brand has some of the best athletes in the
world as their ambassadors, including Viktor Hovland and Matt Wallace. It also supports the
―1% for the planet‖ and work hard to provide sustainable solutions for everything that they
do. The initiative means that 1% of the retail price of their two high profile winter jackets
Aron Mech Stretch and Bon Textured Cony will be donated to climate research. (J.Lindeberg)

3.3.2 BRAND IDENTITY PRISM

1. FACET: PHYSIQUE
The brand physique is about the physical specialties and qualities of a brand. The company
bridges sports and fashion. It fuses the sharp silhouettes from fashion with functionality from
active wear. The merchandise is functional as well as fashion oriented.

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2. FACET: PERSONALITY
The merchandise is designed for modern, aware consumers and adventurous explorers who
lead a contemporary and active lifestyle. The brand has various ambassadors from sports like
golf and skiing. They are daring, risk-takers and champions. They represent an active lifestyle.
Apart from the sportsmen, a range of celebrities have also seen sporting the brand like Brad
Pitt, Justin Timberlake and Ashton Kutcher.

3. FACET: CULTURE
J.Lindeberg is a Sweden brand. Lindeberg visualized the brand while motorcycling across
Europe. The stores are also designed by Swedish architect Albert Francois Lenoard to bring out
the Scandinavian vibe. As an ex-marketing director of Diesel, Lindeberg was inclined towards
fashion and his profound interest in active sports gave birth to the brand where he transformed
elements and ideas from the high fashion industry into sportswear.

4. FACET: RELATIONSHIP
J.Lindeberg has created a community of modern, aware consumers and adventurous explorers.
Apart from offering performance wear for sports like golf and skiing, the brand is also a
sponsor of competitions all over the world such as The Omega Masters European Tour and the
Alpine Ski World Cup. The brand also understands its corporate responsibility and tries to
incorporate sustainable practices in its supply chain wherever possible. (J.Lindeberg)

5. FACET: REFLECTION
J.Lindeberg‘s customers are seen as people with active lifestyle who are modern yet
adventurous. They are involved into sports like golf and skiing and are always ready for
whatever life has to offer. Apart from this, they are also fashion forward and are responsible
towards the environment.

6. FACET: SELF-IMAGE
The brand offers merchandise which is highly functional and specific to a couple of sports. It
offers high end merchandise in fashion, golf and ski and fuses fashion and sports and gives out
timeless collections. The consumers are seen as people who are both fashion forward and
adventurous. It also creates a self-image that the customer‘s choices are ethical and responsible.

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3.4 RHONE
3.4.1 ABOUT THE BRAND

Rhone was founded in New Canaan, Connecticut, in 2014 by Nate Checketts, an ex-
NFL employee, Kyle McClure, a former NCAA lacrosse player, and two other founders. The
company's name comes from the river and region in Europe. The founders were inspired not
only by the beauty but also by how highly functional the river is for the surrounding
civilizations.

The company launched as a web-only retailer, but partnered with Bloomingdale's in

November 2014 to sell in five locations. In 2015, it entered 127 retail storefronts, selling at
such retailers as Nordstrom, Equinox and Core Power Yoga. Rhone launched its first pop-up
store in New York City.

Rhone experienced sharp growth in 2015. In the month of November, it earned 62% of its
2014 revenue. Its website traffic rose by 350% from 2014 to 2015. Wholesale became the
primary driver of the company's 500% growth over the year before that.
The company announced the closing of a $5 million Series A financing in September 2015.
The investors came from sports, media and fashion circles, including Steve Bornstein, David
Stern, Ryen Russillo, and Shane Battier. Since its launch, Rhone has raised a total of $6.2
million.

In February 2016, Rhone organized the purchase of a building from 1892 in Stamford to
convert it to a new headquarters. At the time, about 65% of its business was online.

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 Rhone is targeting sophisticated, high-income, active men that look for active wear that is
both functional and attractive. Its targeted demographic is between 25 and 50 years of age. Its
buyers are diverse, including a unit that defuses bombs in Afghanistan as well
as marathon winners. The fitness clothes can also be used for day-to-day activities.

The company's product line aims to separate the brand from competitors like Lulu
lemon, Nike and Under Armour, whose premium men's offerings are more generic and less
available. The company uses superior materials in order to create clothes that last longer than
the average product. While the average mass brands spend between $2 and $4 a yard for
fabrics, some of Rhone's fabrics cost $15 per yard.

When the company founders began researching antimicrobial fabrics, they found that
weaving silver into cloth created permanent antibacterial and anti-odorant protection, unlike
typical anti-odorant treatments which last for 15 to 20 washes. Silver Tech is the brand name
of the silver thread that is woven into the company's fabrics. In fact, silver has been used as an
antiseptic since Hippocrates. The kind of silver threading Rhone uses was initially developed
by the American military for soldiers in Iraq. When it launched, Rhone got numerous orders
from army bases, as captains were ordering the gear for troops to wear during training.

Clothing details include strategically placed breathable mesh venting panels; silicone gel on
the drawstring; a media pocket; and a thick, tall and padded waistband on the shorts. The
clothes have stitched-in inspirational messages, such as "Don't Die Without a Few Scars" or
"What We Do in Life Echoes in Eternity." Flat lock stitching, where the seams lie flat with
edges of fabric butting together rather than folding together, is used to avoid chafing. The
Polartec Power Dry patented construction creates a fabric that is quick wicking to improve
breathability and performance. The clothes have a combination of open and zippered pockets.
The fit is a medium between XXL and compression. (Wikepedia, 2019)

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3.4.2 BRAND IDENTITY PRISM

1. FACET: PHYSIQUE
Physical aspects and the main purpose of the brand; it tells the consumers what the product
is, what the product actually does and what the product carries value in the eye of customers.
The physique of Rhone is ―Functional and attractive engineered clothing for modern man‖
because that is what the kind of active wear they focus on. The quality of the product is at
par such that even royalties can wear it. The clothes bring together a seamless integration of
fit, form and function.

2. FACET: PERSONALITY
Personality refers to when brands talk about its product and what kind of person it would be
if it were a human being. Rhone brand personality may be that of confident, righteous,
guided by principles and success driven man. Who is passionate athlete and believes in unity
in an ever divided world.

3. FACET: CULTURE
It is a set of values that the brand is inspired or originated from. Rhone is an American brand
that believes in producing a great product. They are inspired by the places they have
travelled. Rhone river and Rhone glacier are the brands favorite.

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 As an important trade route for the Greek and Roman empires, The Rhone is not only
aesthetically beautiful, but was also highly functional for surrounding civilizations, as they
grew based on trade. Rhone wants to reflect this strong and classic inspiration: a handsome
line that is highly functional.

4. FACET: RELATIONSHIP
The second dimension is relationship. Customers can have a relationship with the brand
because the brand involves with transaction and exchange between people. Rhone maintains
a good relationship with customers. Before a new product is released or a new feature is
updated, it is run by the customers first. Collecting customer feedback on these changes
makes customer feels more involved.
Furthermore, Rhone takes accountability that they are human, they might not be perfect
every time but they are always improving. ―Always getting up to advance after you fall
behind, and to improve every day‖

5. FACET: REFLECTION
Reflection means how the individual in the target group of customers identify himself as a
person in relation to the brand. Customers will be reflected Rhone Clothing as The clothing
for a sophisticated high income earning active man, who cares about clothes performance
for dynamic lifestyle, for succeeding with timeless fashion at the same time functional
fashion. He does not want to me a human billboard for the brand.

6. FACET: SELF IMAGE

In Rhone prism, the person who identifies himself as a sophisticated, performing his best
and pushing his limits will buy Rhone clothing as customers buy clothes corresponding to
their self-image.
Rhone has functional and highly engineered clothes rather than being generic. Rhone
differentiated itself from day one by offering a high-end, premium product line not designed
for obsolescence. More innovatively, they combined classic cuts and designs with elevated
technology, like silver molecules, to create a faster drying, more odor-resistant, and more
durable product that was specifically designed for men (Taylor, 2016). Born from
everything that the modern, active man is and represents: sweaty, stinky, hard on
themselves, hard in life. But still ever conscious about how they look, feel, and perform
outwardly to the world.

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3.5 ALPS & METRES
3.5.1 ABOUT THE BRAND

Alps & Meters founded in 2013 by founder Louis Joseph, was born from a snow filled trip to
the village of Åre, in Sweden. The brand has been built on a set of traditional values that
reflect deep appreciation for authentic alpine sport. The brand intends to express a deep
appreciation for rich and memorable mountain experiences through the design of first class
performance outerwear.

The word ―Alps‖ transports to the mountain ranges, snow filled slopes, evergreen tree lines
and warm après celebrations. The word "Meters" has two powerful meanings: first, the height
and majesty of the mountains and second, the unit of measure on vintage yellow tape used by
garment tailors to produce apparel of exceptional fit and workmanship.

Perfect for the style-conscious skier or snowboarder who values the technical attributes of
modern snow-wear, Alps & Meters provides a brilliant balance of old-school styling and
cutting-edge innovation. The brand is a marriage of classic garment construction techniques
with natural materials, like whole-grain, water-repellent leathers and nano-coated yarns, and
bundling that together with contemporary technology.

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3.5.2 BRAND IDENTITY PRISM

1. FACET: PHYSIQUE
Combining classic construction, a blend of natural and man-made materials, timeless design
and timely functionality, the brand has built up a handsome range of serious performance
gear. Iconic pieces such as the Shawl Collar Jacket and Alpine Anorak reflect a desire to
fuse the old world with the new. Each garment is built to deftly adhere to timeless aesthetic
values with modern performance attributes

The men’s shawl collar jacket — a heavy water- repellent lamb‘s wool sweater with full
grain leather detailing, inspired by that seminal Swedish vintage find, is a best-seller.

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 The lace-front, waterproofed waxed canvas alpine
anorak is inspired from the uniforms worn by the
10th Mountain Division of the US military, an elite
alpine unit that fought in the mountains of Europe
during World War II.

2. FACET: PERSONALITY
Alps & Meters is a clothing brand that pulses with personality, with identity. It portrays the
timeless, nostalgic, and rich experiences that many have enjoyed in mountain villages
around the world.
Each garment by the brand is built to deftly adhere to timeless aesthetic values with modern
performance attributes to create a contemporary expression of traditional alpine sportswear.
Timeless methods of making such as knitting and tailored construction techniques are
married with the very best natural materials. Alps & Meters‘ products revisit the beauty and
sturdiness of classic silhouettes with the intent of providing the highest levels of taste and
craftsmanship. (Alps & Meters, 2018)

3. FACET: CULTURE
Inspired by "the romantic traditions and rich history of skiing and alpine sport, Alps &
meters convey a sense of tradition and a classic appreciation for authentic alpine sports.Alps
& Meters‘ products combine natural materials, classic garment construction techniques and
contemporary technologies. The outerwear by the brand may evoke nostalgia in the older
generation while appealing to younger winter sport enthusiasts for its performance aspects.
(The Rake, 2017)

4. FACET: RELATIONSHIP
With services like First Class Warranty, Risk free Home try on, Home Delivery,
Complimentary gift wrapping, Live Chat with a product expert and free shipping both ways,
the brand is building a strong network which relies on trust and reliability. (Alps & Meters,
2018)

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 5. FACET: REFLECTION
Alps & Meters customer is someone who understands what‘s required for on-mountainfit
and performance in the alpine atmosphere, someone who appreciates the past, butalso
someone who is seeking newness and is willing to challenge the norms of the marketplace.
The brand also has a blog which they use to connect to their customer and share stories of
famous mountain skiers and mountaineering destinations. (The Rake, 2017)

6. FACET: SELF IMAGE

Combining classic construction, a blend of natural and man-made materials, timeless design
and timely functionality, the brand has built up a handsome range of serious performance
gear.
Coupled with classic construction and timeless designs, the brand sure oozes a sense of
authenticity, elegance and passion. With a casual but refined appeal, the brand is perfect for
relaxing after a day on the slopes. Handsome, utilitarian, and laid-back, the brand is a
favourite for ski and mountain town pursuits. (Alps & Meters, 2018)

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 CHAPTER 4: ZABARONE

BRAND IDENTITY PRISM

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4.1 FACET: PHYSIQUE

A brand has physical specifications and qualities that form its ‗physique‘. It is made of a
combination of either salient objective features or emerging ones. Physique is both the
brand‘s backbone and its tangible added value. If the brand is a flower, its physique is the
stem. Without the stem, the flower dies: it is the flower‘s objective and tangible basis. This
is how branding traditionally works: focusing on know-how and classic positioning, relying
on certain key product and brand attributes and benefits.The first step in developing brand is
to define its physical aspect: What is it concretely? What does it do? What does it look like?

Zabarone is deeply rooted in Kashmir, so its physique takes strong inspiration from the
beautiful land filled with silvery streams, chinar forests, snow clad mountains, green
meadows and exotic fruits, flora and flowers.

The physique if Zabarone can be defined through the under mentioned elements:

The Logo- Chinar Leaf

The Chinar, radiant in red, mauve, amber and yellow, dots the autumn landscape of
Kashmir, bringing cheer to people whose lives
have been marred by years of militancy.

The brand wants to associate itself with the same

emotions.

The Name- Zabarone

The name, a variation of the foundation‘s name (Zabarwan), is a combination of Zabar,
Arabic for upper hand and ONE, the unifier. ZABARONE, being a high end brand follows
the baseline- ‗the upper hand‘ tohelp cement its position in the category along with acting as
a unifier for Kashmir to the world.

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 The Walnut
Kashmir is the main contributor to India's walnut production. Walnuts represent toughness
due to their hard outer shell and the seed
represents fecundity and fruitfulness as per
their nature. Walnuts in particular are a potent
symbol of masculinity.
The nut is thought of as endurance to
hardshipsand breaking open a nut represents
breaking through the hardships - the healthy
nut insidesuggests that your labours will pay off, and that the struggle was worth it.

The Hangul- Kashmir Stag

The national animal of Kashmir, the Kashmir Stag is commonly known as Hangul. It is a
handsome member of the red deer species and
walks with great prestige. Sighting a Hangul is
a matter of wild luck. The animal senses
human presence much before a human eye can
spot it, and makes a quick getaway. The
Hangul is always ahead of man‘s sensory
abilities. Zabarone, just like Hangul aims to be
ahead of its competitors by being agile in terms of innovation and implementation to
satisfy customers.
Zabarone aims to be a high-end brand dealing in golf and other lifestyle apparel and
merchandise to help the underprivileged. When consumers purchase merchandise, a
portion of the sales proceeds will go to The Zabarwan Foundation‘s charity. Just like the
Chinar brings cheer, Zabarone will uphold the same.
The name of the brand translates to upper hand and the Hangul is a symbol of the same
because of its sensory abilities, thus providing the required agility ad advantage to the
brand.
The brand aims to only cater to Men‘s Wear and what better than a walnut to symbolise
masculinity. Thus, the Chinar, the Hangul, the Walnut and Zabarone as name communicate
the brand physique.

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4.2 FACET: PERSONALITY

Brand personality is the way a brand speaks and behaves. It means assigning human
personality traits/characteristics to a brand so as to achieve differentiation. These
characteristics signify brand behaviour through both individuals representing the brand (i.e.
it‘s employees) as well as through advertising, packaging, etc. When brand image or brand
identity is expressed in terms of human traits, it is called brand personality.

Out of the five main types of brand personalities, Zabarone is ‗Competent‘: successful,
accomplished and influential, highlighted by leadership.

If Zabarone were a person, he would have the following:

Qualities

 Class and Sophistication

 Generosity
 Spirit of Sportsmanship

Demographic Features

 Age: Above 28
 Gender: Male
 Class: Upper Middle Class.

Psychographic Profile- David Beckham

 Personality characteristics: Strong and humble, neither underestimates nor

overestimates abilities.
 Principles & beliefs: Believes in making a positive impact on the people he crosses
paths with.
 Activities & Interests: Enthusiastic about outdoor sports, nature and philanthropy.
David Beckham considers philanthropy to be an integral part of his life. His own charity,
the Victoria and David Beckham Charitable Trust, provides wheelchairs to children in
need, and his focus on helping children has led to his appointment as a UNICEF
Ambassador among his other charitable ventures.

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 David Beckham‘s style is classy and sophisticated, Zabarone resonated with the same.

Despite being a soccer superstar, he does not limit himself to one sport. He believes in the
spirit of sportsmanship which is Zabarone‘s belief as a brand.

David Beckham has a strong personality and at the same time is humble and grounded.
Beckham has always walked to the beat of his own drum, making his own rules. Zabarone
aims to follow suit to be an innovator in the sphere of hi-end active wear with a purpose.

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4.3 FACET: CULTURE

Culture is a set of values that feed into or set a foundation for the brand. Brand Culture can
be defined as the inherent DNA of the brand and its values that governs every brand
experience, brand expression, interaction with the customers, employees, and other
stakeholders of the company along with every touch point. It plays an essential role in the
Brand Identity Prism and helps differentiating brands. It indicates the ethos whose values are
embodied in the products and services of the brand.

The culture of Zabarone is completely inspired from that of Kashmir, deeply rooted and with
a philanthropic motto. Known for its beauty and charm, Kashmir is situated across forested
ravines and steep mountain passes. The valley of Kashmir is cradled in the Himalayas, under
the crystal blue skies, against the background of snow-capped mountains. It is a beautiful
land filled with rivers, chinar forests, shikaras, green meadows and slopes full of flowers of
vibrant colours. Kashmir is one the most sought after destinations in India for adventure
activities. Popular sports in Jammu and Kashmir include cricket and football along with
sports like golf, and other winter, water and adventure sports.

Our brand reaches far beyond clothing and is committed to bring about a societal change
with an inclination towards philanthropy. ‗Zabarone‘ borrows its name from ‗The Zabarwan
Foundation‘, which is dedicated to helping the youth of Kashmir realize their dreams
through awareness and pursuit of the myriad opportunities. The name ‗Zabarone‘, a
variation of the foundation‘s name, is a combination of Zabar, Arabic for upper hand and
ONE, the unifier. The brand will commit a part of its total sales to The Zabarwan
Foundation.
The Zabarwan Foundation is dedicated to empowering children through the sustainable path
compelled by fuelling the inherent desire for knowledge in young minds. The on-going
unrest has led Kashmir towards strife and struggle. In this environment, it aims to give these
children a ray of hope by guiding them towards a better future. It aims to provide them with
opportunities to view things in a different perspective, a chance to explore their skills and
exposure to possibilities. The foundation focuses its energies on efforts to nurture and
develop young minds to make a significant difference to their lives by unveiling their latent
skills and also by directing them to think about self-development through soft-skills
development. (The Zabarwan Foundation)

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4.4 FACET: REALTIONSHIP

The relationship between a brand and its customers is developed through interactions in terms
of what consumers think, feel, and how they pursue the brand. This connection can be built
through branding and endorsements, which can highlight the collaborative relationship
businesses, build with one another. A favourable relationship helps in creating a favourable
brand approach to drive brand loyalty, repeat purchase, customer lifetime value, customer
advocacy, and communities of like-minded individuals organised around the brand. An ideal
relationship will be where each customer can bring his/her specific expertise to the program
sponsored by the brand, from the strategic and tactical to creative.
Empowering Children-Zabarone, as a brand and foundation is dedicated to empowering
children through the sustainable path compelled by fuelling the inherent desire for knowledge
in young minds. The foundation focuses its energies on efforts to nurture and develop young
minds to make a significant difference to their lives. The mission is to develop the total
person-spirit, mind and body-through skill-development.
Corporate Transparency- Being completely devoted to its mission, 10% value of each sales
made by Zabarone, will be donated to their cause. Zabarone aims to operate on complete
transparency, to foster the same, customers willing to check the education program will have
real time progress information on the website of the brandthrough webinars of lectures being
conducted. 100% honest reviews and feedbacks of the students in forms of videos will also be
regularly uploaded on the website. The customers will be free to ask questions about the
brand and the cause publicly on ‗AskTheFounder‘ platform on the website and Zabarone will
be forthcoming in dispelling rumours, educating the customers and standing behind its cause
and products.
Promise of Trust and Reliability- Zabarone is a compassionate brand that is genuinely
committed to social change. Nonetheless, the brand in no way allows any compromise in the
quality of its products and the experience it has to offer to its customers. Zabarone products
are carefully designed using cutting edge innovation and offer exceptional fit and
performance. The products are consistent in delivering their promise of high comfort and
durability. The brand has a no questions asked – Repair, Replace or Refund amenity to all its
customers. We also offer a live chat support with our product expert to clear all the queries
and doubts of the customers.

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 LOYALTY & ASPIRATION - LEVERAGING LOYALTY FOR SOCIAL CHANGE
The philanthropist movement is on the rise and it is important that the loyalty program stays
on the same path. Emotional loyalty is key- research concludes that emotion is one of the
strongest unique drivers of loyalty. This means companies must invest in measurement
frameworks that help better understand what actions and emotions they must elicit across
interaction points to engender true loyalty. Emotionally loyal customers are willing to spend
with the brand even if meaningful alternatives are presented. They found that consumers with
strong emotional connections to retailers will visit their stores 32 percent more often and
spend 46 percent more money than those without emotional bonds. (Marketing Land)
Forming this connection builds a foundation of appreciation, trust and loyalty as consumer‘s
value emotional and positive attributes from corporations who work to make the world a
better place.
They advocate empowered choice, personal relevance and authenticity.
In order to galvanize consumer engagement around social action and giving back, Zabarone
will have a 3-tier loyalty programme:

TIER 3- PLATINUM (>4 Lakh) - Personal Relevance

Customers who purchase merchandise worth more than 4 lakh rupees in a year will have their
names etched on the notable contributors list on the Zabarwan Foundation website and in the
facility in Kashmir.
They will get a digital certificate which can be shared on platforms such as LinkedIn.
TIER 2- SILVER (>8 Lakh) - The “Money-Can’t-Buy” experience
Customers who purchase merchandise worth more than 4 lakh rupees in a year will get to be a
part of the money can‘t buy experience i.e. a visit to the Foundation facility in Kashmir. They
will get a chance to interact with the students to cradle the young achievers of tomorrow.
TIER 1- GOLD (>12 Lakh) - Empowered Choice
Customers who exceed 12 lakh rupees will get a chance to be key stakeholders for one
meeting conducted every year with the founder. They will get a chance to share their
experiences from the visit and give suggestions. Thesephilanthropists with diverse
backgrounds but a singular purpose, a common passion to nourish a better tomorrow will
come together to make the right decisions for a leap into the future. This will strengthen the
belief that life is not about getting and having, it‘s about giving and being.

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4.5 FACET: REFLECTION

Reflection refers to how the target audience wants to be seen. It is not the way that the target
audience is but how they want to be perceived.Reflection is the image of the consumers that
the brand shows in its different communications. It refers to the stereotypical user of the
brand. A brand is likely to have several buyer personas but they will have a go-to subset of
their target market that they use in their marketing and communication.

Zabarone being a high end brand would target High Net-worth Individuals or people with
individual businesses. The customers of the brand would be elite and classy. Since Zabarone
would offer high end active wear and lifestyle apparel, the customers would be modern yet
adventurous and would be involved in sports like golf and skiing.

Considering the brand‘s association with The Zabarwan Foundation, the target market would
also include philanthropists who like to contribute to the society in some way or the other.
The Zabarwan Foundation is dedicated to empowering children through the sustainable path
compelled by fuelling the inherent desire for knowledge in young minds. The foundation
focuses its energies on efforts to nurture and develop young minds to make a significant
difference to their lives by unveiling their latent skills and also by directing them to think
about self-development through soft-skills development.

Zabarone‘s brand concept ‗Goods for Good‘ reflects how the people buying from the brand
will take pride in the company‘s philosophy of helping the underprivileged. When a consumer
would purchase merchandise from the brand, a portion of the sales proceeds would go to The
Zabarwan Foundation‘s charity. So its customer would be people with strong societal ethics.

Zabarone, the name, a variation of the foundation‘s name, is a combination of Zabar, Arabic
for upper hand and ONE, the unifier. It further explains how the customer would be someone
who is driven to succeed and who refuses to settle.

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4.6 FACET: SELF IMAGE

Self-image is the way in which customers see themselves in a particular brand. Brands use
self-image to their advantage by incorporating it into their identities. Self-image is like a
mirror the target group holds up to itself—by associating themselves with certain brands, they
see themselves differently.

Perfumes help consumers boost their self-worth—Arpège, by the famous French company
Lanvin Perfume, is used by stylish and classy women. It has been known for restoring
feelings of self-worth in many women for decades. Its catchy tag line, ‗No bottles to break—
just hearts‘ says it all. (Hattangadi, 2019)

The customer of Zabarone will identify as a philanthropist, transparent, authentic and

passionate individual. He will buy products from the brand as it will correspond to his self-
image.

Philanthropy will be the core belief of the customer. He will identify himself as a man with a
purpose. In today‘s fast paced world, where people can‘t make time for basic chores, efforts
to give back to the society are postponed as retirement plans.

However, Zabarone‘s customers will stick to the brand because they will be able to contribute
back to the society by merely purchasing clothing. A feeling of contentment will prevail. Thus
customers‘ will identify themselves as philanthropists and altruists.

Zabarone being a high-end active wear manufacture will also attract sports enthusiasts who
have an active lifestyle with a longing for adventure.

Lastly, Zabarone is a purpose driven brand that has differentiated itself by offering a high-
end, premium product line, not designed for obsolescence. It promises a timeless
sophisticated product, so the customer will also identify as sophisticated and quality-
oriented.

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 CHAPTER 5: CONCLUSION

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