BRAND IDENTITY PRISM AND

BRAND ELEMENTS
Fashion brand management Assignment

By- ANAMIKA SINGH

MFM 2016-2018
Brand identity prism and brand elements of
hyper city vs pantaloons by

4Ps For Hyper city

Product
The basic products they keep include readymade garments for women, men, kids and fashion
accessories.

The brands for mens wear are from Fresh Basket (bakery), Everyday (range of cereals and
pulses), Terzo (homecare), Ebano (home essentials), Avorio (lifestyle), Maxit (sports
equipment), RiverInc (apparels) and JooJoobs (infant wear).

Place
Hyper city currently has 19 stores in India like Vadodara, Baroda and Ahmedabad in
Gujarat, Thane, Mumbai, Panvel, Navi Mumbai and Pune in Maharashtra,
Jaipur in Rajasthan, Bhopal in Madhya Pradesh, Amritsar in Punjab,
Hyderabad in Andhra Pradesh, Bangalore in Karnataka and Janakpuri and
Noida in Delhi-NCR region. All its outlets are extremely spacious and parking
is available for its customers.

Price
Hyper city offers trendy and fashionable garments at affordable and its hyper city price ranges.

Promotion
Hyper city promotes through newspapers, leaflets and billboards.
 Kapferer uses an identity prism to describe brand identity from a sender and receivers
perspective in 6 dimensions. The left side of the prism is intended to project outward and
externalize the brand, its physique, relationship and reflection. The right dimensions transfer
in, internalizing the brand. These include personality, culture and self-image.

Externalization

1)Physique
A brands physical quality, its physique, is made up of a combination of either salient objective
features or emerging ones. Hyper city represents a popular and fashionable physique.

2) Relationship
. The relationship binds together the brand and its customers. It is social and adaptive.

3) Reflection
A brand will always tend to build up a reflection or an image of the buyer or user, which it seems to
be addressing. It is chic, stylish and vibrant.

Internalization

4)Personality
Creating a personality aims to describe the brand in such a way that it is possible to associate how
the brand would be as a person. The personality here is trendy, youthful and in sync.

5) Culture
The culture aspect includes both the culture that the physical product communicates and the
messages carried in the media. Culture is cool and bold.

6) Self Image
This comprises of the consumers inner image of the brand. Here, it is individualistic yet grounded.

Brand elements
5) Brand as product

Product Scope
HYPERCITY offers a wide variety of fashion products, which has immense scope, as everyone
wants to look good in every possible occasion.

Product Attributes
Trendy, chic and stylish

Quality/Value
The quality of the product is really good and affordable. The brand, basically, focuses on the
youth. The youth of our country are very conscious about their appearance and looks. Therefore,
this is the brand for the youth.

Users
Users are the young and the youth population

Country of origin
India

6) Brand as Organization

Organization attribute
Innovative and expressive

Value Proposition

Functional Benefit: Excellent fit

Emotional Benefit: Inspiring

Self-Expressive Benefit: Youthful and vibrant

7) Brand as Person

Personality: Youthful, expressive and iconic

Brand Customer Relationship: Friendly and helpful

Hyper City Retail India Ltd. is part of the K. Raheja Corp. Group.
Hyper City opened its first store in Malad, Mumbai. Today, a total of 20 stores have
been launched, since the company's founding and a presence has been established
in cities including Hyderabad, Bangalore, Jaipur, Amritsar, Bhopal, Navi
Mumbai, Ahmedabad, Vadodara, Pune, Delhi-NCR, Panel and Thane
Hyper CITY founded on January 1,2006
Hyper city Retail (India) Limited is a Public incorporated on 27 May 2004. It is
classified as Non-govt company and is registered at Registrar of Companies,
Mumbai. Its authorized share capital is Rs. 6,249,999,900 and its paid-up capital is
Rs. 1,364,503,810. It is involved in Retail trade not in stores

PRODUCTS

Fruits & Vegetables, Meat & Fish, Regular Groceries, Beverages, Kitchen Essentials,
Fragrances, Cosmetics, Dental Care, Hair Care, Skin Care, Baby Care, Home Ware,
Furniture, Clothes, Electronics, Toys, Sports products.

CIN AND REGISERED NO.

Corporate Identification Number is (CIN)U52510MH2004PLC146577
registration number is 146577.
Its registered address is Paradigm, A-Wing, 1st Floor, Mind space, Link Road,
Malad (West), Mumbai MH 400064 IN
For packaging, they use poly bags for vegetables and fish n meat
And for food and non-food items they use yellow colour cloth bag written as HYPER
CITY at bold le
http://www.hypercityindia.com

WEBSITE
http://www.hypercityindia.com

BRAND NAME
 LOGO ONLINE SERVICES

SOLGAN

colour pattelee
Bold and vibrant featuring Indian inspired colours, there is a real dynamism and
energy to hyper city. Agro colour palette working in conjunction with current brand
colours, this secondary colour palette belongs to diversity. It also enables us to use
specific colours to represents specific departments.

TRADE MARK
The biggest hypermarket of India- Hyper City uses Facebook as their main social
network to communicate with their audiences. Though the brand is not very active on
twitter and does not have presence on Pinterest, they host a number of activities on
their Facebook page. They announce contests, games, discounts, new products and
new launches. The content is in the form of good pictures and is fun and engaging.
Introduction
Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of Indias leading
business houses with multiple businesses spanning across the consumption space. While retail
forms the core business activity of Future Group, group subsidiaries are present in consumer
finance, capital, insurance, leisure and entertainment, brand development, retail real estate
development, retail media and logistics. Led by its flagship enterprise, Pantaloon Retail, the group
operates over 12 million square feet of retail space in over 71 cities and towns and 65 rural
locations across India. The group owns several leading formats including Pantaloons, Big Bazaar,
Food Bazaar, Home Town, Ezone and Central. Pantaloon Retail was awarded the International
Retailer of the Year - 2007, by the US-based National Retail Federation, the largest retail trade
association and the Emerging Market Retailer of the Year 2007 at the World Retail Congress in
Barcelona

Pantaloons is among India's largest chains of fashion stores. Pantaloons Fresh Fashion, with its
focus on 'fresh look, feel and attitude' offers, trendy and hip collections that are in sync with the
hopes and aspirations of discerning young and 'young-at-heart consumers. Pantaloons Fresh
Fashion stands out as a fashion trendsetter, on the lines of how fashion is followed internationally.
This 'fresh fashion' destination allows customers to shop for the latest in fashion apparel and
accessories throughout the year in an attractive and visually stimulating ambience. Pantaloons
Fresh Fashion stores have presence with stores not just in Metros but also in smaller towns. All
stores have a wide variety of categories like casual wear, ethnic wear, formalwear, party wear and
sportswear for Men, Women and Kids.

4PS for Pantaloons

Product
The basic products they keep include readymade garments for women, men, kids and fashion
accessories. The brands are: Annabelle (formal wear), Akkriti (ethnic wear) and Bare (casual
wear for children / men / women), UMM, Chalk, Honey.
Apart from stocking their own brands, Pantaloon Retail outlets also stock other readymade
garment brands and fashion accessories.

Place
The brand has stores not just in the metros, but also in other tier II cities. Pantaloonsoperates over
12 million square feet of retail space in over 71 cities and towns and 65rural locations across India.

Price
Pantaloons basically has affordable price ranges for various segments

Promotion Promotion is done in form of advertisements in newspapers, internet and other

sources. It also includes loyalty programs for the customers.
Kapferer s Brand Identity
Prism for Pantaloons

Kapferer uses an identity prism to describe brand identity from a sender and receivers perspective
in 6 dimensions. The left side of the prism is intended to project outward and externalize the brand,
its physique, relationship and reflection. The right dimensions transfer in, internalizing
the brand. These include personality, culture and self-image.

Externalization

1)Physique
A brands physical quality, its physique, is made up of a combination of either salient objective
features or emerging ones. Pantaloons showcases a credible and clear physique.

2) Relationship
. The relationship binds together the brand and its customers. It is accessible.

3) Reflection
A brand will always tend to build up a reflection or an image of the buyer or user, which it seems to
be addressing. It is young and innovative in this case.

4)Internalization Personality
Creating a personality aims to describe the brand in such a way that it is possible to associate how
the brand would be as a person. The personality here is Fresh, Youthful and Updated.
5) Culture
The culture aspect includes both the culture that the physical product communicates and the
messages carried in the media. Culture, here exhibits Newness and trendiness

6) Self Image
This comprises of the consumers inner image of the brand. Here, it is focused, attractive and
offering variety.

David Aaker Model

1) Brand as product

Product Scope
Pantaloons Fresh Fashion stands out as a fashion trendsetter, on the lines of how fashion is
followed internationally

Product Attributes
Fresh, Offering variety and youthful

Quality/Value
The quality of the product is quite appealing. There is a fresh approach, in terms of attitude and
variety.

3) Brand as Person Personality: Youthful, Credible

Brand Customer Relationship: Friendly and helpful

4) Brand as a Symbol Logo: The logo is in green colour with an orange coloured bird. The bird
mentions the corporate credo i.e. Rewrite rules, Retain values. The core value isIndianess.
Slogan: Fresh Fashion
Pantaloons reflects the ideology Fresh Feeling, Fresh Attitude, Fresh Fashion.
Pantaloons takes its promise of 'fresh fashion' very seriously making available to its customers the
latest in fashion every week.

BRAND ELEMENTS

Respect & Humility: to respect every individual and be humble in our

conduct.
Introspection: leading to purposeful thinking.
Openness: to be open and receptive to new ideas, knowledge and information.
Valuing and Nurturing Relationships: to build lo
n g t e r m relationships.

Simplicity & Positivit y: Simplicity and positivity in our thought,

business and action.
Adaptability: to be flexible and adaptable, to meet challenges.
Flow: to respect and understand the universal laws of nature.
Brand:
The American Marketing Association describes a brand as
name, term, symbol or design, or a combination of them intended to
identify the goods and service of one seller or group of sellers and to
differentiate them from those of competition
.
Brand Essence:
This is the heart and soul of a brand a brands
fundamental nature and quality. Usually stated in two to three words,
ab r a n d s e s s e n c e i s t h e o n e c o n s t a n t a c r o s s p r o d u c t c a t e g o r i e s a
n d throughout the world.

Brand Promise:
A brand promise is often stated as
: Only [brand name] d e l i v e r s [ b e n e f i t ] i n [ p r o d u c t o r s e r v i c e c a t e g o r y ] .
Sometimes, with
c o r p o r a t e b r a n d s , i t i s s t a t e d a s :
[ B r a n d n a m e ] i s t h e (trusted/quality/innovative) leader in
[benefit] in the [product or service category].

Brand Positioning:
T h i s i s t h e w a y t h e b r a n d i s p e r c e i v e d w i t h i n a given competitive set in
the consumers mind.

Brand Personality:
This refers to adjectives that describe the brand
(such as fun, kind, sexy, safe, sincere, sophisticated, cheer
f u l , o l d fashioned, reliable, progressive). How consumers perceive
a b r a n d s personality is often discovered through qualitative research, by
asking people to describe the brand as if it were a person or an animal.

Brand Association:
This refers to anything a consumer associates with the brand in his/her mind.

Brand Equity:
T h i s i s t h e c o m m e r c i a l v a l u e o f a l l a s s o c i a t i o n s a n d expected
(positive and negative) that people have of an organization and its products
and services due to all experiences of, communications with, and perception of the
brand over time.

Brand Image:
This is the totality of perceptions resulting from allexperien
c e w i t h a n d k n o w l e d g e o f t h e b r a n d . B r a n d i m a g e i s h o w cons
umers perceive the brand.
Pantaloons: Brand Management SIMSR
Brand Identity:
This refers to a combination of visual, auditory, and other sensory
components that create recognition, represent the
brandpromise, provide differentiation, create communications synergy, and
are proprietary.
Brand Architecture (or Brand Structure):
It is how an organization organizes the various named entities within its
portfolio. In fact, brand/sub brands is the type of architecture most often used.

Trade Dress:
This describes the aesthetic elements that provide legal protection for a
brands identity.

Brand Portfolio:
This is the mix of brands and sub brands owned ban organization.

Corporate Brand:
This is the brand bearing the company name. It is always the highest in a
brand hierarchy.

Master Brand:
T h i s i s t h e d o m i n a n t , h i g h e s t l e v e l b r a n d i n a b r a n d hierarchy.
Corporate Brands are master brands. Parent brand may or may not be
master brands.

Parent Brand:
This is the brand that is extended into more than one category. It may or may
not be the same as the corporate brand.

Sub Brand:
T h i s i s a n e w b r a n d t h a t i s c o m b i n e d w i t h a p a r e n t o r corporate brand
in the brand identity system.

Endorsed Brand:
This is the primary name the consumer is intended to use to refer to a product. It
is a brand that is endorsed by the parent or corporate brand in the brand
identity system.