NATIONAL INSTITUTE OF FASHION TECHNOLOGY, MUMBAI

(Ministry of Textiles, Govt. of India)

ASSIGNMENT

Brand Identity Prism

A COMPARATIVE STUDY

v/s
Submitted By: Karan Kumar Arora MFM - II (2011-13) 27/02/2012 Submitted To: Mr. Sushil Raturi Professor, NIFT, MUMBAI.

Preface

As per Kapferer, Brand identity can be defined by six parameters:

1.Personality 2.Physique 3.Culture 4.Relationship 5.Self Image 6.Reflection Out of which, Personality, Culture & Self Image is an internal identity, which an organization looks at. The rest, Physique, Relationship and the Reflection is an external identity, with respect to a consumer. Lets go into each of them one by one:

Personality

a. Personification of brand

b. What kind of person it would be, if it were a human being

c. Examples: Confident, Social, Flamboyant, Arrogant, Energetic etc

Physique

a. Mentions physical facets tangible things

b. It will include packaging, product look and feel

c. Examples: Packaging color, product features etc

Culture

a. Set of values feeding the brands inspiration

b. Rules governing the brand in its outward signs like product and communication

c. Examples: Indian, Western, Contemporary, Narcissist, Urban

Relationship

a. Transactions between people

b.Examples: Trust, Energy, Strong bonding

Self-Image

a. Through out attitude towards certain brands, we develop certain type of inner relationship with ourselves and brand image we want to project

b. Which an organization wants its customers to perceive

c. Example: Masculine, Progressive, Self Belief

6. Reflection

a. What target consumer thinks & perceives the product to be

b. Factor for strong and good brand image

c. Companies should control the reflection and should try to make it better

d. Example: Royal, Dynamic, Energetic, Confident

Conclusion

By doing the comparative study of both the prisms, we can conclude that both the coffee brands are well differentiated from each other and target to somewhat different customer segments.

Yet, are one of the industry dominators in their own right. Starbuck is new to the Indian market, but its joint venture with the Tata group can get them a huge early market share.