Professional Documents
Culture Documents
(Kapferer)
Personality -answers the question what happens to this brand when it becomes a person? Culture symbolizes the organization, its country-of-origin and the values it stands for.
E.G. traditional brands like balsara, dabur and zandu.
Reflection is the consumers perception for what the brands stands for.
E.G. cokes image more attract youth.
What is a Brand???
A Brand is a complex symbol. It is the intangible sum of a products attributes, its name, packaging and price, its history, reputation, and the way its advertised. A brand is also defined by consumers impression of people who use it, as well as their own experience - David Ogilvy
Brand Experience
External
Internal
Business Process Customer Relations Brand Values Training Quality Staff Motivation Recruitment Policies Technology etc..
Physical
Product features, symbols & attributes
Personality
Character & attitude
Relationship
Beliefs & association
Culture
Set of Values
Reflection
Customers view of the brand
Self-Image
Internal mirror of customer as user of brand
3. A brand has its own culture Set of values feeding the brands inspiration Country of origin 4. A brand has its own relationship Exchanges between people and brand Service sectors and retailers
5. A brand is a reflection Produces a reflection or image of the buyer or user Describes brands potential buyer or user Customer is reflected as s/he wishes to be seen from using the brand Consumers use brands to build their own identities
6. A brand speaks to our self image Self image is the targets own internal mirror Attitude toward the brand fosters an inner relationship with self
Personality
Roger Federer, Rafael Nadal
Relationship
Sponsorship, Ethics
NIKE
Culture
American, Just do it
Reflection
Aggressive, Comfort, In your face
Self Image
Cool, I am an athlete
Physique
Social conformity and distinction
Relationship
LACOSTE
Culture
Customers Reflection
Neither hyperfeminine nor hypermasculine
Picture of Recipient
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Sender
Receiver
Physique
Kapferer means what the central purpose of the brand is (that is what the brand does)
Personality
Kapferer means the soul of the brand
Reflection
Kapferer means how the individual in the targeted group identifIies himself as a person in relation to the brand
Self-Image
Kapferer means how the individual in the targeted group identifies the brand in relation to himself
The Relationship -according to Kapferer, externalizing the brand from the company outwards, and the culture is an aid for internalizing the brand in the organization and into the conscious of the customer
The Culture according to Kapferer, the strongest dimension in the prism. It represents the difference between one brand and another
Adidas
Picture of Sender
Reflection True sportsmanship, A good team player, Strong work ethic Picture of Receiver
Nike
Picture of Sender
Picture of Receiver
Adidas
Nike
Picture of Sender
Picture of Sender
E x t e r n a l i z a t i o n
I n t e r n a l i z a t i o n
E x t e r n a l i z a t i o n
Picture of Receiver
Picture of Receiver
Comparative Analysis
Consumer Benefit
To be clearly seen, to quickly identify the sought-after products. To allow savings of time and energy through identical repurchasing and loyalty. To be sure of finding the same quality no matter where or when you buy the product.
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Guarantee
Consumer Benefit
To be of buying the best product in its category, the best performer for a particular purpose. To have a confirmation of your self image that you present to others. Satisfaction brought about through familiarity and intimacy with the brand that you have been consuming for years.
Characterization
Continuity
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Consumer Benefit
Satisfaction linked to the attractiveness of the brand, to its logo, to its communication.
Ethical
Satisfaction linked to the responsible behavior of the brand in its relationship with society.
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