Jaipuria - Brand Identity Prism F
Transcript of Jaipuria - Brand Identity Prism F
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Creating Brand Equity using
‘Brand Identity Prism’
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What is Brand Identity
Brand identity is the way in which a business (Brand's name,
communication style, logo and other visual elements) wants
consumers / the market to perceive its brands, not necessariy
how it is actuay perceived
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Model of ‘Brand Pyramid’
"ode o# $Brand %yramid& '' suitabe #or anaying andunderstanding the concept o# Brand Identity
*he Pyramid Model consists o# three tiers
+pper %art Brand Core / Brand Kernel
"idde *ier '' Brand Style
Base -ayer Brand Themes
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Model of ‘Brand Pyramid’
+pper %art Brand Core
*his remains #airy #ied over time
"idde *ier'' Brand Style
0escribes the Brand Core in terms o# the #oowing
Culture it conveys
ts Personality
ts Self Image
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Model of ‘Brand Pyramid’
Base -ayer Brand Themesndicates how the Brand currenty communicates
'''' 4dvertising, %ress 5eease, %ackaging
Brand *hemes incude
Physique – coour, ogo, packaging
Reflection – type o# spokesperson used to advertise the brand
Relationship gamour, prestige
Brand *hemes are more #eibe than Brand Core 6 Brand 7tye Changes with
time #ashion, stye or technoogy
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Six Sided Identity Prism
Brand 7tye and Brand *hemes can be described as a ‘six
sided identity prism’
*he $dentity %rism& emphasies the $Brand&s dentity& with six integrated
dimensions o# the #oowing
Cuture
%ersonaity *hese are incorporated within the Brand itse#
7e# mage ( internaiation)
%hysique *he socia #acets which gives the Brand its
5e#ection outward expression *hey are visibe and
5eationship materia and communicated explicitly
( eternaiation)
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Brand Identity Prism – Internalisation
C!T"#
%roducts 6 Communication must re#ect vaues and basic
principes
t is the direct ink between the Brand and the organiation
Brands can be #orti#ied by the #act that they can be inked to the
consumer&s home nation
i) "ercedes ' Ben to :erman vaues
ii) Coca Coa 4merican vaues
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Brand Identity Prism – Internalisation
S#!$ IM%&#
*he mirror the target group hods upto itse#
Lacoste users see themseves as users o# a sporty brand even i# they do not
participate in sporting events
Raymond users see themseves as $ a compete man& 7tyish, sophisticated,
beong to the $cassy& set
P#"S'(%!IT)
s the Brand&s character
*he Brand&s communication shoud give the consumer a #eeing that a person with
speci#ic personaity traits is speaking to them stye o# writing, design
#eatures,coour schemes etc
Endorsement by eminent persons / ceebrities with speci#ic traits can highight the
Brand&s character
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Brand Identity Prism – #xternali*ation
P+)SI,# ( aso known as Capabilities)
=hat does the Brand ook ike>
?ow can it be recognied >
?ow is it #unctionay use#u>/ =hat does the Brand do>
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Brand Identity Prism – #xternali*ation
"#!%TI'(S+IP ( aso known as Internal culture & values)
Epresses the reationship the Brand has with its customers more
important #or $7ervice Brands& than product brands
Eg Aeogg cereas, *ropicana uice '' breakfast partner
%ears soap symboies the reationship between $mother 6 chid’
"#$!#CTI'( (o# the consumer)
5e#ers to the stereotypica user o# the Brand
Eg *he typica consumer base #or Coca Coa is 13 1; year ods with vaues
such as fun, sporty and friendship
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Brand Identity Prism – ho- it helps
?eps "arketers, "anagement and its 4gencies to
+nderstand the Brand its strengths and opportunities
ormuation o# the Brand&s positioning in the market
0eveop consistency in the message being transmitted through
%ackaging and design
4dvertising
Beow the ine activities
%otentia $Brand etensions&