Welcome to Scribd. Sign in or start your free trial to enjoy unlimited e-books, audiobooks & documents.Find out more
Download
Standard view
Full view
of .
Look up keyword
Like this
47Activity
0 of .
Results for:
No results containing your search query
P. 1
Kapferer Model Brand Identity Prism 1228214291948754 9

Kapferer Model Brand Identity Prism 1228214291948754 9

Ratings: (0)|Views: 3,163|Likes:
Published by Abhishek Singh

More info:

Published by: Abhishek Singh on Dec 21, 2009
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PPT, PDF, TXT or read online from Scribd
See more
See less

03/06/2013

pdf

text

original

 
Brand Identity Prism
(KAPFERER)
(By Abhishek Singh)IPM, Meerut
 
KAPFERER represents brand identity diagrammatically asa six-sided prism as shown below:
IntenalisationExtenalisationConstructed Source/Sender Constructed Receiver 
 
Physique
according to him is the basis of the brand.
 –E.G. the physique of 
Philips
is “technology and reliability” while for thebrand
Tata it is “trust” 
Personality
is same as Aaker, it answers the question “whathappens to this brand when it becomes a person?”
Culture
symbolizes the organization, its country-of-origin and thevalues it stands for.
 –E.G. traditional brands like
balsara, dabur and zandu.

Activity (47)

You've already reviewed this. Edit your review.
1 hundred reads
1 thousand reads
Swati Sharma liked this
pankyagr liked this
Kalyani Singh liked this
agniprovo liked this
Anuja Nijhawan liked this
ashuvjti liked this

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->