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KAPFERERS BRAND IDENTITY PRISM

What is Brand Identity?


Brand Identity was mentioned for the first time in Europe by Kapferer in1986. It is the outward
expression of the brand including its name ,
trademark, communications and visual
appearance.The brands identity is its fundamental means of consumer recognition and
symbolizes the brands differentiation from competitors.

TWO ASPECTS OF BRAND IDENTITY

5) Relation ship according to Kapferer, externalizing the brand from the company outwards, and
the culture is an aid for internalising the brand in an organization and in the conscious of
customer

6) Culture is the strongest dimension in the prism. It represents the difference between one
brand and another

KAPFERRERS BRAND IDENTITY


PHYSIQUE (product features,symbols & attributes)
According to Kapferrer physique is the basis of the brand.
E.g.-The physique of Philips is technology and reliability while for the brand Tata it is trust.
PERSONALITY (Character & association)
is same as Aaker, it answers the question what happens to this brand when it becomes a
person?
CULTURE (Set of values)
symbolizes the organization, its country-of-origin and the values it stands for.
E.G. traditional brands like balsara, dabur and zandu.
RELATIONSHIP (Beliefs & association)
It is the handshake between consumer and the organisation . E.G. the relationship with safola
is safety.
REFLECTION (Customers view of the brand)
It is the consumers perception for what the brands stands for.
E.g. cokes image more attract youth.
SELF-IMAGE (Internal mirror of customer as user of brand)
It is what the consumer think of himself.
E.g. benz Car owner think that since he has bought the car he is treating himself to one of the
best car in the world.

BRAND EXPERIENCE

REVERSIBLE
Girls cant just have the right pair of shoes for every occasion, so they buy shoes for all
occasions.
You will always find ladies complaining of sore feet when they wear heels, no matter how much
they adore them, the shoe bite kills them too. Its the idea of panache and equisitivity.
How about we bring to you a pair of soles which tik toks all the way from the Conference Room
to your friends Pool party.
HAPPY FEET = HEALTHY FEET!!
Instead why not convert a single shoe for many occasions, a stiletto which could become a
wedge.

REVERSIBLES IDENTITY PRISM

Fig: Reversibles identity prism

REVERSIBLES IDENTITY PRISM

PHYSIQUE
Reversibles physique relates healty feet = happy feet
RELATIONSHIP
Reversibles handshake to consumers will be Healthy ,safe and representation of multi purpose
heels.
It is basically for a person who is busy with official work and do not have the time to go home
and change heels for the party , basically working women can directly go to party after long
office hour
REFLECTION
The perception of the brand in consumers mind will be that this particular brand is for
fashionable working women who is also brand conscious
PERSONALITY
when Reversible becomes a person it will show a Working/Buisness womens Lifestyle her
Attitude her Professionalism carved in Style
CULTURE
Country of-origin is India , the value created by brand is its health + comfort provided to its
consumers.
SELF IMAGE
Wearing Reversible heels consumer will feel that although being dynamic and busy executive
she is a stylish confident working women with healthy feet
The brand image in consumers mind will be Value for money