BRAND IDENTITY

A company's brand identity is how that business wants to be perceived by

consumers. The components of the brand (name, logo, tone, tagline, and
typeface) are created by the business to reflect the value the company is trying
to bring to the market and to appeal to its customers.

KAPFERER BRAND IDENTITY PRISM

INTRODUCTION
What would come to your mind when you think about a luxury car? The first
thing that will come to your mind is mind-blowing speed and incredible
performance. That is true essence of brand identity. Big brands have developed
innovative and unique ideas that have worked effectively to reach out to their
customers. The story of a successful brand identity is based on people’s
interests and preferences. But, in the absence of a significant and transparent
identity, a brand will never be able to stand tall in this highly competitive
market. To understand this concept better, you should learn about the
Kapferer’s Brand Identity Prism.

THE ESSENCE OF KAPFERER BRAND IDENTITY

If you are on your way to develop a brand identity then you have to know about
Kapferer’s Brand Identity Prism. In 1996, Jean-Noel Kapferer, the professor of
marketing strategy at a popular management school in France, had introduced
the Brand Identity Prism in his book, “Strategic Brand Management”. In the
introduction, the professor had highlighted six key elements that are
considered as very effective tools for building brand identity. If you are trying to
develop your brand’s identity, you must know that it is your customers’
experience with your brand and its history that determine the way your
customers’ think about your brand. Moreover, customers will attentively look
for some clues about what your brand is mostly known for. However, these
clues are represented within Kapferer’s six section of prism:
 Physique

 Personality

 Culture
 Relationship

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 Reflection

 Self-image
Kapferer mentioned that these features would only come in effect when a
brand will communicate with consumers. According to the professor, a brand
will be considered strong if it is capable of incorporating all features into an
effective effort to avail a concise, transparent and appealing brand identity. In
this article, we will cast light into those six aspects introduced by Kapferer.
1. Physique

The basic of your brand’s identity will be determined by its “Physique”. The
physical characteristics and the primary objective of your product or service
create some specific images, ideas and emotions among the consumers.

For example, the physique of products made by Apple is a slim and

aesthetic design that gives the brand a unique identification. For another
instance, the American express is assembled with a physique of high class
and excellent standards.

To understand the physique of your brand, look at them and try to

understand what do the products or service under your brand look like?
What kind of perception and emotions do they promote for your brand?
And, are those portraits and emotions meet the standard that you want for
your brand? These are all about the physique of your product or service
within your brand. These are such kinds of features that can mount up
your brand value within a very short span of time.

2. Personality
Here the term “personality” stands for the character of the brand. By
making contacts with consumers in some specific ways, organizations try to
make consumers’ realize that they have actually constituted an individual
with a certain character that always speak to them. However, organizations
become enable to do so only when they incorporate a specific style of
writing, using specific color and design.

For example, if a brand endorsing an ambassador for any product or

service, the character of the ambassador must be depicted as familiar with
the product or service, so that the endorsement can convey a significant
meaning.

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3. Culture

The culture of the brand establishes link between brand organizations.

Many companies are clearly depicting the country of their origin. For
instance, the soft drink giant Coca-Cola always highlights the value of
America; the country of its origin. The luxury carmaker Mercedes-Benz
always appeals to German value and the Citroen highlights the French
value.

It has been seen that, several brands are benefited by the fact they are
considering as originated in consumer home nation. Professor Kapferer has
given an example by saying that, American brand “Mars”, the candy bar
manufacturer, makes Dutch people feel that the company is from their
home land.

4. Relationship

Here the term “Relationship” signifies the relationship between the

customers’ and the brand. A brand can symbolize some specific relationship
between two people, such as mother and child, bond of two friends, teacher
and student, etc. To highlight the aspect, a brand manager is highly
required for an organization who can present the idea of depicting a
relationship in a wellprocessed manner.

For example, the luxury carmaker Lexus clearly sets its class apart from
MBW by providing its customers a red carpet treatment. The true aspect of
relationship is more significant for the service brand than the product
brand.

5. Reflection
This aspect signifies the reference direct to the stereotypical consumer of the
brand. If you think of the term of “Reflection”, you can take the example of
Coca-Cola that basically targets the consumer aged between 15 to 18 and
they promotes the values such as sporty, fun and friendship, when their
actual target is much broader. In his book, professor Kapferer stated that
there is no requirement to hire a brand manager to make a significant
reflection of the actual group in their advertisement campaign, but rather
they should present a group that can appeal to the entire member to the
target group.

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6. Self-image

The term “Self-image” stands for a mirror held by the targeted group itself.
For example, a driver who used to drive a Porsche can easily indulge in a
thought that he is a rich man, as he can afford such a high-class expensive
car. When a company develops its brand identity, the brand manager
should take such facts into account. We can take another example of
Lacoste, as researchers have found that consumers of the brand always love
to consider themselves as members of a sports club.

BRAND IDENTITY Vs BRAND IMAGE

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NEED, WANT AND DEMAND
The women segment currently account for 87% of the total ethnic wear market
at the INR. 54.425 crores. The opportunities thrown up by ethnic/ wedding
market in India are tremendous. Owing to the religious and cultural diversity of
India, a wide range of occasion are celebrated when consumer tend to purchase
ethnic wear. Entrepreneurs looking at investing in ethnic wear market have an
immense capacity as organized retailers are offering franchise opportunity to
partner with them. Many brands like Manyavar are offering a good 30% return
on investment to franchisees. The big fat Indian wedding industry, cultural and
religious occasions are the key reasons contributing to the growth of Indian
ethnic wear market. From small to big towns, the market is growing fast. The
category, which has been favourite with the old people in India, is now
becoming popular among the youth as well. Modern retailers, especially large
format retailer are ramping up their expansion plans across metros tier-1 and
tier-11 cities. This will contribute significantly to the growth of Indian ethnic
wear market.

BRIEF OF THE BRAND

The brand will be for Women’s Indian bridal and Ethnic wear
They offer Lehengas, Sarees, Kurtis, unstitched & stitched suits , ready made
blouses, bags, footwear and scarfs.
The brand focuses on designing and fabricating clothing line that could
complement the modern and urban woman of today’s world and that could
praise her achievements and accomplishments at home, work, and the leisure
Highly dedicated and passionate to make stylish and unique designer wear for
women of all age groups, all the clothing and apparel offered by the brand
adheres to the top notch and superior quality standards and meticulous and
intricate attention to detail

VISION AND VALUES

The vision of the company is to become most wanted company of the Indian
wear offering exclusive variety to women with a wide range and abundance of
sizes and cuts ideal for the Indian body
The values of the brand cover transparency drive for efficiency, capability,
adaptability and more. Offering products at extremely decent prices.

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NAME OF THE BRAND

 In the name “Craft 2 Fashion signifies Stylize form, shape and figure that
means craft converted into fashion.
 This name creates a new ideas in practical, creative endeavors that
provide an outlet for versatility heritage.
 With this name the company promises to provide different silhouettes
that are suitable for the Indian women according to their body type and
sizes.
 In Numerology Meanings for Number 2 explain that it represents Moon.
So ,it is sympathetic, extremely concerned, emotional, caring and
imagination.
 Beads is the symbol of order and continuity.

LOGO

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LOGO ANALYSIS

COLOR SIGNIFICATIONS
Black: Power, Sexuality, Sophistication, Elegance
Blue: loyalty, trust and integrity, reliability and responsibility, caring, concern,
idealistic and orderly.
Yellow: high energy, enthusiasm, hope, fun, and cheerfulness.
Red: Passion, Love, Desire, and Strength

TAGLINE : Glimpses of Earthy Colours & Style

The tagline comprises of : Glimpses + Earthy Colours + Style Where, Glimpses

means to see something for a very short time or only partly, Earthy colours
means ecofriendly colours and style means different types of silhouettes.
Hence, we provide the best silhouettes in the Indian Dresses accordingly
making them look classy, ecofriendly and attractive at the same time.

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Product aesthetic design

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Silhouette Design

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THE 4 P’S

PRODUCT PRICE

 Sarees  Lehengas (1,999/- to 30,000/-)

 Lehengas  Sarees (999/- to 25,000/-)
 Readymade Blouses  Kurtis (799/- to 15,000/-)
 Kurtis (Stitched & Unstitched)  Readymade blouses (499/- to
 Footwear 5,000/-)
 Scarf  Bag (499/-to 10,000/-)
 Bags  Footwear(599/-to 12,000/-)
 Scarf(499/-to 10,000/-)

PROMOTION PLACE

• Newspaper Advertisements • First outlet will be opened in Boring

• Hoardings Road area of patna (Bihar)
• Social media( Facebook, Instagram)
• Online website
• Messages and mail sent to
customers.

“STP” OF THE BRAND

SEGEMENTING
• Set up in Northern India TARGETING
• Target male and female both, college • Contemporary Indian Women
student youth. between 25-45 years, middle class to
• To bring confidence in every women elite class.
that they can look attractive in any
body form
• Style based

POSITIONING
 Ethnic brand for the fashion & Handloom conscious, independent
women
 connecting with different crafts
 Environmental friendly and classy

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USP OF THE COMPANY
 Best merchandise
 Affordable price
 Great ambience
 Innovative Indian craft

FUTURE SENARIOS
In terms of expansion of business currently two aspects are there that will be
taken consideration of. These are:
Expanding the business will include expansion in terms of Export
merchandise. Some artisans will be hired who will work for the company. This
will be in coordination with the name of the brand that is “craft 2 fashion”
Initially one Mortar store will be opened and then after some time the success
of the store online retailing will be started.

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 BRAND IDENTITY PRISM OF CRAFT 2 FASHION

COMPETITORS
 Biba
 Neeru’s
 Kalanjali
 Fab India
 Soch
 Nalli’s

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TWO BRANDS TO CROSS CHECK THE BRAND IDENTITY OF THE BRAND
“CRAFT 2 FASHION”
To check the brand identity of the brand lets take two brand which are already
established in the same category:
Soch
Fabindia
A. SOCH

INTRODUCTION

Soch is a brand of contemporary Indian women. They offer Sarees,

Kurtas, Kurtis, Unstitched Suits and Ready Made Blouses. Their
garments and fabrics are handpicked from Mumbai, Delhi, Calcutta,
Banaras, Jaipur, Mysore and Kancheepuram. They blend traditional
fabrics of country such as Cotton, Silk, Khadi etc with modern designs
and create fashion clothing for today’s women. They have 53 exclusive
retail showrooms in Tier1 and Tier 2 cities in country. Fashioned and
made up from a vast array of simply magnificent and exquisite
handpicked long lasting fabrics and material including chiffons, cottons,
silks, crepes, brocades, voiles or blends sourced from different locations
from all around the country covering Delhi, Mumbai, Mysore, Calcutta,
Jaipur, Kancheepuram, Banaras, and more, the brand proffers an
exclusive and amazing collection of Indian wear ideal to be worn at
almost every occasion.

CONCEPT

The concept is derived from the Brand name itselfToday’s modern

woman + soch = Today’s Soch for Today’s Woman!

PERSONALITY TRAITS OF TODAYS WOMEN

Independent
Has her own opinions
Takes care of her personality
Wants to look beautiful
Has aims and aspirations
Part of decision making

BRAND IDENTITY PRISM OF BRAND “SOCH”

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B. FABINDIA ABOUT THE COMPANY

Fabindia is India's largest private platform for products that are made from
traditional techniques, skills and hand-based processes. Fabindia links over
55,000 craft based rural producers to modern urban markets, thereby
creating a base for skilled, sustainable rural employment, and preserving
India's traditional handicrafts in the process. Fabindia's products are
natural, craft based, contemporary, and affordable.

THE VISION

“At Fabindia we celebrate India, and Endeavour to bring all that we love
about India to customers around the world.” THE MISSION We will harness
the transformative power of a well-run business committed to profitable
growth in support of Fabindia’s Vision. We will strengthen and support our
community of customers, designers, artisans, farmers, makers and
entrepreneurs inspired by India. We will give our customers products that
delight them by interpreting our rich heritage and traditional knowledge,
while protecting the natural environment.

VALUES & GUIDING PRINCIPLES

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The Company Fabindia

Business Fabindia is India's largest private platform for products that

Description are made from traditional techniques, skills and hand-based
processes

Business
Segments  The company operates through three segments –
Fabindia stores, Wholesale Exports, and Institutional
Sales
 Fabindia’s first retail store opened in New Delhi in
1976. Today, Fabindia has 141 retail stores across
India and 1 store each in Dubai, Nepal and Italy.
 The product range consists of garments for men,
women, children and infants; garment accessories;
home furnishings – bed, bath, table and kitchen linen,
upholstery fabric, curtains, floor coverings and a range
of non textile products like furniture, lights, lamps and
stationery. In addition to handcrafted clothing and
home furnishings, Fabindia’s product line includes
organic foods and Personal care products.
 • Fabindia exports to over 33 countries worldwide, to
wholesalers as well as retailers. Products include home
linens as well as garments.

Revenues 350 Cr – 500 cr(as its privately held hence exact numbers
were not available)
Staffing

Marketing Fab India’s marketing strategies are focused on the

Focus company’s basic philosophy that there was a need for a
vehicle for marketing the vast and diverse craft traditions of
India and thereby help fulfill the need to provide and sustain
employment.

Retail Strategy
Focus

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Competitors Clothing: Very little competition from organized sector,
primary competition is from small regional boutique players
such as Kilol, Anokhi, Cottons Organic Food and Furniture:
Several organized chains such as Godrej’s Nature Basket in
food. Primarily unorganized sector in Furniture

To remain true to our company’s history and our founder’s original Vision:
"In addition to making profits, our aims are constant development of new
products, a fair, equitable and helpful relationship with our producers, and
the maintenance of quality on which our reputation rests." – John Bissell To
ensure that we delight our customers with our products and service, and
always make them feel that they are getting great value for their money. To
design, make and sell products with intrinsic worth that comes from the
original designs, knowledge, care and skill with which these are made. To be
true to our commitment and history as an ethical and trust-worthy brand
promoting a stake-holder based community model of inclusive capitalism.
To constantly share our Vision with our employees, suppliers, business
associates and customers, so that we collectively ensure that all our actions
are in service of our Vision, Mission and Guiding Principles.

THE FAB INDIA MARKETING OUTLOOK USP:

Quality of the fabric and the cultivated image of ‘Indianness’

Does not follow any customer acquisition strategy: focuses on customer
retention
Key element: word of mouth publicity (Zero advertising except print ads
during promotions)

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 4 P’S

Product:
Fab India is considered a cult lifestyle brand as it converges global clothing
style with traditional Indian handicraft. Fab India has expanded and remained
profitable without losing its soul of handmade clothing and ethnic wears made
by rural Indian craftspeople. The company offers a wide range and variety of
products in its marketing mix as it has diversified into categories such as
furniture and personal care. Its portfolio is broadly categorised into
 Women clothing and accessories like Lehenga, Saris, Salwar, Kurtas,
Tunics, Shawls, Jwellery, Bags and Footwear
 Men clothing and accessories which include Kurtas Shirts, Jacket,
Pyjamas, Trousers, Footwear, Bags and Jwellery
 Kids clothing for boys, girls, and infants. The girl category has Kurtas,
Churidars, Jackets. Boys category has short kurtas, shirts, jackets.
Infant category has boys and girl accessories
 Home and gift segment has Table Covers, Bed Linen, Curtains, Floor
Coverings, Bath Linens, and Giftwares like Tableware.
 Furniture for living room, study room, dining room, and bedroom
 Personal Care products for hair and skin like body wash, creams, Face
pack, Shampoo, Conditioners
 The company has organic line of products such as Tea & Coffee, Oils &
Ghee

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  Fab India offers western dresses under Fabel brand
 Fab India keeps its product portfolio same across the geography of its
operations.

Price:
The target customer of company is middle class consumers in cities of India
and abroad. The market in apparel segment is competitive, so Fab India applies
going rate competitive pricing for most of its product. However, Fab India
applies product line pricing for each of its product wherein a base price is set
for the high price sensitive consumer segment and higher quality products are
marketed to less price sensitive consumer segment at a premium over the base
price. This strategy has helped the company to expand its middle-class base as
well as in attracting upper class of society. The company recognises the value
perceived by Indian consumers in hand made clothing and thus deploys
perceived value pricing to add a slight mark up on its products. Fab India also
does promotional pricing by offering its product at discount prices for a window
of time.

Place:
Fab India exports its product which are limited to garments and home linens to
over 33 countries. The exports are done to wholesale as well as retail channels.
Company had opened its first retail store in New Delhi in 1976 and has
expanded its retail channel up to 211 retail stores across India, 2 stores in
Singapore, 2 stores in Dubai, 1 store in Italy, 1 store in Nepal, 1 store in
Malaysia and 1 store in Mauritius. Fab India also sale its product through its
online web portal. Company’s product also available through other e-tail
platforms like Amazon and Flipkart. Fab India also operates as wholesale
supplier to other brick and mortar retail shops and Fab India’s products are
available through modern retails and through traditional wholesale channel.
Company sells its product to commercial accounts directly through its
dedicated sales team.

Promotion:
Fab India’s unique proposition lies in its institutional framework where it gives
employment to thousands of craftspeople in rural India and has protected the
dying industry of ethnic handmade clothing. Company put forward its work for
the community in all its marketing campaigns to get emotional connect with
people of India. Its campaign also revolves around assuring higher quality of its
products which are handmade and organic. It organises crafts mornings where
artisans speak about their art and experts are invited to speak on importance
of using organic products and environmental production. Company has been
involved in various CSR activities and is one of the most known brand in India
for its work towards the society. Fab India has used acquired media platforms
like Facebook and Twitter where subscriber positive opinions on its page has
helped the brand in acquiring more customers in India as well as globally. Of

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lately, the brand has also started developing TV commercials and ad
campaigns on digital media platforms like YouTube. For its B2B channel, Fab
India offers product customization and interior consulting for heritage hotels,
resorts, and corporate houses.

Since this is a service marketing brand, here are the other three Ps to make it
the 7Ps marketing mix of Fab India.

BRAND IDENTITY PRISM OF “FABINDIA”

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 COMPARISON

ASPECTS CRAFT 2 FABINDIA SOCH

FASHION

 High  Traditional  Stylish And

PHYSIQUE quality techniques skilled Unique Designer
 Stylish and hand based Wear For Women
processes

 Classy  Traditional crafts  Highly dedicated

PERSONALITY  Handloom and knowledge and passionate

 Emotional  praise her

RELATIONSHIP  Nationality  Healthy achievements and
Accomplishments
at home, work,
and the leisure.
 No discounts &
CULTURE  Indian sales  Magnificent And
 Customer Exquisite
retention

 Eco
REFLECTION friendly  Premium prices  Fashion
 Environmental Conscious
 Fashion & friendly  Independent
craft  Contemporary &
conscious affordable
women
 “Women of Today”  Her thoughts are
SELF-IMAGE  Glimpses as beautiful as her
of earthy  “ A delighted clothes.
colours & customer is our
style brand  Beauty inside and
Ambassador” outside.

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CONCLUSION

“Strong brands are capable of weaving all aspects into an effective order to
create a concise, clear and appealing brand identity.”

-Jean-Noel Kapferer

Brand identity prism enables brand managers to assess the strengths and
weakness of their brands using the aspects of the prism. It also helps to find
the way of creating the brand loyalty and financial values.

Therefore, in this case what can be added to the identity of the brand is the
environmental aspect as we saw in the case of Fabindia. Some sort of hand
based processes can be involved that give advantage to the brand in terms of
an additional point on the USP of the brand and also to the customer in terms
if the healthy benefits that they get from the quality of the fabric that they
wear.

The brand should have a USP that differentiate it from other brands and make
it stand out from other brands. Such kind of quality like that of Fabindia will
make the brand reflect information about different crafts and techniques used
in India and will makes the customers more aware of the work put in for their
fabric and helps them with their association with brand FabIndia.
The brand also should focus on customer retention to grab more loyal
customers. The main point to be considered is that the motivating factor for the
customer is quality and consistency of product and the service.

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