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The New Strategic Brand Management - Jean-Noel Kapferer

KAPFERER’S BRAND IDENTITY PRISM What is Brand Identity? Brand Identity was mentioned for the first time in Europe by 3. KAPFERER’S BRAND IDENTITY PRISM Differences Brand Identity Prism. J.N Kapferer’s Brand Identity prism allows for Chanel’s identity to be taken apart and split it into 6 areas which are: physique, personality, culture, self-image, reflection and relation. Additionally these areas are split by 2 dimensions which are: The constructed source vs the constructed receiver and externalization vs 2017-04-26 The brand identity prism In order to understand well the brand identities of Paris Saint-Germain and Real Madrid, we used a Kapferer’s Brand Identity Prism divided in 6 main topics : physique, relationship, reflection, self-image, culture and personality. Kapferer’s Brand-Identity Prism model Type of model: Brand model (structure model) Author(s): J.N. Kapferer Domain: Identity and image Figure 1: Six dimensions of brand identity In his so-called Brand Identity Prism, Jean-Noël Kapferer identifies six aspects of brand identity: (1) physique, (2) personality, (3) culture, (4) relationship, (5) reflection and (6) self-image. 2015-11-29 As you can see the Brand Identity Prism consists of a hexagon where each side represents an essential element of the brand identity as identified by Kapferer.

Every brand needs an identity that reflects the core values of the brand. Many brands that are bought in daily life have an obvious identity. A brand might be known for providing a specific product for the lowest price of all brands, and The Brand Identity Prism is a concept developed in 1986 by Jean-Noel Kapferer, a professor of marketing strategy, in order to visualize how a brand is expressed through specific facets. Kapferer honed in on six vital characteristics of brand identity and decided that the best way to represent how they interact as parts of a whole was by putting them in a prism form. Kapferer Brand Identity Prism – Concept and Examples 1. Brand Physique A brand, first and foremost, should have ‘physique’ with physical specifications and qualities.

Publié le 20 novembre 2014 20 novembre 2014 par chocol4telovers.

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183). av A Hampf · 2009 — A Brand Personality Framework (Aaker 1997). Kapferer (2008) förklarar att ett varumärkes identitet består av sex prism, appendix 1).

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Lacoste varumärkesidentitet i form av Brand Identity Prism-modell: 1.

146 HENRY STEWART PUBLICATIONS 1350-231X BRAND MANAGEMENT VOL. 11, NO. 2, 143–155 NOVEMBER 2003 Figure 1: Brand identity prism Source: Kapferer (1992, 1998) Physical facet Relationship Reflected consumer Personality Culture (values) Consumer mentalisation Constructed receiver Constructed source Externalisation Internalisation AZOULAY AND KAPFERER The Kapferer Brand Identity Prism is a framework for clarifying brand identity through six different brand characteristics. Those comprise physique, personality, culture, relationship, reflection, and self-image. Contents [ hide] Understanding the Kapferer Brand Identity Prism. In 1996, Jean-Noel Kapferer, a professor of Marketing Strategy at HEC Paris, came up with the idea of representing brand identity as a hexagonal prism, with each side standing for one of these essential elements: Physique, Relationship and Reflection are the external factors of a brand whereas Personality, Culture and Self-image are internal factors. Kapferer’s Brand Identity Prism (sometimes also referred to as the Kapferer Prism) is a popular framework that can be used to help you define what your brand is.
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Additionally these areas are split by 2 dimensions which are: The constructed source vs the constructed receiver and externalization vs 2017-04-26 · The brand identity prism (Adapted from Kapferer, 2012).
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Konsumenter uppfattar lätt varumärken som, om de har personlighets drag. Kapferer Model Brand Identity Prism 1.