“BRAND AND IT’S IDENTITY PRISM”

Student ID – 216035474

classement-interbrand-apple-google-coca-colaIMPORTANCE AND EFFECTS

How do you feel when you come across brand names such as Apple, Google, Microsoft, Toyota and many more well established brands.

Well, looking at world’s scenario these days, it is not much hard to see why brands are more imperative now than  before. Brands are psyche and science united as a mark of assurance instead of  trademark. Goods have a life cycles. Brands outlive goods. Brands pass on a quality, credibility and experience. 


13601.jpgAt the point when Tata Motors of India purchased Jaguar and Land Rover from Ford, what did they purchase? Processing plants? Crude Materials? Workers?  Ford  offered  brands to Tata for $2.03 billion, and the brands were worth considerably more than this.

Similarly, recent proposal of Marriott to buy Starwood Hotels for $12.2 billion. what do they wish to buy? A room? A Hotel?  No, they want to buy a Name. And many more identical examples can be found.

 

What Branding really means? why is it crucial for a business?

The most brands2015profitable resource of a business is a BRAND. With brands such as Apple’s esteemed at $98.3 billion, Google’s at $93.3 billion, and Coca Cola’s at $79.2 billion, its justifiable why constructing and ensuring a brand is rich demand for advertising Trade of any measure.

Branding is not just a logo or graphics, it is far more than that.Marketing pundit Seth Godin’s defines a brand as, “the set of expectations, memories…and relationships that account for a consumer’s decision to choose one product or service over another.”(“Importance Of Building A Brand marketing”) 

Brand is a source by which buyers perceives a business Image. Numerous little and big associations disregard investing essential energy considering their image in this expansive sense and the effect it has on their business.
Such as: 

Vicks– At the 0_0_200_0_70_campaign-asia-content-url-2point when Vicks initially presented its hack drops in the German business sector, they were chagrined to discover that the German articulation of “v” is “f” which in Germany is what might as well be called “sexual entrance”.(“Cultural Blunders: Brands Gone Wrong”)

Gerber– Also,0_0_200_0_70_campaign-asia-content-20131006012048_gerber-logo When Gerber, a Nestle possessed purveyor of infant nourishment initially began offering their infant sustenance in Africa, they utilized the same bundling as a part of the USA – with the adorable child on the mark. Later they discovered that in Africa organizations routinely put pictures on the mark of what is inside the bundle, following a great many people can’t read.(“Cultural Blunders: Brands Gone Wrong”)

 

The Brand Identity Prism

To outline brand character, a globally perceived corporate marking authority – Jean-Noel Kapferer made a model he called the “Brand Identity Prism.” It illustrates six parts of brand personality: constitution, identity, society, relationship, reflection, and mental self-portrait.(Kolowich)

picture_kapferer_brand_identity_prism

Hence, amalgamation of these components  drives a brand’s prosperity. 

1) Physique is unmistakable physical part of brand.

It incorporates the logo, shading plan, bundling,classic-coca-cola-fountain-glass
and the online spaces . In case we’re discussing Coca-Cola, it’s stuff like the logo, the cursive font, the state of its flagship glass container.

2) Personality is brand’s character.

It is the manner by which brand speaks with outside world. This may be communicated in specific written work style or voice and even by  VIP supports. Coca-Cola’s personality is lively, reviving, and having decent time.

3) Culture is quality framework and essential conduct base

There is a private association between brand’s way of life and association. Coca-Cola’s way of life is based around mingling and sharing.

4) Relationship suggests association between individuals that a brand may symbolize.

One case would be a relationship between mother and tyke or among companions. Coca-Cola symbolizes equivalent and well disposed relationship among individuals in group. article-2438478-0016ECF500000258-115_634x315 (1).jpg

5) Reflection alludes to impression of purchaser

While organization may have various purchaser personas, this is “top” kind of purchaser. For Coca-Cola, this may be 15-18 year old who esteem fun and games in spite of fact that Coca-Cola’s intended interest group is much extensive.

6) Self picture is purchaser’s optimal self.

It is like mirror,  objective persona holds up to him or herself. Advertisers can draw on intended interest group’s mental self-portrait to coordinate their strategy and methodology. A Coca-Cola consumer, for instance, may see him or herself as social, informative, and  individual who looks for experience and pushes limits.

Therefore,characterizing brand personality is much similar to packaging and presenting a gift. A recipient has to be satisfied with offering which incorporates everything from external wrapping, to style of bundling inside, to blessing conveyance and helpfulness of real blessing itself and the same theory applies to Branding.

References:

Autoblog. 2016. Officially Official: Tata buys Jaguar Land Rover for $2.3 billion – Autoblog. [ONLINE] Available at: http://www.autoblog.com/2008/03/26/officially-official-tata-buys-jaguar-land-rover-for-2-3-billio/. [Accessed 29 August 2016].

Campaign Asia. 2016. Cultural blunders: Brands gone wrong | Opinions | Campaign Asia . [ONLINE] Available at: http://www.campaignasia.com/article/cultural-blunders-brands-gone-wrong/426043. [Accessed 29 August 2016].

B&T. 2016. The House of Coca-Cola: A Look Back at the Empire – B&T. [ONLINE] Available at:http://www.bandt.com.au/marketing/coca-cola-ages. [Accessed 29 August 2016].

Daily Mail Australia. 2013. Apple named the most valuable brand in the world overtaking Coca-Cola to take top spot for the first time Read more: http://www.dailymail.co.uk/news/article-2438478/Apple-overtakes-Coca-Cola-valuable-global-brand-Google-second.html#ixzz4IihPBl3V Follow us: @MailOnline on Twitter | DailyMail on Facebook. [ONLINE] Available at:http://i.dailymail.co.uk/i/pix/2013/09/30/article-2438478-0016ECF500000258-115_634x315.jpg. [Accessed 29 August 2016].

Executive Education University of Florida. 2016. The Importance of Building a Brand. [ONLINE] Available at: http://essentialsofbusiness.ufexec.ufl.edu/resources/marketing/the-importance-of-building-a-brand/#.V8Qeo_l9601. [Accessed 29 August 2016].

HubSpot/Lindsay Kolowich |. 2015. The Marketer’s Guide to Developing a Strong Corporate and Brand Identity. [ONLINE] Available at: https://blog.hubspot.com/blog/tabid/6307/bid/34238/The-Marketer-s-Guide-to-Developing-a-Strong-Brand-Identity.aspx#sm.000013mdmnpl96dvsugsivu2aphs0. [Accessed 29 August 2016].

Tser-Yieth Chen , Tsai-Lien Yeh and Wun-Sin Jheng , 2013. African Journal of Business Management. Factors influencing brand association, [Online]. Vol.7(19), pp. 1914-1926. Available at: http://www.academicjournals.org/journal/AJBM/article-full-text-pdf/EAD4EC015396 [Accessed 29 August 2016].
Kellie Tan Ai Li, Vincent Wee Eng Kim, Thinavan Periyayya, 2013. International journal of Innovative Research in Management. HOW DOES LOGO DESIGN AFFECT CONSUMERS’ BRAND ATTITUDES?, [Online]. Vol.1, Issue2, ISSN 2319-6912. Available at:http://www.vnmpublication.com/IJIRM/January_2013/4.pdf[Accessed 29 August 2016].
Donald R. Lehmann, Kevin Lane Keller, 2005. BRANDS AND BRANDING. RESEARCH FINDINGS AND FUTURE PRIORITIES, [Online]. 2, 1-55. Available at:http://bear.warrington.ufl.edu/CENTERS/MKS/invited/BRANDS%20AND%20BRANDING.pdf[Accessed 29 August 2016].

 

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