Jaipuria - Brand Identity Prism F

7/23/2019 Jaipuria - Brand Identity Prism F

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Creating Brand Equity using

‘Brand Identity Prism’



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What is Brand Identity

Brand identity is the way in which a business (Brand's name,

communication style, logo and other visual elements) wants

consumers / the market to perceive its brands, not necessariy

how it is actuay perceived



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Model of ‘Brand Pyramid’

"ode o# $Brand %yramid& '' suitabe #or anaying andunderstanding the concept o# Brand Identity

*he Pyramid Model consists o# three tiers

+pper %art Brand Core / Brand Kernel

"idde *ier '' Brand Style

Base -ayer Brand Themes



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+pper %art Brand Core

*his remains #airy #ied over time

"idde *ier'' Brand Style

0escribes the Brand Core in terms o# the #oowing

Culture it conveys

ts Personality

ts Self Image



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Base -ayer Brand Themesndicates how the Brand currenty communicates

'''' 4dvertising, %ress 5eease, %ackaging

Brand *hemes incude

Physique – coour, ogo, packaging

Reflection – type o# spokesperson used to advertise the brand

Relationship gamour, prestige

Brand *hemes are more #eibe than Brand Core 6 Brand 7tye Changes with

time #ashion, stye or technoogy



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Six Sided Identity Prism

Brand 7tye and Brand *hemes can be described as a ‘six

sided identity prism’

*he $dentity %rism& emphasies the $Brand&s dentity& with six integrated

dimensions o# the #oowing

Cuture

%ersonaity *hese are incorporated within the Brand itse#

7e# mage ( internaiation)

%hysique *he socia #acets which gives the Brand its

5e#ection outward expression *hey are visibe and

5eationship materia and communicated explicitly

( eternaiation)



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Brand Identity Prism – Internalisation

C!T"#

%roducts 6 Communication must re#ect vaues and basic

principes

t is the direct ink between the Brand and the organiation

Brands can be #orti#ied by the #act that they can be inked to the

consumer&s home nation

i) "ercedes ' Ben to :erman vaues

ii) Coca Coa 4merican vaues



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Brand Identity Prism – Internalisation

S#!$ IM%&#

*he mirror the target group hods upto itse#

Lacoste users see themseves as users o# a sporty brand even i# they do not

participate in sporting events

Raymond users see themseves as $ a compete man& 7tyish, sophisticated,

beong to the $cassy& set

P#"S'(%!IT)

s the Brand&s character

*he Brand&s communication shoud give the consumer a #eeing that a person with

speci#ic personaity traits is speaking to them stye o# writing, design

#eatures,coour schemes etc

Endorsement by eminent persons / ceebrities with speci#ic traits can highight the

Brand&s character



<

Brand Identity Prism – #xternali*ation

P+)SI,# ( aso known as Capabilities)

=hat does the Brand ook ike>

?ow can it be recognied >

?ow is it #unctionay use#u>/ =hat does the Brand do>



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Brand Identity Prism – #xternali*ation

"#!%TI'(S+IP ( aso known as Internal culture & values)

Epresses the reationship the Brand has with its customers more

important #or $7ervice Brands& than product brands

Eg Aeogg cereas, *ropicana uice '' breakfast partner

%ears soap symboies the reationship between $mother 6 chid’

"#$!#CTI'( (o# the consumer)

5e#ers to the stereotypica user o# the Brand

Eg *he typica consumer base #or Coca Coa is 13 1; year ods with vaues

such as fun, sporty and friendship



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Brand Identity Prism – ho- it helps

?eps "arketers, "anagement and its 4gencies to

+nderstand the Brand its strengths and opportunities

ormuation o# the Brand&s positioning in the market

0eveop consistency in the message being transmitted through

%ackaging and design

4dvertising

Beow the ine activities

%otentia $Brand etensions&

Jaipuria - Brand Identity Prism F

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