Professional Documents
Culture Documents
Kapfebrrer Modelbrand Identity Prism
Kapfebrrer Modelbrand Identity Prism
(Kapferer)
Personality is same as Aaker, it answers the question what happens to this brand when it becomes a person? Culture symbolizes the organization, its country-of-origin and the values it stands for.
E.G. traditional brands like balsara, dabur and zandu.
Reflection is the consumers perception for what the brands stands for.
E.G. cokes image more attract youth.
What is a Brand???
A Brand is a complex symbol. It is the intangible sum of a products attributes, its name, packaging and price, its history, reputation, and the way its advertised. A brand is also defined by consumers impression of people who use it, as well as their own experience - David Ogilvy
Brand Experience
External
Internal
Business Process Customer Relations Brand Values Training Quality Staff Motivation Recruitment Policies Technology etc..
Now let us look at the Brand Identity Prism based on Kapferer model and the 6 key dimensions in it
Physical
Product features, symbols & attributes
Personality
Character & attitude
Relationship
Beliefs & association
Culture
Set of Values
Reflection
Customers view of the brand
Self-Image
Internal mirror of customer as user of brand
For Sify India let us look at how they have built the brand basis the Kapferer Model
Sify India
Physical
Kite Symbol, Online Access
Personality
Innovative & Tech savvy
Culture
Customer centric & Indian
Self -image
"net" way of life empowered
Reflection
Consistent & dependable performer
Relationship
Best guide to the net
Let us now understand the prism in more detail with a case study
Adidas
Research Problem
How have Adidas used the instrument branding, and which roll did it play in the competition between Adidas and Nike?
The strategies of Adidas were based on advertising, sponsorship programs for team end events and sub-brands Among the similarities between the campaigns for Adidas and Nike we can see their strategies to advertise in a huge scale One difference is that Adidas Endorsement program is focusing on major global events, sports associations, and teams, and Nike, in contrast, focuses on individual athletes and their success While Nike have Nike Town shops in the bigger cities in the world, Adidas have created The Adidas Streetball Challenge which started out in Germany 1992 and five years later it had over 500.000 participants In the finals in Germany it attracted 3200 players and 40.000 spectators Both Nike and Adidas began their turnarounds by developing a brand identity In each case, this exercise led to a focusing of the brand and initiatives that built the brand in new directions
Sender
Receiver
Physique
Kapferer means what the central purpose of the brand is (that is what the brand does)
Personality
Kapferer means the soul of the brand
Reflection
Kapferer means how the individual in the targeted group identify himself as a person in relation to the brand
Self-Image
Kapferer means how the individual in the targeted group identify the brand in relation to himself
Two dimensions are still left to be explained in the prism, the Relationship and the
Culture
The Relationship is, according to Kapferer, externalizing the brand from the company outwards, and the culture is an aid for internalizing the brand in the organization and in to the conscious of the customer
The Culture is, according to Kapferer, the strongest dimension in the prism. It represents the difference between one brand and another
Adidas
Picture of Sender
Reflection True sportsmanship, A good team player, Strong work ethic Picture of Receiver
Nike
Picture of Sender
Picture of Receiver
Adidas
Nike
Picture of Sender
Picture of Sender
E x t e r n a l i z a t i o n
I n t e r n a l i z a t i o n
E x t e r n a l i z a t i o n
Picture of Receiver
Picture of Receiver
Comparative Analysis
Conclusion (1)
Both Adidas and Nike have used the same theoretical systems to create their brand building programs The companies are benchmarking each other, using the techniques from each others successes, when Nike launched their sub-brand product Alpha line which was benchmarked on Adidas already launched sub-brand of the Equipment product line for the elite of sports men We can find many similarities like endorsements strategies and the companies advertising strategies but what differs in the endorsement strategies is that Adidas focuses in sponsoring teams and global events, while Nike have their center of attention on stars in specific sport like basketball and Michael Jordan or in golf and Tiger Woods About advertising both companies have about the same scale and scope of advertising but they try to communicate different messages The messages from Adidas is; the only one you compete with is your self whereas Nike communicate a provocative, aggressive winner attitude which can be related to the American sports attitude You dont win silver, you lose gold As we can understand the two companies are aiming at nearly the same targeted customer group but with a slightly differentiation of attitude Adidas stand for a competing and winning over your self-attitude, and Nike stands for a winning over everyone attitude The differentiation is based on the differences in culture between the two companies and between Europe and USA As an overall reflection one can see that Adidas had to overcome, that the both companies had the same target group. Adidas choose a brand-building strategy that built on the same theoretical criterias as Nike. But they created a differentiation in identity of the brand (as seen comparing analysis in the Kapferer Prism Model above) compared to Nike
Conclusion (2)
Adidas had the same strategy within creating equity value to their brand They challenged Nike in endorsement strategy, and in advertising, but with a slight difference in communicated message, by doing it trough the same medias. To differentiate them self and make totally own awareness activities, events like Adidas Streetball Challenge was created. Events like those communicated the Adidas brand around the world According to the results and positions the brand-building programs have given both Adidas and Nike in the sport industry, one can say that branding have been a totally determining factor. On top of that they made it so good that they are used as models in higher education.