Brand Management

Session 7 September 30, 2011

Two aspects of Brand Identity

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

Adidas

Nike

Picture of Sender

Picture of Sender

E x t e r n a l i z a t i o n

Physique Sports and fitness

Personality Traditional, conservative, collective

Relationship Quality and heritage

Culture European, Traditional

Reflection True sportsmanship, A good team player, Strong work ethic

Self Image Relates more to competing than to winning

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

Physique Sports and fitness

Relationship Sponsorship, ethics

Reflection Aggressive, provocation, inyour face

I n t e r n a Culture American, Just do l i it! z a t i o Self Image n Cool, I am an athlete

Personality Like Jordan, Woods

Picture of Receiver

Picture of Receiver

Comparative Analysis

Launching New Brands

Mercedes Mr. Daimlers Daughter Adidas Adolphe Dassler Harpic Harry Picman Brand gains autonomy with its original meaning by developing its own way of communicating , of addressing the public and of behaving

Defining the Brands Platform

Why must this brand exist? Standpoint Vision What are our values? Mission Know how Territory Typical products or actions Style & Language Reflection

Choosing a Name for a Strong Brand

Brand Name or product Name Danger of Descriptive Names