Manish Kumar Jain

Section A, 0901201188

Brand Identity Model - Parker

The Parker Pen Company is a manufacturer of pens, founded in 1888 by George Safford

Parker in Janesville, Wisconsin, United States. It is currently owned by Newell Rubbermaid.

George S Parker, the founder, had previously been a sales agent for the John Holland Gold Pen
Company. He received his first fountain pen related patent in 1889. In 1894 Parker received a
patent on his "Lucky Curve" feed, which was claimed to draw excess ink back into the pen body
when the pen was not in use. The Lucky Curve feed was used in various forms until 1928.

The following have been its key models:

Key models in the company's history include Jointless (1899), Jack Knife

Safety (1909), Duofold (1921), Vacumatic (1932), "51" (1941),
Jotter (1954), 61 (1956), 45, 75 (1964), Classic (1967), 25 (1975), Arrow (1982), Vector (1986), D
uofold International (1987), 95 (1988), Sonnet (1993), and the Parker 100 (2004).

The Brand Equity Prism for PARKER PEN is explained below,

1. Physique (The product features, symbols and attributes): It has a very distinctive logo. It
is of “P” shaped for parker with an arrow in it. This arrow is one of the most distinctive
factors which differentiate it with other pens. It has an arrow shaped hook in the Cap of
its pen which shows that the pen is a Parker. Its brand ambassador for India is Mr.
Amitabh Bachchan which shows the pens elegant style.

2. Personality (The character and attitude): This pen is for upper middle class and it has a
rich and exclusive personality. Its personality is as if someone is rich and of high class the
only pen which one can have is parker. It also has special exclusive signature pens which
are to be only used while signing big contracts which show its exclusive characteristic. It
has a very catchy tag line “Why have a pen that’s not a parker.”

3. Relationship (The beliefs and association): This pen adds to the person’s personality and
shows that the person has a great taste of quality and will not compromise with it and
has an expensive taste. When a person carries a Parker pen in his/her pocket it gives the
person a rich and elegant look and in a person’s hand it shows the persons importance
and his/her exclusive nature.

4. Culture (The set of values): Parker pens are of US origin but are very well known and
accepted by the upper middle class of almost every country. It has created a league of
its own and all its competitors are now compared with parker. It has a formal and
elegant culture.

5. Reflection (The customer’s view of the Brand): An elegant master piece which is highly
exclusive in nature and a deep desire of anyone. It is a definite have for any pen lover
and an exclusive part of anyone’s collection. Since it adds to a person’s personality and
gives him/her the rich look it is definitely taken care of. It is also a very admirable gift.

6. Self-Image (Internal mirror of customer as user of brand): When with anyone person it
shows that the person is of elite class and has a great taste. It is only for people who do
not wish to compromise with quality and has a high sense of self respect. This pen
depicts the user and its design itself shows the elegant nature of the person.