Brand Identity Prism



ブランドのアイデンティティの分析。 ジーンNoël KapfererのBrand Identity Prismの説明。 (「92)


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Brand Identity Prism Kapferer

ブランドの隠喩のために人間を使用することの明らかな利点は理解し、ブランドが意味するものを論議するためにnon-expertsのためにはるかに容易に、特に、なることである。 消費者は容易に人格特質を有するようにブランドを感知する。


Brand Identity Prismは何であるか。 記述

ジーンNoël Kapfererに従って、ブランド人格はブランド・アイデンティティのちょうど1つの主面べきである。

Jennifer Aakerは生き返らせるための信用にブランドのための人間の隠喩を値するが、彼女によりブランド人格にブランド・アイデンティティのいくつかの次元の併合によって概念的な混乱を引き起こしている。 Kapfererは全面的なブランドのディスクリプターとしてブランド・アイデンティティの元の専門用語に生き返らせることを推薦する。

Brand Identity Prismの起源。 歴史


既に1958年に、Martineauは店を特別にさせるnon-material次元を示すのに単語「ブランド人格」を使用した: その特性。

60sおよび70sにプロダクトおよびブランドの一致を用いる成長の不満があった。 そのの典型的な例はRosser Reevesからの言葉「Unique Selling Proposition」かUSPだった。


  1. 物理的。 プロダクトは何およびどれだけうまくそれ行うするか。
  2. 特性。 ブランド人格面。
  3. 様式。 言及することおよびコミュニケーションのための操作上の要素。

80年代後期では、テッドの怒りは言葉「Unique Selling Personality」をもたらした。 結果として、有名な「コピー作戦で」の-コピーという意味で広告の作戦を要約する必要な単一シート顧客会計主任が満ちている新しい項目を見るために-それは広まるようになった: ブランド人格。

類推的に心理学の言葉「人格」の使用に、研究の側面で、ブランド・アイデンティティのframeworkはブランド・アイデンティティの次元-ブランドに帰因させることができる即ち人間人格のそれらの特質としてブランド人格を常に引用した。 他の次元間にありなさい:

  • 決め付けなさい内部の価値(文化的な面)を
  • 決め付けなさい関係面(行ないの行動の様式、)を
  • ブランド反映された消費者面
  • ブランドの物理的な面(特質を区別する材料)

本: Jean-Noël Kapferer - The New Strategic Brand Management: Creating and Sustaining… -

Brand Identity Prism フォーラム
  Brand Identity Strategy
Branding is the discipline of setting apart, distinguishing a company/product from the rest of the world, thereby establishing a brand with specific attributes just like a distinct personality.
Key in this is positioning: what the brand s...
  Using the Brand Image for Recruiting and Selecting People
Dear all, I need some tips and literature on how you can use the brand image in the selection / recruitment process. I appreciate your reactions....
  Developing an Advertising Campaign
It is important to make a creative brief, a Kapferer model and a funnel for the development of an advertising campaign....
  How to apply the Kapferer Model in a Product and Service Dimension
How will the Kapferer model fit or how will it explain a product (tangible) and a service (intangiable)? Example?...
  Significance of Kapferer Model for Developing an Advertising Campaign
What is the significance / importance of Kapferer's model in the development of an advertising campaign?...

Brand Identity Prism 特別興味グループ


Brand Identity Prism 教育とイベント


ベストプラクティス - Brand Identity Prism プレミアム
  Top-10 Naming Blunders For a Company, Product or Brand
Here's a list of errors you should avoid when choosing a name for your brand, product or company:
1. Using your family name. Unless your name is unique and memorable, it contains minimal promotional...

Expert Tips (ENG) - Brand Identity Prism プレミアム

Pitfalls of International / Global Brands

Consistent with current trends in globalization, international firms have concentrated their efforts on t...
Usage (application)Brand Portfolio Management, Brand Valuation

How to Build a Brand in China

Based on data about Chinese consumers expectations, Paul F. Nunes, Susan A. Piotroski, Lay Lim Teo and R. Michael Matheis are offering following ...
Usage (application)Brand Development, China, Best Practices

What are Attributes of Strong Brands?

In the article The Brand Report Card (Harvard Business Review, January 2000), Kevin Lane Keller argues that the worlds strongest brands shar...
Usage (application)Brand Management, Brand Valuation

Characteristics of a Good Brand Identity Prism

A well-built Brand Identity Prism typically has the following formal characteristics:
1. There are few words to each facet
2. The words ar...
Usage (application)Demands for Brand Identity Prism

How to Divest 2nd Tier CPG Brands?

On top of the value of each individual brand comes the value of brands combined whith eachother. Bahadur, Landry and Treppo of consultancy firm BAH gi...
Usage (application)Brand Portfolio Management, Freeing up Resources for Main Brands, Brand Valuation

Generic Traits of a Good Brand

A good brand displays nine traits:
1. It drives shareholder value.
2. Top executives support the branding effort, marketing people ma...
Usage (application)Brand Management, Checklist

Nationalism and Patriotism in Corporate Brand Communication Strategies

Past research in market communication revealed that many consumers prefer to purchase domestic brands because they want to stimulate their own country...
Usage (application)Corporate Branding, Corporate Reputation, Corporate Nationality, Corporate Patriotism, Corporate Nationalism

Why are Brands Often So Similar? Understanding Brand Similarity/Parity

Despite of the efforts of companies to differentiate their brand from other brands, in many product categories a high level of brand similarity/brand ...
Usage (application)Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation

The Need for Brand Authenticity

In an article called "Embrace the Dark Side" in the HBR of Oct 2006, Michael J. Fanuelle says that to be strong, brands need authenticity. Perfect pur...
Usage (application)Branding

Generic Implementation Steps of a Global Brand

Firms that want to build global brands should take following 10 steps:
1. Involve the CEO and board to provide top-down guidance.
2. ...
Usage (application)Global Brand Development, Best Practices

The 22 Laws of Branding (Trout & Ries)

1. The Law of Expansion: The power of a brand is inversely proportional to its scope. Trying to be all things to all people undermines the power of th...
Usage (application)Branding, Brand Recognition

Status Brands: The influence of Power-distance Beliefs

Status brands are brands that can inherently raise the social prestige of its owners within a certain community or society.
Status brands are dif...
Usage (application)Branding, Brand Management, Power Distance, Brand Recognition

Brand Relationship Quality

A lot of research has been done to consumers brand evaluations about brands by examining factors such as brand attitudes and perceived brand quality....
Usage (application)Branding, Brand Management, Brand Differentiation, Brand Relationship

Focus Points in City Branding

Although most people are used to products and services marketing, cities are increasingly being used as a marketing tool since the end of the twentiet...
Usage (application)City Branding, Regional Branding, Geographical Branding

Three Dimensions in How Global Brands are Evaluated by Consumers

Holt et al. (2004) researched how people evaluate and value global brands. They found out that 3 main characteristics are critical in the evaluation o...
Usage (application)Global Branding, Corporate Reputation, CSR, Globalization

リソース - Brand Identity Prism プレミアム


brand identity


brand dimensions


brand identity


brand dimensions


brand identity


brand dimensions


brand identity


brand dimensions

Brand Identity Prismをと比較した:  Brand Personality Dimensions  |  Brand Asset Valuator  |  Reputation Quotient

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