Brand Identity Prism
(Kapferer)

Centro de Conhecimento

   

Analisando a identidade de um tipo. Explanação do Brand Identity Prism de Jean-Noël Kapferer. ('92)

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Brand Identity Prism Kapferer

Um benefício óbvio de usar ser humano para um metaphor para um tipo é que se torna muito mais fácil, especial para non-experts, para compreender e discutir o que um tipo está para. Os consumidores percebem fàcilmente tipos como se teriam traços da personalidade.

 

Que é o Brand Identity Prism? Descrição

De acordo com Jean-Noël Kapferer, a personalidade do tipo deve ser apenas um facet chave da identidade do tipo.

Jennifer Aaker merece o crédito para revitalized o metaphor humano para um tipo, mas está causando a confusão conceptual fundindo um número de dimensões da identidade do tipo na personalidade do tipo. Kapferer recomenda revitalize à terminologia original da identidade do tipo como o descriptor total do tipo.


Origem do Brand Identity Prism. História

Para compreender o modelo de Kapferer é útil ler um pouco de história:

Já em 1958, Martineau usou a palavra do “personalidade tipo” consultar às dimensões non-material que fazem uma loja especial: seu caráter.


Nos 60's e no 70s havia um descontentamento crescente com igualar o produto e o tipo. Um exemplo típico do esse era o termo “Unique Selling Proposition” ou USP de Rosser Reeves.


Em 1982, Séguela, um VP de uma agência adverting, recomendado que todos os tipos estejam descritos ao longo de três facets:

  1. Físico. Que o produto faz e como bom ele executa?
  2. Caráter. Facet da personalidade do tipo.
  3. Estilo. Elementos operacionais para adverting e uma comunicação.

No 80s atrasado, os Bates de Ted introduziram o termo “Unique Selling Personality”. Consequentemente, da “na estratégia famosa cópia” - a única folha essencial que sumaria a estratégia anunciando como relacionado à cópia - tornou-se difundido para ver um item novo a ser enchido por executivos de cliente: personalidade do tipo.


Analogously ao uso do termo “personalidade” no psychology, no lado da pesquisa, a personalidade sempre cotada do tipo dos frameworks da identidade do tipo como uma dimensão da identidade do tipo - a saber aqueles traços da personalidade humana que podem ser atribuídos ao tipo. Entre as outras dimensões seja:

  • Marque valores internos (o facet cultural)
  • Marque o facet do relacionamento (seu estilo do comportamento, da conduta)
  • facet Tipo-refletido do consumidor
  • Facet físico do tipo (seus traços distinguindo do material)

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


Fórum de Brand Identity Prism
  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?...
     
 

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Melhores Práticas - Brand Identity Prism Premium
  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 Premium
 

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 world’s 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
 
 

Recursos - Brand Identity Prism Premium
 

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Compare com o Brand Identity Prism:  Brand Personality Dimensions  |  Brand Asset Valuator  |  Reputation Quotient


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