Brand Identity Prism[品牌识别棱镜]
(Kapferer)

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品牌身份识别分析。 Jean-Noël Kapferer的Brand Identity Prism[品牌识别棱镜]解析。 (‘92)

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Brand Identity Prism[品牌识别棱镜] Kapferer

把品牌比作人的明显优势在于,对消费者来说(尤其是非专家型的普通消费者),品牌变得更加容易理解与沟通, 消费者能够轻易地感知品牌,就好像它们也有了人的属性。

 

什么是品牌识别棱镜(Brand Identity Prism)? 释义

根据Jean-Noël Kapferer的观点,品牌个性只是品牌身份的一个关键棱面。

Jennifer Aaker为品牌赋予人性特点的比喻方法,无疑值得称赞。但是,她同时犯了概念混淆的错误,她把品牌识别的不同棱面混合在了一起,全部融进了品牌个性中。 Kapferer建议,恢复品牌识别作为描述品牌的宽泛术语。


品牌识别棱镜的起源。 历史

了解一些品牌历史,对理解Kapferer的棱镜模型是有帮助的。

1958年,Martineau开始使用“品牌个性”这一词汇来描述造成商家与众不同的非物质方面的因素—— 特征。


20世纪60、70年代,人们对于将产品和品牌等同起来的做法越来越感到不满, 一个典型例子是Rosser Reeves 的 USP,即独特销售主张(Unique Selling Proposition)。


1982年, Séguela(一家知名广告公司的副总裁)建议,从三个层面来规范描述所有的品牌:

  1. 物质层面(Physical)。 产品用途及产品表现。
  2. 特征层面(Character)。 品牌个性。
  3. 类型层面(Style)。 广告和交流等实际运作层面需要考虑的因素。

20世纪80年代末期,Ted Bates引入了一个新的理念——独特销售个性(Unique Selling Personality)。 结果,在流行的复制战略(Copy Strategy)——在一张纸上概括出可供复制执行的广告文案——执行过程中,品牌个性(Brand Personlity 这一新的术语便开始充斥于广告业务人员的报告里。


在广告学研究领域,“个性”类似于心理学上的同名术语,品牌识别架构援引它作为品牌识别的一个尺度,也就是说,人所具有的个性特征在品牌身上也都可以找到。 除了品牌个性棱面以外,品牌识别架构的其他棱面还包括:

  • 品牌内在价值/文化棱面
  • 品牌关系棱面(行为风格)
  • 消费者品牌反射棱面
  • 品牌物质棱面(区别于其他品牌的物质属性)

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


品牌识别棱镜论坛
  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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比较:   Brand Personality Dimensions[品牌个性维度]  |  Brand Asset Valuator[品牌资产标量]  |  Reputation Quotient[声誉商数]


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