Significance of Kapferer Model for Ad Campaign
This model throws light on various dimensions that should be taken care by the brand manager to attain brand identity. Brand managers seek the assistance of advertisements to attain brand identity. For developing an advt it is necessary to have a thourough knowledge on tangible aspects of the brand (physical) and personality of the brand. It is necessary to stress on associations of brand (relationship) in the advts. Also self image of the target market and reflection should be considered by the advt.maker. All these aspects which are essential for advertising campaigns are also emphasised by the Kapferer model.