How to Apply the Kapferer Model to a Brand

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Forum 14 India, Abhisek Ray How to Apply the Kapferer Model to a Brand How to apply the Kapferer model in a practical sense… How will it explain a product (tangible) or a service (intangible)? Example? X Welcome to the Brand Identity forum. The topic being discussed here is: "How to Apply the Kapferer Model to a Brand". Get access now. Completely free. Log in   Comments Rating   3 amarjit Strategy Consultant, India   How to Apply the Kapferer Model to a Brand Hi, (if it is an existing product,) start first with a BRAND AUDIT. So perform a qualitative research to understand what is the current perception of the brand among its users. The next step will be to attempt filling up the prism from available information. The result is the CURRENT position of the brand. Now evaluate if the current perception is desirable and in line with long term brand aspiration of brand owner. Identify what supports and what distracts. Now draw up the DESIRED brand identity. Then draw up a CORRECTION PLAN or strengthening of key brand facets by doing several things, communication, physical product attribute modification, right kind of promotion etc. Hope this helps.   Leave a comment Share your knowledge or experience

More on Brand Identity: Summary Discussion Topics Top-10 Naming Blunders For a Company, Product or Brand 👀 How to Apply the Kapferer Model to a Brand How to Use the Brand Image for Recruiting Employees? Developing an Advertising Campaign Significance of the Brand Identity for Advertising Campaigns Brand Identity Strategy 🔥 Functional and Emotional Benefits of Brands Special Interest Group Do you know a lot about Brand Identity? Become our SIG Leader

More on Brand Identity: Summary Discussion Topics Top-10 Naming Blunders For a Company, Product or Brand 👀 How to Apply the Kapferer Model to a Brand How to Use the Brand Image for Recruiting Employees? Developing an Advertising Campaign Significance of the Brand Identity for Advertising Campaigns Brand Identity Strategy 🔥 Functional and Emotional Benefits of Brands

Special Interest Group Do you know a lot about Brand Identity? Become our SIG Leader

Brand Identity Knowledge Center

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