How to Apply the Kapferer Model to a Brand
amarjit, Strategy Consultant, India
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.