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How to Apply the Kapferer Model to a Brand

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Brand Identity
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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?
 
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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.

 

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

SIG Leader

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

Knowledge Center

Brand Identity
Knowledge Center



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