Prisma de Identidad de la Marca
(Kapferer)

Centro de Conocimiento

Un beneficio obvio de usar un ser humano para una metáfora sobre una marca es que llega a ser mucho más fácil, especialmente para los no expertos, entender y discutir par que se establece una marca. Los consumidores perciben fácilmente las marcas como si tuvieran atributos de personalidad.

¿Cuál es el concepto de Brand Identity Prism (Prisma de Identidad de la Marca)? Explicación

Según Jean-Noël Kapferer, la personalidad de la marca debe ser apenas una faceta clave de la identidad de la marca.

Jennifer Aaker merece el crédito por revitalizar la metáfora humana sobre una marca de fábrica, pero este metáfora está causando una confusión conceptual fusionando un número de dimensiones de la identidad de la marca dentro de la personalidad de la marca. Kapferer recomienda revitalizar la terminología original de identidad de marca como un descriptor total de la marca.

Origen del Prisma de Identidad de la Marca. Historia

Para entender el modelo de Kapferer es útil leer un poco historia:

Ya en 1958, Martineau utilizó la palabra “personalidad de la marca” para referirse a las dimensiones inmateriales que hacen una tienda, algo especial: su carácter.

En los años 60´s y 70´s, había un descontento cada vez mayor con la comparación del producto y la marca. Un ejemplo típico de eso fue el término “Propuesta única de venta” o USP de Rosser Reeves.

En 1982, Séguela, un VP de una agencia de publicidad, recomendó que todas las marcas estén descritas a lo largo de tres facetas:

1. Físico. ¿Qué hace el producto y qué tan bien se desempeña?
2. Carácter. Faceta de personalidad de la marca.
3. Estilo. Elementos operacionales para la publicidad y la comunicación.

A finales del los 80´s, Ted Bates introdujó el término “Personalidad única de venta”. Por consiguiente, en la “estrategia famosa de la copia” - la sola hoja esencial que resume la estrategia de publicidad con respecto a copia - llegó a ser extensa para ver un nuevo item que se llenará por los ejecutivos de cuenta: la personalidad de la marca.

Análogo al uso del término “personalidad” en psicología, desde el punto de vista de la investigación, la identidad de marca siempre tomó a la personalidad de marca como una dimensión incluida dento del concepto de identidad de marca - asumiendo que esos tratamientos utilizados para definir la personalidad humana, podrían ser atribuibles a la marca. Entre otras, las dimensiones son:

• Valores internos de la marca (la faceta cultural)
• Faceta de relaciones de la marca (su estilo del comportamiento, y conducta)
• Faceta del consumidor de la marca reflejada
• Faceta física de la marca (sus tratamientos distintivos del material)

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

Foro Nuevo Tema Foro sobre Identidad de la Marca. Top-10 Naming Blunders For a Company, Product or Brand Here's a list of errors you should avoid when choosing a name for your brand, product or company: 1. Using your fam (...) 28   40 comentarios 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) (...) 14   1 comentarios How to Use the Brand Image for Recruiting Employees? Dear all, I need some tips and literature on how you can use the brand image in the selection / recruitment process. I a (...) 5   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. (...) 5   Significance of the Brand Identity for Advertising Campaigns What is the significance / importance of Kapferer's model in the development of an advertising campaign? (...) 5   1 comentarios Functional and Emotional Benefits of Brands It's time to build brands beyond their functionality. Every brand which has succeeded over time has provided two impo (...) 3   Brand Identity Strategy Branding is the discipline of setting apart, distinguishing a company/product from the rest of the world, thereby establ (...) 3   Iniciar un nuevo tema de foro sobre Identidad de la Marca. Más información. Comparta su opinión, conocimiento y experiencia o haga una pregunta (regístrate gratis primero)

Consejos de Expertos Regístrate Conocimientos avanzados sobre Brand Identity (Inglés). Aquí encontrará consejos profesionales de expertos. Pitfalls of International / Global Brands Brand Portfolio Management, Brand Valuation Consistent with current trends in globalization, international firms have concentrated their efforts on the development (...) How to Build a Brand in China Brand Development, China, Best Practices Based on data about Chinese consumers’ expectations, Paul F. Nunes, Susan A. Piotroski, Lay Lim Teo and R. Michael Mathe (...) What are Attributes of Strong Brands? Brand Management, Brand Valuation In the article “The Brand Report Card” (Harvard Business Review, January 2000), Kevin Lane Keller argues that the world’ (...) Characteristics of a Good BI Prism Demands for BI Prism A well-built BI Prism typically has the following formal characteristics: 1. There are few words to each f (...) How to Divest 2nd Tier CPG Brands? Brand Portfolio Management, Freeing up Resources for Main Brands, Brand Valuation On top of the value of each individual brand comes the value of brands combined whith eachother. Bahadur, Landry and Tre (...) Generic Traits of a Good Brand Brand Management, Checklist A good brand displays nine traits: 1. It drives shareholder value. 2. Top executives support the branding effort, mark (...) Nationalism and Patriotism in Corporate Brand Communication Strategies Corporate Branding, Corporate Reputation, Corporate Nationality, Corporate Patriotism, Corporate Nationalism Past research in market communication revealed that many consumers prefer to purchase domestic brands because they want (...) Why are Brands Often So Similar? Understanding Brand Similarity/Parity Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation Despite of the efforts of companies to differentiate their brand from other brands, in many product categories a high le (...) The Need for Brand Authenticity Branding In an article called "Embrace the Dark Side" in the HBR of Oct 2006, Michael J. Fanuelle says that to be strong, brands (...) Generic Implementation Steps of a Global Brand Global Brand Development, Best Practices Firms that want to build global brands should take following 10 steps: 1. Involve the CEO and board to provide top-down (...) The 22 Laws of Branding (Trout & Ries) Branding, Brand Recognition 1. The Law of Expansion: The power of a brand is inversely proportional to its scope. Trying to be all things to all peo (...) Status Brands: The influence of Power-distance Beliefs Branding, Brand Management, Power Distance, Brand Recognition Status brands are brands that can inherently raise the social prestige of its owners within a certain community or socie (...) Brand Relationship Quality Branding, Brand Management, Brand Differentiation, Brand Relationship A lot of research has been done to consumers’ brand evaluations about brands by examining factors such as brand attitude (...) Focus Points in City Branding City Branding, Regional Branding, Geographical Branding Although most people are used to products and services marketing, cities are increasingly being used as a marketing tool (...) Three Dimensions in How Global Brands are Evaluated by Consumers Global Branding, Corporate Reputation, CSR, Globalization Holt et al. (2004) researched how people evaluate and value global brands. They found out that 3 main characteristics ar (...)

Fuentes de Información Regístrate Varias fuentes de información sobre Identidad de la Marca. Aquí encontrará powerpoints, videos, noticias, etc. para usar en sus propias conferencias y talleres. Jennifer Aaker on Branding Jennifer Aaker on Branding Jennifer Aaker explains the difference between brand and branding: - "Branding" is just the tip of the iceberg (the mar (...) Social Media for Organizations Social Media for Business, Online Business Identity, Corporate Reputation, Social Networking for Business This presentation provides interesting information about the usage of social media for businesses. The presentation incl (...) Brand Stretching and Extension Brand Management, Brand Identity, Global Brand, Meta Brand Presentation that is mainly about Brand Stretching and branding in a Global Context. The presentation includes many exam (...) Martin's Trust Model: The Trust Matrix Trust, Corporate Reputation, Corporate Branding, Corporate Image An important determinant of the reputation of your brand, company or sector is TRUST. In the financial sector for exampl (...) Branding Cities: City Branding City Branding, Branding Strategies This presentation is about city branding. It explains how to successfully brand cities. The following sections are inclu (...) Country Branding: Branding a Country Country Branding, Place Branding This presentation is about branding a country or another geographic location. Next to the outline, there are several cou (...) Brand Identity Positioning Positioning Brand Positioning by A. Kwanta Panthongprasert, Department of Advertsising, 2010. A clear summary presentation about Br (...) How Sponsoring Enhances and Supports other Marketing Elements Initial Understanding of the Added Value of Sponsoring Fiona Green explaines that sponsoring is valuable to support and enhance other marketign elemenets such as CRM, PR, adve (...) Brand Identity and Brand Equity: Nike versus Adidas Brand Management, Branding A presentation by K. Tichá that is a nice practical example of working with Brand Identity and Brand Equity, comparing N (...) Brand Identity Prism Diagram Brand Management Download and edit this 12manage PowerPoint graphic for limited personal, educational and business use. Republishing in (...)

Enlaces de Investigación Regístrate Salte automáticamente a otras fuentes útiles relacionadas con Identidad de la Marca. Noticias Vídeos Presentaciones Libros Más

Compare Prisma de Identidad de la Marca, con:   Dimensiones del Personalidad de la Marca  |  Valuación de Marcas  |  Reputation Quotient

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