Prisma di Brand Identity
(Kapferer)

Centro di Conoscenza

Un beneficio evidente di usare un essere umano come metafora di un marchio è che diventa molto più facile, particolarmente per i non esperti, capire a cosa il marchio corrisponde. I consumatori percepiscono facilmente i marchi come se avessero le caratteristiche di una persona.

Che cosa è il Prisma di Brand Identity? Descrizione

Secondo Jean-Noël Kapferer, la personalità del marchio dovrebbe essere solo una sfaccettatura chiave dell'identità del marchio.

Jennifer Aaker merita l'accreditamento per avere ravvivato la metafora umana di un marchio, ma sta causando una confusione concettuale fondendo un certo numero di dimensioni dell'identità del marchio nella personalità del marchio. Kapferer suggerisce di ravvivare la terminologia originale dell'identità del marchio come fattore descrittivo generale del marchio.

Origine del Prisma di Brand Identity. Storia

Per capire il modello di Kapferer è utile leggere un po' di storia:

Già nel 1958, Martineau ha usato la parola "brand personality" [personalità del marchio] per riferirsi alle dimensioni non materiali che rendono un negozio speciale: il proprio carattere.

Negli anni 60 e 70 c'era un crescente malcontento nell'identificare il prodotto ed il marchio. Un esempio tipico era il termine “Unique Selling Proposition„ o USP [Unica Proposizione di Vendita] da Rosser Reeves.

Nel 1982, Séguela, una VP di un"agenzia pubblicitaria, suggerì che tutti i marchi venissero descritti secondo tre aspetti:

1. Fisico. Cosa fa il prodotto e come va?
2. Carattere. La caratteristica della personalità del marchio.
3. Stile. Elementi operativi per pubblicità e comunicazione.

Verso la fine degli anni 80, Ted Bates ha introdotto il termine “Unique Selling Personality„ [Unica Personalità di Vendita]. Di conseguenza, nella famosa 'strategia di copia' - il singolo foglio essenziale che ricapitola la strategia di pubblicità come correlata alla copia - è diventato comune vedere un nuovo articolo da riempire per gli account executives: personalità del brand.

Analogamente all'uso del termine “personalità„ in psicologia, dal lato della ricerca, le strutture di identità del marchio citavano  sempre la personalità del marchio come una singola dimensione del Brand Identity - vale a dire quelle caratteristiche della personalità umana che possono essere attribuite al marchio. Fra le altre dimensioni vi sono:

• Valori insiti nel marchio (aspetto culturale)
• Aspetto relazionale del marchio (il suo stile comportamentale, di condotta)
• Aspetti del consumatore riflessi sul marchio 
• Aspetto fisico del marchio (le sue caratteristiche distintive materiali)

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

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Link di Ricerca Passare ad altre fonti di ricerca riguardanti Identità di un Brand. Notizie Video Presentazioni   Libri Accademico Di più

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