Varumärkes Identitetsprisma (Kapferer)
(Kapferer)

Kunskapscenter

En tydligt fördel av att använda en människa som en metafor för ett varumärke är att det blir mycket lättare, speciellt för icke-experter, att förstå och diskutera vad ett varumärke står för. Konsumenter uppfattar lätt varumärken som, om de har personlighetsdrag.

Vad är Varumärkesidentitets prisma? Beskrivning

Enligt Jean-Noël Kapferer, bör varumärkespersonlighet just vara bara en nyckelaspekt hos varumärkesidentiteten.

Jennifer Aaker förtjänar beröm för att ha revitaliserat den mänskliga metaforen för ett varumärke, men hon orsakar begreppsmässig förvirring, genom att applicera ett antal dimensioner av varumärkesidentiteten in i varumärkespersonligheten. Kapferer rekommenderar att revitalisera till den ursprungliga terminologin av varumärkesidentiteten som den mest förekommande varumärkeskildraren.

Ursprunget till Varumärkesidentitets prisma. Historia

För att förstå Kapferers modell är det nyttigt att läsa lite om den bakomliggande historian:

Redan år 1958, använde Martineau uttrycket "varumärkespersonlighet" för att se till de icke-materiella dimensionerna som gör en butik speciell: dess kännetecken.

På 60-talet och 70-talet fanns det ett växande missnöje med att likställa produkten och varumärket. Ett typisk exempel för det var benämningen "Unique Selling Proposition" eller USP från Rosser Reeves.

Året 1982, Séguela, VP för en reklambyrå som rekommenderade att alla varumärken beskrivs genom dessa tre aspekter:

1. Fysiskt. Vad, produkten gör och hur väl den utförs?
2. Karaktärer. Varumärkespersonlighetsaspekt.
3. Stil. Operativa beståndsdelar för reklam och kommunikation.

Under den senare delen av 80-talet, introducerade Ted Bates benämningen "Unique Selling Personality". Som en följd av den berömda 'kopieringsstrategin' - det viktiga singel papperet som summerar reklamstrategin i relation till att kopiera - den blev utbredd och för att se ett nytt objekt som ska fyllas av kundnsvariga chefer: varumärkespersonligheter.

Motsvarigheten till att använda benämningen "personlighet" i psykologi, och på forskarsidan, varumärkesidentitetensramverk citerar alltid varumärkespersonligheten som en dimension  av varumärkesidentiteten - nämligen de karaktärer av mänsklig personlighet som kan tillskrivas till varumärket. Bland de andra dimensioner finns:

• Varumärkets inre värden (den kulturella aspekten)
• Varumärkets relations aspekt (dess stil i uppförandet, som ledande)
• Varumärkets-reflekterande konsumentaspekt
• Varumärkets fysiska aspekt  (dess materiella särskiljande karaktärer)

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

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