Brand Identity Prism[品牌识别棱镜]
(Kapferer)

知识中心

   

品牌身份识别分析。 Jean-Noël Kapferer的Brand Identity Prism[品牌识别棱镜]解析。 (‘92)

目录

  1. 摘要
  2. 论坛
  3. 最佳实践
  4. Expert Tips
  5. 相关资料
  6. 打印

Brand Identity Prism[品牌识别棱镜] Kapferer

把品牌比作人的明显优势在于,对消费者来说(尤其是非专家型的普通消费者),品牌变得更加容易理解与沟通, 消费者能够轻易地感知品牌,就好像它们也有了人的属性。

 

什么是品牌识别棱镜(Brand Identity Prism)? 释义

根据Jean-Noël Kapferer的观点,品牌个性只是品牌身份的一个关键棱面。

Jennifer Aaker为品牌赋予人性特点的比喻方法,无疑值得称赞。但是,她同时犯了概念混淆的错误,她把品牌识别的不同棱面混合在了一起,全部融进了品牌个性中。 Kapferer建议,恢复品牌识别作为描述品牌的宽泛术语。


品牌识别棱镜的起源。 历史

了解一些品牌历史,对理解Kapferer的棱镜模型是有帮助的。

1958年,Martineau开始使用“品牌个性”这一词汇来描述造成商家与众不同的非物质方面的因素—— 特征。


20世纪60、70年代,人们对于将产品和品牌等同起来的做法越来越感到不满, 一个典型例子是Rosser Reeves 的 USP,即独特销售主张(Unique Selling Proposition)。


1982年, Séguela(一家知名广告公司的副总裁)建议,从三个层面来规范描述所有的品牌:

  1. 物质层面(Physical)。 产品用途及产品表现。
  2. 特征层面(Character)。 品牌个性。
  3. 类型层面(Style)。 广告和交流等实际运作层面需要考虑的因素。

20世纪80年代末期,Ted Bates引入了一个新的理念——独特销售个性(Unique Selling Personality)。 结果,在流行的复制战略(Copy Strategy)——在一张纸上概括出可供复制执行的广告文案——执行过程中,品牌个性(Brand Personlity 这一新的术语便开始充斥于广告业务人员的报告里。


在广告学研究领域,“个性”类似于心理学上的同名术语,品牌识别架构援引它作为品牌识别的一个尺度,也就是说,人所具有的个性特征在品牌身上也都可以找到。 除了品牌个性棱面以外,品牌识别架构的其他棱面还包括:

  • 品牌内在价值/文化棱面
  • 品牌关系棱面(行为风格)
  • 消费者品牌反射棱面
  • 品牌物质棱面(区别于其他品牌的物质属性)

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


品牌识别棱镜论坛
  Brand Identity Strategy
Branding is the discipline of setting apart, di...
     
 
  Using the Brand Image for Recruiting and Selecting People
Dear all, I need some tips and literature on how y...
     
 
  Developing an Advertising Campaign
It is important to make a creative brief, a Kapfer...
     
 
  How to apply the Kapferer Model in a Product and Service Dimension
How will the Kapferer model fit or how will it exp...
     
 
  Significance of Kapferer Model for Developing an Advertising Campaign
What is the significance / importance of Kapferer'...
     
 

品牌识别棱镜 小组


小组

品牌识别棱镜 培训|活动


搜索培训、会议及活动项目


最佳实践 - 品牌识别棱镜 高级帐户
  Top-10 Naming Blunders For a Company, Product or Brand
Here's a list of errors you should avoid when choo...
     
 

Expert Tips (ENG) - Brand Identity Prism 高级帐户
 

Pitfalls of International / Global Brands

Consistent with current trends in  
 
 

How to Build a Brand in China

Based on data about Chinese consumers expectation...
Usage (application)Brand Development, China, Best Practices
 
 
 

What are Attributes of Strong Brands?

In the article The Brand Report Card (Har...
Usage (application)Brand Management, Brand Valuation
 
 
 

Characteristics of a Good Brand Identity Prism

A well-built Brand Identity Prism typically has th...
Usage (application)Demands for Brand Identity Prism
 
 
 

How to Divest 2nd Tier CPG Brands?

On top of the value of each individual brand comes...
Usage (application)Brand Portfolio Management, Freeing up Resources for Main Brands, Brand Valuation
 
 
 

Generic Traits of a Good Brand

A good brand displays nine traits:
1. ...
Usage (application)Brand Management, Checklist
 
 
 

Nationalism and Patriotism in Corporate Brand Communication Strategies

Past research in market communication revealed tha...
Usage (application)Corporate Branding, Corporate Reputation, Corporate Nationality, Corporate Patriotism, Corporate Nationalism
 
 
 

Why are Brands Often So Similar? Understanding Brand Similarity/Parity

Despite of the efforts of companies to differentia...
Usage (application)Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation
 
 
 

The Need for Brand Authenticity

In an article called "Embrace the Dark Side" in th...
Usage (application)Branding
 
 
 

Generic Implementation Steps of a Global Brand

Firms that want to build global brands should t...
Usage (application)Global Brand Development, Best Practices
 
 
 

The 22 Laws of Branding (Trout & Ries)

1. The Law of Expansion: The power of a brand is i...
Usage (application)Branding, Brand Recognition
 
 
 

Status Brands: The influence of Power-distance Beliefs

Status brands are brands that can inherently raise...
Usage (application)Branding, Brand Management, Power Distance, Brand Recognition
 
 
 

Brand Relationship Quality

A lot of research has been done to consumers bran...
Usage (application)Branding, Brand Management, Brand Differentiation, Brand Relationship
 
 
 

Focus Points in City Branding

Although most people are used to products and serv...
Usage (application)City Branding, Regional Branding, Geographical Branding
 
 
 

Three Dimensions in How Global Brands are Evaluated by Consumers

Holt et al. (2004) researched how people evaluate ...
Usage (application)Global Branding, Corporate Reputation, CSR, Globalization
 
 

相关资料 - 品牌识别棱镜 高级帐户
 

新闻关于品牌识别


     
 

新闻关于品牌


     
 

视频关于品牌识别


     
 

视频关于品牌


     
 

简报关于品牌识别


     
 

简报关于品牌


     
 

更多关于品牌识别


     
 

更多关于品牌


     

比较:   Brand Personality Dimensions[品牌个性维度]  |  Brand Asset Valuator[品牌资产标量]  |  Reputation Quotient[声誉商数]


返回到分类主页: 决策与评估  |  知识与无形资产  | 营销


更多管理方法、模型和理论

Special Interest Group Leader

你在这里


关于12manage | 广告服务 | 链接我们 | 隐私 | 服务条款
版权所有 2017 12manage经理人进阶捷径。V14.1 - 最后更新:24-11-2017。各管理方法名称(tm)为其原创者所拥有。