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

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摘要,论坛,最佳做法,专家提示和信息来源。


总结

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…


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小组 (19名成员)

论坛

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品牌识别论坛。


Top-10 Naming Blunders For a Company, Product or Brand
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1. Using your fam (...)
28
 
40条评论
How to Apply the Kapferer Model to a Brand
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14
 
1条评论
How to Use the Brand Image for Recruiting Employees?
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Developing an Advertising Campaign
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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条评论
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
 

开始一个新的论坛主题关于品牌识别

 

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专家提示

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关于Brand Identity(英语)的高级见解。在这里,您将找到专家的专业建议。


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 Brand Identity Prism

Demands for Brand Identity Prism
A well-built Brand Identity 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 (...)
信息来源

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有关品牌识别的各种信息来源。在这里,您将找到Powerpoint,视频,新闻等可用于您自己的讲座和讲习班。


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. Tich 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 (...)

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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]


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