marketing pricing 2

ft Jean-Noël Kapferer. 7. KAPFERER'S BRAND IDENTITY PRISM Aspects of Brand Identity Prism 1. Physique is the set of the brand's physical features, which are evoked in people's minds when the brand name is mentioned.

In his so-called Brand Identity Prism, Jean-Noël Kapferer identifies six aspects of brand identity: (1) physique, (2) personality, (3) culture, (4) relationship, (5) reflection and (6) self-image. These six aspects are divided over two dimensions: a

Branding is a concept that extends far beyond the marketing of “brand name” designer jeans and other products. A company's brand represents their market identity—who they are, what they do, what kind of quality they provide, their reputation for trustworthiness, and more

The brand identity prism applies human traits to a brand to recognize what consumers actually think of the brand. It is a prism with 6 different traits at each end o

Jean-Noël Kapferer. 7. KAPFERER'S BRAND IDENTITY PRISM Aspects of Brand Identity Prism 1. Physique is the set of the brand's physical features, which are evoked in people's minds when the brand name is mentioned.






er product, pricing plays a key role in the marketing mix . The reason for this importance is that where the rest of the elements of the marketing mix are cost generators, price is a source of income and profits. Through pricing, the organization manages to support the cost of production, the cost of distribution, and the cost of promotion.

Simplistically, price is the value measured in money term in the part of the transaction between two parties where the buyer has to give something up (the price) to gain something offered by the other party or the seller. Pricing is a complicated element, which needs to reflect supply and

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demand, the actual value of the object, and the perceived value of it in the mind of the consumer. A price that does not reflect these factors and is either too high or too low will lead to unsuccessful sales. This is why an organization’s pricing will change according to circumstances and time.






Pricing is one of the most important elements of the marketing mix, as it is the only mix, which generates a turnover for the organisation. The remaining 3p's are


Simplistically, price is the value measured in money term in the part of the transaction between two parties where the buyer has to give something up (the price) to gain something offered by the other party or the seller. Pricing is a complicated element, which needs to reflect supply and demand, the actual value of the object, and the perceived value of it in the mind of the consumer. A price that does not reflect these factors and is either too high or too low will lead to unsuccessful sales. This is why an organization’s pricing will change according to circumstances and time.












Simplistically, price is the value measured in money term in the part of the transaction between two parties where the buyer has to give something up (the price) to gain something offered by the other party or the seller. Pricing is a complicated element, which needs to reflect supply and demand, the actual value of the object, and the perceived value of it in the mind of the consumer. A price that does not reflect these factors and is either too high or too low will lead to unsuccessful sales. This is why an organization’s pricing will change according to circumstances and time.

The conception of brand identity was mentioned for the first time in Europe by Kapferer, 1986. The importance of the conception and itsTo well analyse the dimensions of Brand identity for both companies, we worked on a Kapferer's Brand-Identity Prism model in order to develop

Pricing is the process whereby a business sets the price at which it will sell its products and services, and may be part of the business's marketing plan. In setting. The brand identity prism applies human traits to

a brand to recognize what consumers actually think of the brand. It is a prism with 6 different traits at each end o





Branding is a concept that extends far beyond the marketing of “brand name” designer jeans and other products. A company's brand represents their market identity—who they are, what they do, what kind of quality they provide, their reputation for trustworthiness, and more. Definition: The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products . An effective brand

If you answered any of the above, then you're looking at branding the wrong way. The items I mentioned are all marketing tools and strategies, and they onl





Learn the brand marketing trends for 2013 that can open significant opportunities or create big challenges. Is your brand ready?

marketing pricing 2

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