physiquekapferer brand identity model
TRANSCRIPT
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Prepared by Subalekshmi M S
2nd sem MBA
MACFAST
Kepferer’s Brand-Identity
Prism Model
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Map the brand idea of the following
using Kepferer’s model of branding
identity :
a) Pepsodent
b) Maruti 800
c) ICICI Bank
d) Bharat Forge Ltd
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Prism Model
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PEPSODENT
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Physique
Oral care
Germ fighter
Packed in white
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Personality
Modern
Conservative
Advertisements:
Appearance of Shahrukh khan
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Relationships
Children – Oral hygiene / care
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Culture
Patriotic package
Modern
Radio program - The Pepsodent Show Starring
Bob Hope
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Reflection
Target group
Consumer group
Customer's view
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Self-image
Special oral care
Health conscious
Standard
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Model
physique personality
Germ fighter in white Modern &Conservative
Relationship Culture
Children – Oral hygiene American and modern
Reflection Self-image
Oral care and hygiene Standard and health
Picture of recipient conscious
Picture of sender
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PHYSICAL
Family vehicle
City car
Popular and middle class car
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PERSONAL
Indian version of Cooper Car
Simple and standard design
Variant color schemes
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SELF-IMAGE
Relates more to efficiency than price and standard
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Model
physique personality
Family vehicle Simple design
Relationship CultureMan and standard Indian origin
Reflection Self-imageSimple and easy handling Efficiency
Picture of recipient
Picture of sender
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ICICI BANK
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PHYSIQUE
Second largest bank in India
Financial services
Banking products
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PERSONALITY
Standard logo
Growing bank
Initiative plans
Brand ambassador : Shahrukh khan
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CULTURE
Indian Private Sector Bank
Wide network all over world
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RELATIONSHIP
Money and security/ trust
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REFLECTION
Trust and assurance
Better financial services
Better facilities for customer
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SELF-IMAGE
Relates to trust more than money
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Model
physique personality
Financial services & Banking products Growing bank
Relationship Culture
Money and security/ trust Indian Private Sector Bank
Reflection Self-image
Better customer care Relate to trust more than money
Picture of recipient
Picture of sender
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PHYSIQUE
Metallurgical knowledge
Design & engineering capability
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PERSONALITY
'Expanding into new horizons'
Strong global leadership
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CULTURE
Indian origin
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RELATIONSHIP
Business - Business
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REFLECTION
High durability and stability
Low centre of gravity
High resistance
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SELF-IMAGE
High material standard and specification
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Model
physique personality
Great design Strong global
leadership
Relationship Culture
Business – Business Indian origin
Reflection Self-image
High durability and stability Better standard and specification
Picture of recipient
Picture of sender