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