Brand Identity Prism
Brand Identity Prism
Brand Identity Prism
SUBMITTED TO:
MR. ANNAJI SARMA
SUBMITTED BY:
AKRITI SINGHAL
MFM-3RD SEM
ROLL NO: 2
CONTENTS
S.NO
PARTICULARS
BRAND IDENTITY
SOCH
INTRODUCTION
CONCEPT
BRAND IDENTITY PRISM
FABINDIA
ABOUT THE COMPANY
VISION & MISSION
VALUES AND GUIDING PRINCIPLES
MARKETING OUTLOOK
4 PS
BRAND IDENTITY PRISM
COMPARISON
ANALYSIS
10
CONCLUSION
11
REFENCES
BRAND IDENTITY
A company's brand identity is how that business wants to be perceived by consumers. The
components of the brand (name, logo, tone, tagline, and typeface) are created by the business to
reflect the value the company is trying to bring to the market and to appeal to its customers.
Physique
Personality
Culture
Relationship
Reflection
Self-image
Kapferer mentioned that these features would only come in effect when a brand will
communicate with consumers. According to the professor, a brand will be considered strong if it
is capable of incorporating all features into an effective effort to avail a concise, transparent and
appealing brand identity. In this article, we will cast light into those six aspects introduced by
Kapferer.
1. Physique
The basic of your brands identity will be determined by its Physique. The physical
characteristics and the primary objective of your product or service create some specific images,
ideas and emotions among the consumers.
For example, the physique of products made by Apple is a slim and aesthetic design that gives
the brand a unique identification. For another instance, the American express is assembled with a
physique of high class and excellent standards.
To understand the physique of your brand, look at them and try to understand what do the
products or service under your brand look like? What kind of perception and emotions do they
promote for your brand? And, are those portraits and emotions meet the standard that you want
for your brand?
These are all about the physique of your product or service within your brand. These are such
kinds of features that can mount up your brand value within a very short span of time.
2. Personality
Here the term personality stands for the character of the brand. By making contacts with
consumers in some specific ways, organizations try to make consumers realize that they have
actually constituted an individual with a certain character that always speak to them.
However, organizations become enable to do so only when they incorporate a specific style of
writing, using specific color and design. For example, if a brand endorsing an ambassador for
any product or service, the character of the ambassador must be depicted as familiar with the
product or service, so that the endorsement can convey a significant meaning.
3. Culture
The culture of the brand establishes link between brand organizations. Many companies are
clearly depicting the country of their origin. For instance, the soft drink giant Coca-Cola always
highlights the value of America; the country of its origin. The luxury carmaker Mercedes-Benz
always appeals to German value and the Citroen highlights the French value.
It has been seen that, several brands are benefited by the fact they are considering as originated
in consumer home nation. Professor Kapferer has given an example by saying that, American
brand Mars, the candy bar manufacturer, makes Dutch people feel that the company is from
their home land.
4. Relationship
Here the term Relationship signifies the relationship between the customers and the brand. A
brand can symbolize some specific relationship between two people, such as mother and child,
bond of two friends, teacher and student, etc. To highlight the aspect, a brand manager is highly
required for an organization who can present the idea of depicting a relationship in a wellprocessed manner.
For example, the luxury carmaker Lexus clearly sets its class apart from MBW by providing its
customers a red carpet treatment. The true aspect of relationship is more significant for the
service brand than the product brand.
5. Reflection
This aspect signifies the reference direct to the stereotypical consumer of the brand. If you think
of the term of Reflection, you can take the example of Coca-Cola that basically targets the
consumer aged between 15 to 18 and they promotes the values such as sporty, fun and
friendship, when their actual target is much broader. In his book, professor Kapferer stated that
there is no requirement to hire a brand manager to make a significant reflection of the actual
group in their advertisement campaign, but rather they should present a group that can appeal to
the entire member to the target group.
6. Self-image
The term Self-image stands for a mirror held by the targeted group itself. For example, a driver
who used to drive a Porsche can easily indulge in a thought that he is a rich man, as he can afford
such a high-class expensive car. When a company develops its brand identity, the brand manager
should take such facts into account. We can take another example of Lacoste, as researchers have
found that consumers of the brand always love to consider themselves as members of a sports
club.
LOGO
Be appealingly beautiful
LOGO ANALYSIS
COLOR SIGNIFICATIONS
GREEN: Growth And Vitality, Reliability, Down To Earth, Kind And Loyal
Red: Passion, Love, Desire, and Strength
Black: Power, Sexuality, Sophistication, Elegance
Black line at the top signifies the kind of stability that the business will have in the form
of quality, services that will be provided to the customer
The exclamation mark implies playfulness .The thought process involved in generating
the designs and making it unique and best for its customers in all possible ways.
The font type is broad and bold i.e. itll grab the attention from far.
TAGLINE
Be Appealingly Beautiful
The tagline comprises of :
Be+ Appealingly+ Beautiful
Where, Appealing means attractive or interesting and,
Beautiful means pleasant and kind
The tagline signifies that women should look attractive by being properly dressed in the
attire that perfectly suits her body shape and size
Hence, we provide the best silhouettes in the Indian Dresses accordingly making them
look elegant and attractive at the same time.
THE 4 PS
PRODUCT
Lehengas
Sarees
Kurtis (Stitched & Unstitched)
Readymade Blouses
PRICE
Lehengas (1,999/- to 25,000/-)
Sarees (699/- to 15,000/-)
Kurtis (499/- to 10,000/-)
Readymade blouses (299/- to 5,000/-)
PLACE
First outlet will be opened in Abu Lane
area of Meerut City (Uttar Pradesh)
PROMOTION
Newspaper Advertisements
Hoardings
Social media( Facebook, Instagram
page)
Online website
Messages and mail sent to customers.
SEGEMENTING
Set up in Northern India
Target Female who are mainly office
going or married or both
To bring confidence in every women
that they can look attractive in any
body form
Style based
POSITIONING
Ethnic brand for the fashion conscious, contemporary, independent women
Mid to premium range strategy
Innovation being the prime strategy
TARGETING
Contemporary
Indian
Women
between 21-50 years, hailing from
middle to upper class
FUTURE SENARIOS
In terms of expansion of business currently two aspects are there that will be taken consideration
of. These are:
Expanding the business will include expansion in terms of technology. Some natural
processes like use of natural colors, hand embroideries, different weaving practices will
be incorporated. Some artisans will be hired who will work for the company. This will be
in coordination with the name of the brand that is Prakriti (When PR and Akriti are
combined together).
Initially one Mortar store will be opened and then after some time the success of the store
online retailing will be started.
COMPETITORS
Jashn
Biba
Neerus
Kalanjali
Fab India
Chhabras 555
Soch
A. SOCH
INTRODUCTION
Soch is a brand of contemporary Indian women. They
offer Sarees, Kurtas, Kurtis, Unstitched Suits and
Ready Made Blouses. Their garments and fabrics are
handpicked from Mumbai, Delhi, Calcutta, Banaras,
Jaipur, Mysore and Kancheepuram. They blend
traditional fabrics of country such as Cotton, Silk,
Khadi etc with modern designs and create fashion
clothing for todays women. They have 53 exclusive
retail showrooms in Tier1 and Tier 2 cities in country.
Fashioned and made up from a vast array of simply magnificent and exquisite handpicked long
lasting fabrics and material including chiffons, cottons, silks, crepes, brocades, voiles or blends
sourced from different locations from all around the country covering Delhi, Mumbai, Mysore,
Calcutta, Jaipur, Kancheepuram, Banaras, and more, the brand proffers an exclusive and
CONCEPT
The concept is derived from the Brand name itselfTodays modern woman + soch = Todays Soch for Todays Woman!
PERSONALITY TRAITS OF TODAYS WOMEN
Independent
Has her own opinions
Takes care of her personality
Wants to look beautiful
Has aims and aspirations
Part of decision making
B. FABINDIA
ABOUT THE COMPANY
Fabindia is India's largest private platform for products that are made from traditional
techniques, skills and hand-based processes. Fabindia links over 55,000 craft based rural
producers to modern urban markets, thereby creating a base for skilled, sustainable rural
employment, and preserving India's traditional handicrafts in the process. Fabindia's products are
natural, craft based, contemporary, and affordable.
THE VISION
At Fabindia we celebrate India, and Endeavour to bring all that we love about India to
customers around the world.
THE MISSION
We will harness the transformative power of a well-run business committed to profitable growth
in support of Fabindias Vision. We will strengthen and support our community of customers,
designers, artisans, farmers, makers and entrepreneurs inspired by India.
We will give our customers products that delight them by interpreting our rich heritage and
traditional knowledge, while protecting the natural environment.
The Company
FabIndia
Business
Description
Fabindia is India's largest private platform for products that are made from
traditional techniques, skills and hand-based processes
Business
Segments
Revenues
350 Cr 500 cr(as its privately held hence exact numbers were not available)
Staffing
Marketing
Focus
Retail
Strategy
Focus
Competitors
4 PS
COMPARISON
ASPECTS
PR. AKRITI
SOCH
FABINDIA
PHYSIQUE
PERSONALITY
-Elegant
-Sophisticated
-Down To Earth
-Reliable
-Passionate
-Traditional
techniques
-skilled and hand
based processes
-praise her
-Emotional
achievements and
-Healthy
Accomplishments at
home, work, and the
leisure.
CULTURE
-Fashion,
-Sophistication
-Innovative
-Simplicity
-Magnificent
Exquisite
REFLECTION
-Fashion-conscious
Women
-Traditional
-Independent
-Fashion Conscious
Independent
SELF-IMAGE
-Premium prices
-Environmental
friendly
-Contemporary
affordable
&
ANALYSIS
Considering all the aspects and the details of the brands listed above, namely Akriti, Soch and
Fabindia. It is evident that that some of the details of the new brand PR. Akriti are in favor of
the identity that it will have in coming time as compared with the already existing brand. While
some of them has to looked upon and can be improved at certain level.
So in detail the different aspects of the Kapferers brand identity model are described below:
a) Physique: All the three brands are women based and follow fashion and uniqueness.
FabInida has an USP in terms if physique that it provides clothing which evolves skilled
techniques and hand based processes. Therefore, the physical characteristic of the product
are correctly defined in the case of brand PR. Akriti. The services and the products
exactly look like product of high fashion and quality and are for women. These feature
and attributes can mount up to the brand value within a short span of time.
b) Personality: The common attribute in all the aspects is passionate. Passion is something
that is required for every business to perish. PR. Akriti brand is down to earth in terms
of the prices it offers and reliable. Reliable here means that the consumer can rely upon
the quality, fit and the type of the products that the brand offers. In the terms of
personality Fabindia differs in the concept of traditional craft and knowledge.
These characteristics directly define the character of the brand.
c) Relationship: Here the term Relationship signifies the relationship between the
customers and the brand. The entire three brands constitute to emotional relationship
with their customers. PR. Akriti brand portrays emotional relation with their customer
as it work upon making their customer looks beautiful in whatever size or shape they are.
The entire three brands appreciate the achievements and accomplishment of women and
also consider their health to be their responsibility.
d) Culture: The culture of the brand establishes link between brand organizations. The
culture of all the three brands is extremely beautiful and delicate. But in FabIndia
customer retention and no discounts idea give another way to look towards the culture of
the brand. One can aim toward building more customer loyalty and to maintain the
standards and values of the ethics, the practice of saying no to discounts can be followed
up.
e) Reflection: This aspect signifies the reference direct to the stereotypical consumer of the
brand. Fashion conscious is the type of consumer that is reflected through the brand
image. Independent is another image that is reflected of the women being targeted by the
brands stated above. Affordable price is also to be considered when we think about these
brands as they target the medium class of the society. Environmentally friendly image is
something that is associated with Fabindia only.
f) Self-image: The term Self-image stands for a mirror held by the targeted group itself.
When a company develops its brand identity, the brand manager should take such facts
into account. She should embrace her body and should embrace everything about
herself is the self image of the brand PR. Akriti which depicts that they work for the
women to make her feel more beautiful and confident.
To make them feel beautiful from inside and outside both and they focus upon the
women of today who is independent and traditional.
CONCLUSION
Strong brands are capable of weaving all aspects into an effective order to create a concise,
clear and appealing brand identity.
-Jean-Noel Kapferer
Brand identity prism enables brand managers to assess the strengths and weakness of their
brands using the aspects of the prism. It also helps to find the way of creating the brand loyalty
and financial values.
Therefore, in this case what can be added to the identity of the brand is the environmental aspect
as we saw in the case of Fabindia. Some sort of traditional techniques and hand based processes
can be involved that give advantage to the brand in terms of an additional point on the USP of
the brand and also to the customer in terms if the healthy benefits that they get from the quality
of the fabric that they wear.
The brand should have a USP that differentiate it from other brands and make it stand out from
other brands. Such kind of quality like that of Fabindia will make the brand reflect information
about different crafts and techniques used in India and will makes the customers more aware of
the work put in for their fabric and helps them with their association with brand FabIndia.
The brand also should focus on customer retention to grab more loyal customers. The main point
to be considered is that the motivating factor for the customer is quality and consistency of
product and the service
REFERENCES
MSG Management Study Guide. (n.d.). Retrieved September 27, 2016, from
http://www.managementstudyguide.com/identity-vs-image.htm
Soch Brand Presentation. (n.d.). Retrieved September 25, 2016,
https://www.scribd.com/presentation/233158995/Soch-Brand-Presentation
FabIndia - SlideShare. (n.d.). Retrieved
http://www.slideshare.net/ParvathiOm/fabindia
September
27,
2016,
from
from