Brand and Branding: Jean - Noel Kapferer
Brand and Branding: Jean - Noel Kapferer
Brand and Branding: Jean - Noel Kapferer
Product
Brand identity prism
Brand Culture - Authors
The Firm Popular
Culture Douglas B.Holt
Brand Stories
Brand Culture
Brand Shared,Stories, Brand
Stories images & Stories
associations
Brand Stories
Influencers Customers
Brand value
• Brand culture (accepted truth about product) can
greatly enhance brand value
• Difference between what a consumer will pay for
branded product and a physically identical product
without brand
• Reputational value perceived product quality
• Relationship value trusted as a long term partner
• Experiential value Shape experience of product
• Symbolic value which expresses values &
identities
BRAND ARCHITECTURE
• Handling of a large product portfolio
• Brand-product relationship
• Six models in the brand-product relationship
– The product brand;
– The line brand;
– The range brand;
– The umbrella brand;
– The source brand and;
– The endorsing brand
The Product Brand Strategy
• It involves the assignment of a particular
name to one, and only one, product as well as
one exclusive positioning.
• The result of this strategy is that each new
product receives its own brand name that
belongs only to it
• For example, Procter & Gamble-detergent
market by brands ariel, vizir,dash and soap
market by camay ,zest etc.
The Line Brand Strategy
• This strategy involves the exploitation of
successful concept by extending it but by staying
very close to the product
• For example, L’Oreal hair line products
Does it offer
me something
Do I
know
about it Weak relationship/Low share
of category expenditure
Ñóë õàðèëöàà õîëáîî íü / áàãà
õóâü õýìæýýíèé çàðäàë/
Brand Equity - Resonance Model
Stages of brand Branding objective at
development each stage
Brand
Brand building
Res
ona blocks
nce
Judg
Feeli
men
ngs
ts
Perfor
mance Imagery
Salience
Adapting to Market
Brand Kernel
áðýíäèéí óòãà
ó÷èð
Brand style
áðýíäèéí õýâ ìàÿã
Brand
themes
áðýíäèéí
ñýäýâ
• Meaning evolve over a period of time, It is
relational, Categories also get redefined
-Brand Management.
• Aligning of People, Structure, Processes.
• Engagement and Complexity should not
disable our thinking/knowledge.
Thank You