MS 5750 - Brand Management

Assignment 1 - Brand Identity

Krishna Kumar Balaraman (MS13D013) Murali Krishnan Vaidyanathan (MS13S024)

Kapferers Brand Identity Prism Model

Six facets of Brand Identity Kapferer refers to 6 aspects of Brand Identity, viz., Physique - Product features, symbols and attributes Personality - Character and Attitude Culture - Set of Values Relationship - Beliefs and Association Reflection - Customers view of the brand Self Image - Internal mirror of customer as user of brand

divided over two dimensions a) Constructed Source v/s Constructed Receiver The entity seeking to propagate the identity is referred to as the source and personified as having a physique and a personality. The users of the brand are also personified as having a reflected image and a self image. b) Internalization v/s Externalization The brand is also seen to project or reflect a specific image of its end users through its external social relationships while the end users themselves have internalized an image of themselves that the usage of the brand accords them.

MS 5750 - Brand Management

Assignment 1 - Brand Identity
Krishna Kumar Balaraman (MS13D013) Murali Krishnan Vaidyanathan (MS13S024)

Aakers take Brand Identity According to Aaker, brand identity provides direction, meaning and purpose for the brand. Brand Identity: is a unique set of brand associations, a principal dimension of brand equity, that the brand strategist aspires to create or maintain. It represents what the brand stands for and a promise to the customers from the organisation should help establish a relationship between the brand and the customer by generating a value proposition involving functional, emotional and self-expressive benefits. structure involves a core identity mostly constant, central timeless essence of the brand- and a extended identity which have elements in cohesive meaningful groupings providing texture and completeness. As per Aaker, the scope of a brand identity should be broad rather than narrow, the thrust should be strategic rather that tactical, and there should be external and internal focus on brand creation. The brand image should be one of the inputs of brand identity and not become the brand identity. The four traps brand identity can experience are Brand image Trap (how the brand is perceived by customers), Brand Position Trap (identity and value propositions to be communicated to the customers), External perspective Trap (understanding the what the companys basic values and purpose from its brand identity), and the Product -Attribute fixation trap ( based on assumption that customers are focused only on product attributes and thus ignoring brand management). The four Brand Identity perspectives and the corresponding attributes are: Brand as a Product: Product Scope, Product Attributes, Quality/ Value, Uses, Users, Country of Origin Brand as Organisation: Organisation attributes, Local vs Global Brand as Person: Personality, Brand-Customer Relationships Brand as Symbol: Visual Imagery and metaphors, Brand Heritage The value proposition for the customer Functional, Emotional, Self-Expressive benefits- in combination with the core and extended identities comprise the brand identity structure.

MS 5750 - Brand Management

Assignment 1 - Brand Identity
Krishna Kumar Balaraman (MS13D013) Murali Krishnan Vaidyanathan (MS13S024)

Reference: Building Strong Brands David A Aaker , 1995

Royal Enfields Prism Model - Kapferer

The flagship model from the Royal Enfield stable is the Bullet. The Bullet is model that dates from the world war era and specifically used in a rugged manner in difficult conditions. The other products from the stable are Thunderbird and cafeacer bikes. The bikes are built to order and are not available for immediate possession on order. Physique - Product features, symbols and attributes It is a heavy, muscular and not-so-easy machine to handle. Personality - Character and Attitude Rugged, Machismo, Exclusive and Elite Culture - Set of Values Free spirit, traveler, sense of adventure, Reliable performance Relationship - Beliefs and Association Belief in brotherhood of the users that is fostered by engaging the user in a group with exclusive and long road trips to exotic locations. Reflection - Customers view of the brand Stately, composed, self-assured, brave and courageous Self Image - Internal mirror of customer as user of brand Pursuer of dreams, Independent or self dependent, not unduly influenced, Ones own man.

MS 5750 - Brand Management

Assignment 1 - Brand Identity
Krishna Kumar Balaraman (MS13D013) Murali Krishnan Vaidyanathan (MS13S024)

Royal Enfield Motor Bike Aaker model analysis The Royal Enfield Motor Bike range has been a strong brand in the Indian Motorcycle market over many decades. The core identity of the brand as a sturdy, rugged, and reliable has been reinforced in its advertising using macho image celebrity like actor Dharmender over the years. Its brand identity standing for reliability, ruggedness, and macho-ness has been enhanced over the years by the use of the brand by police, Army and for heavy duty usage. The Extended identity has been enhanced by giving different form factors and engine capacities like Thunderbird, Bullet, Classic and Continental. The user and rider communities further enhance the extended brand identity of Royal Enfield. The Value Proposition offer a stable and reliable functional value, a deep emotional connect with user and rider groups, and a major self-expressive benefit for riders who love power, speed and want to have an independent and macho image. The brand promotion and associations reinforce these value propositions. Brand as a Product: Product Scope Association with macho-ness, ruggedness, reliability Product Attributes Powerful and functional; a strong emotional connect and satisfaction Quality/ Value Great value for money in terms of quality and value Uses - For reliable and long rides; For comfortable rides in bad road conditions Users A strong association with power seeking individuals who derive association based enjoyment Country of Origin- A strong brand from India with a local production and a global heritage Brand as Organisation: Organisaton attributes The organisation is focussed on new and innovative product releases and reflects a character of ruggedness having survived for some many decades Local vs Global : Local company with global heritage Brand as Person: Personality Perceived as tough, manly and powerful Brand-Customer Relationships A deep connect with rider groups, company run service centers, Associated accessories and apparels; Have factory visits for users. Brand as Symbol: Visual Imagery and metaphors : Use rough and tough models, and a rock star image for users Brand Heritage : An early player in the motor cycle industry with over 100 years of operations