FASHION BRAND MANAGEMENT

BRAND IDENTITY PRISM

MYNTRA
Submitted to:
Ms. Gulnaz Banu
Associate Professor

By
Sagrika Padha
MFM/14/28

Master of Fashion Management

Department of Fashion Management Studies
NATIONAL INSTITUTE OF FASHION TECHNOLOGY
BANGALORE
(2014-2015)
1

CONTENTS

Brand Identity Prism..page 3

Company profile: Myntra ....page 4
Myntras brand identity prism .....page 5
Aspects of Brand Identity Prism .....page 6
Conclusion ..page 8
References ..page 8

KAPFERERS BRAND IDENTITY PRISM

Brand Identity was mentioned for the first time in Europe by Kapferer in1986. It is the
outward expression of the brand including its name, trademark, communications and visual
appearance. The brands identity is its fundamental means of consumer recognition and
symbolizes the brands differentiation from competitors.
Aspects of Brand Identity Prism
1. Physique is the set of the brands physical features, which are evoked in peoples minds
when the brand name is mentioned. Kapferer states that this aspect has to be considered
the basis of the brand.
2. Personality is the brands character. This can be realized by using a specific style of
writing, using specific design features or using specific colour schemes. Also a person can
be used to vitalize a brand.
3. Culture is the system of values and basic principles on which a brand has to base its
behaviour (products and communication). Many associations in this area are linked to the
country of origin; Coca-Cola appeals to American values, Mercedes-Benz to German ones
and Citron to French ones.
4. A brand can symbolize a certain relationship between people. Relationship aspect requires
a brand manager to express the relationship his/her brand stands for. For example, Lexus
differentiates itself from BMW by giving its customers the red carpet treatment.
5. Reflection (of the consumer) makes reference to the stereotypical user of the brand and is
the source for identification. When thinking in terms of reflection, in the case of CocaCola you could describe the consumer base as15 to18 year olds (with values such as fun,
sporty and friendship), while the actual target group of this brand is far broader.

6. Self-image is kind of a mirror the target group holds up to itself. A Porsche driver who
thinks others will think he is rich because he can afford such a flash car. Research has
shown that Lacoste users see themselves as members of a sporty club, even if they do not
actively play any sports.

MYNTRA
COMPANY PROFILE
History
Myntra, Indias largest app-only fashion store, is a one stop shop for all your fashion and
lifestyle needs. Being India's largest e-commerce store for fashion and lifestyle products,
Myntra aims at providing a hassle free and enjoyable shopping experience to shoppers across
the country with the widest range of brands and products on its portal. The brand is making a
conscious effort to bring the power of fashion to shoppers with an array of the latest and
trendiest products available in the country.
Myntra was established by Mukesh Bansal, Ashutosh Lawania, and Vineet Saxena in
February 2007. All three are IIT alumni, and have worked for several start-ups.
The company, headquartered in Bangalore, started off in the business of personalization of
products, and soon expanded to set up regional offices in New Delhi, Mumbai and Chennai.
From 2007 to December 2010, Myntra.com was in the business of online demand
personalization. The products ranged from T-shirts, mugs, greeting cards, calendars, key
chains, diaries, wine glasses, coasters and many such products with photographs, one-liners
and slogans. In 2010, the company shifted its strategy to becoming a B2C (business to
customer) oriented firm, expanding its catalogue to fashion and lifestyle products.
Value Proposition
Myntra's value proposition revolves around giving consumers the power and ease of
purchasing fashion and lifestyle products online. Offerings such as the largest in-season
product catalogue, 100% authentic products, cash on delivery; EMI facility and 30 day return
policy make Myntra, the preferred shopping destination in the country. To make online
shopping easier for you, a dedicated customer connect team is on standby to answer your
queries 24x7.
Business Model
Myntra.com is an aggregator of many brands. Its business model is based on three different
retail formats. One is procuring current season merchandise from various brands and making
them available on the portal at the same time as in respective retail brand outlets. All these
products are offered to customers on MRP.
Apart from this Myntra also has many in house brands and also provides a platform for
vendors to sell their merchandise. This is the Myntra Market Place.
Myntra, sells about 200,000 products of 1000 Indian and foreign brands. They are currently
increasing their homegrown brands on the channel. It owns Roadster, Dressberry, Anouk
(ethnic range for women), Mast & Harbour, Kook N Keech, Yellow Kite (for kids), Invictus,
and HRX (a brand it jointly launched with Hrithik Roshan). Analysts say the focus on
building brands is an untapped opportunity in e-commerce in India.

MYNTRA BRAND IDENDITY PRISM

Reflection
Young
Fashion forward /
Fast fashion
Lifestyle
Discounts
Personalised

PICTURE OF SENDER

INTERNALISM

Relationship

PICTURE OF RECIPIENT

Culture

Relationship
Friendly
Dependant
Versatility
Quality
assurance

EXTERNALISM

Physique
Contemporary design
Vibrant colours.
Myntra M
Up beat
Magenta

Personality
Passionate
Confident
Witty
Engaging
Fun

Culture
Indian
Youth
Self made
Digital lives

Self Image
Trend Setters
Fashion Conscious
Stylish

MYNTRA BRAND PRISM ASPECTS

Personality: Myntra started as a online gift portal but now is the largest fashion and lifestyle
retailer online. Myntra is now home to more than 500 brands and is adding new brands to its
line each year. This success is only possible because the brand is very passionate about what
they do and are always trying to do more. Do more with less is also one of the ten core values
of Myntra.
The website is very engaging and witty. Myntra has its own blog, fashion consultants who
offer style advice, suggest wardrobe must haves and informs about what is new in fashion. All
the content on the web app is written in a casual fun style with the use of a lot of puns and
humour.
Myntra is a very confident brand. They know what they want and how to go about it. When
myntra switched to app only a lot of people questioned the move and some even criticized it.
However Myntra was very confident about it and has reassured its customers that it will only
help them serve them better.
Physique: The Myntra logo and branding is done in vibrant colours like purple, magenta,
yellow. It has a very pop and upbeat style. The web app design is also modern with white
backgrounds and a lot of fashion elements and colour in the foreground. The design gives a
very fresh feel. The color magenta is a color of cheerfulness, happiness, contentment and
appreciation for what you have acquired and achieved. Most people feel more optimistic
when in the company of magenta. Overall Myntra has modern day contemporary brandings
and design.

Culture: Myntra was a startup by three friends from IIT. It is one of the most successful
Indian brands started by a group of young people. The brand has come a long way since it was
made. Being an online retailer. Myntra follows the culture of digital lives, cell phones, and
mobile applications.
Relationship: Myntra offers excellent customer service, one day delivery, product exchanges,
pick up of products to be exchanged, a wide range of quality products and services, and
because of this it has developed a good relationship with its customers. Loyal customers
perceive Myntra has a friendly dependant brand. Myntra as a brand is very customer centric.
This approach helps develop a strong bond with the end term users.
For instance, all Myntra delivery boys are asked to wear a uniform with the brand on it and
smile when dealing with the customers.
Self Image: Myntra as a brand is about fashion and trends. Consumers are fashion conscious
people who are inspired by friends, family, celebrities and the media. They are attractive and
stylish. They like dressing up and looking their best.
Reflection: Myntra is perceived as a fast fashion brand with discounts and sales. This makes
products on the website available to consumers for lesser prices as compared to going to a
store. The youth segment finds this favorable as they do not have a lot of money to spend. It is
a fashion and lifestyle brand and is also endorsed by a lot of celebrities and designers.
Myntra offers personalized service because of the newly launched app. Customers have
profiles where they can favorite products they like, follow design blogs and look at what
everyone else is buying and wearing. Further this can also be used to offer style options and
how to wear suggestions.

Conclusion
Brand Identity Prism enables brand managers to assess the strengths and weaknesses of their
brand using the six aspects of this prism. It also helps to find the ways of creating the brand
loyalty and financial value

References:
http://www.marketing91.com/brand-identity-prism-pepsi/
http://www.gaebler.com/Understanding-the-Brand-Identity-Prism.htm
Myntra web app