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Submitted to Asst. Prof. Aditya UpadhayayBy: Sushant Abraham
BRAND MANAGEMENT
TOPIC: CREATE A HYPOTHETICAL FASHION BRAND, EXPLAIN ITS
IDENTITY THROUGH THE BRAND IDENTITY PRISM
AND DO A COMPARATIVE STUDY OF THE BRAND WITH OTHER 2 WELL-
KNOWN BRANDS IN THE SAMECATEGORY.
BRAND IDENTITY PRISM – AN INTRODUCTION
• Coined by Prof. Jean Noel Kapferer in year 1986 in lieu of brand identity.
• A prism model was designed to make the concept of brand identity vivid.
• The two sides of the prism shows the identity of the brand exposed to the external world and the other side being the internal stimulates the thought of the brand itself.
Physique Personality
RelationshipCulture
Reflection Self-Image
Exte
rnal
izati
on
Internalization
Picture of the sender
Picture of the Receiver
THE BRAND
Target Group: Anyone who wants a sip of Elixir
USP: • Price• Size• Variants And Convenience.
Metal Mantra Inc. PresentsBrain Stew – ‘The Fountain Of Youth’
BRAIN STEW
COMPETITORS• Monster• Red Bull
MONSTER’S BRAND PRISM
PhysiqueAggressive, Iconic Claw Logo, FerociousRelationshipInvolved in Gaming,Music Events
ReflectionCrazy, Dangerous,Extreme
PersonalityExtreme, Sportive,Rebellious
CultureWestern Values,Be Yourself
Self ImageNever Give UpIndependent
Picture of the sender
Picture of the Receiver
Exte
rnal
izat
ion Internalization
RED BULL’S BRAND PRISMPhysique
Eye catching color,Logo that denotes
Energy
RelationshipTrust :
Will give you wings
ReflectionDynamic and
Young
PersonalityFun Energetic,
Creative
CultureSport, Beyond
the limit,
Self ImageDaring, social -
ableaudacious
Exte
rnal
izat
ion Internalization
Physique Red denotes no
tolerance,White is peace and black is for
protest
RelationshipYoung is being wild, Stand for what you fight for –don’t fly
ReflectionPredators,
independent
PersonalityAnarchist,
CultureYoungistanism
Self ImageDaring and Vagabond
InternalizationExte
rnal
izatio
n
BRAIN STEW – ‘THE FOUNTAIN OF YOUTH
BRAIN STEW
THANK YOU