Brand Identity Prism
(Kapferer)

Centro de Conhecimento

Um benefício óbvio de usar ser humano para um metaphor para um tipo é que se torna muito mais fácil, especial para non-experts, para compreender e discutir o que um tipo está para. Os consumidores percebem fàcilmente tipos como se teriam traços da personalidade.

Que é o Brand Identity Prism?

De acordo com Jean-Noël Kapferer, a personalidade do tipo deve ser apenas um facet chave da identidade do tipo.

Jennifer Aaker merece o crédito para revitalized o metaphor humano para um tipo, mas está causando a confusão conceptual fundindo um número de dimensões da identidade do tipo na personalidade do tipo. Kapferer recomenda revitalize à terminologia original da identidade do tipo como o descriptor total do tipo.

Origem do Brand Identity Prism. História

Para compreender o modelo de Kapferer é útil ler um pouco de história:

Já em 1958, Martineau usou a palavra do “personalidade tipo” consultar às dimensões non-material que fazem uma loja especial: seu caráter.

Nos 60's e no 70s havia um descontentamento crescente com igualar o produto e o tipo. Um exemplo típico do esse era o termo “Unique Selling Proposition” ou USP de Rosser Reeves.

Em 1982, Séguela, um VP de uma agência adverting, recomendado que todos os tipos estejam descritos ao longo de três facets:

1. Físico. Que o produto faz e como bom ele executa?
2. Caráter. Facet da personalidade do tipo.
3. Estilo. Elementos operacionais para adverting e uma comunicação.

No 80s atrasado, os Bates de Ted introduziram o termo “Unique Selling Personality”. Consequentemente, da “na estratégia famosa cópia” - a única folha essencial que sumaria a estratégia anunciando como relacionado à cópia - tornou-se difundido para ver um item novo a ser enchido por executivos de cliente: personalidade do tipo.

Analogously ao uso do termo “personalidade” no psychology, no lado da pesquisa, a personalidade sempre cotada do tipo dos frameworks da identidade do tipo como uma dimensão da identidade do tipo - a saber aqueles traços da personalidade humana que podem ser atribuídos ao tipo. Entre as outras dimensões seja:

• Marque valores internos (o facet cultural)
• Marque o facet do relacionamento (seu estilo do comportamento, da conduta)
• facet Tipo-refletido do consumidor
• Facet físico do tipo (seus traços distinguindo do material)

Livro: Jean-Noël Kapferer - The New Strategic Brand Management: Creating and Sustaining…

Fórum Fórum de discussões sobre Identidade de Marca. Top-10 Naming Blunders For a Company, Product or Brand Here's a list of errors you should avoid when choosing a name for your brand, product or company: 1. Using your family name. Unless your name is unique and memorable, it contains minimal promotional ... 28   40 comentários How to Apply the Kapferer Model to a Brand How to apply the Kapferer model in a practical sense… How will it explain a product (tangible) or a service (intangible)? Example?... 14   1 comentários How to Use the Brand Image for Recruiting Employees? Dear all, I need some tips and literature on how you can use the brand image in the selection / recruitment process. I appreciate your reactions.... 6   1 comentários Developing an Advertising Campaign It is important to make a creative brief, a Kapferer model and a funnel for the development of an advertising campaign.... 5   Significance of the Brand Identity for Advertising Campaigns What is the significance / importance of Kapferer's model in the development of an advertising campaign?... 5   1 comentários Functional and Emotional Benefits of Brands It's time to build brands beyond their functionality.Every brand which has succeeded over time has provided two important benefit categories: 1. FUNCTIONAL BRAND BENEFITS: Assurance of quality and qu... 3   Brand Identity Strategy Branding is the discipline of setting apart, distinguishing a company/product from the rest of the world, thereby establishing a brand with specific attributes just like a distinct personality. Key i... 3   Comece um novo tópico sobre Identidade de Marca Inscreva-se grátis

Cursos sobre Identidade de Marca. Curso para Iniciantes Curso Avançado Curso para Especialistas

Dicas de Especialistas Conhecimentos avançados sobre Brand Identity (Inglês). Aqui você encontrará conselhos profissionais de especialistas. Dicas de Consultoria Dicas de Ensino Dicas Práticas de Implementação Pitfalls of International / Global Brands Brand Portfolio Management, Brand Valuation Consistent with current trends in globalization, international firms have concentrated their efforts on the development ... How to Build a Brand in China Brand Development, China, Best Practices Based on data about Chinese consumers’ expectations, Paul F. Nunes, Susan A. Piotroski, Lay Lim Teo and R. Michael Mathe... What are Attributes of Strong Brands? Brand Management, Brand Valuation In the article “The Brand Report Card” (Harvard Business Review, January 2000), Kevin Lane Keller argues that the world’... Characteristics of a Good Brand Identity Prism Demands for Brand Identity Prism A well-built Brand Identity Prism typically has the following formal characteristics: 1. There are few words to each f... How to Divest 2nd Tier CPG Brands? Brand Portfolio Management, Freeing up Resources for Main Brands, Brand Valuation On top of the value of each individual brand comes the value of brands combined whith eachother. Bahadur, Landry and Tre... Generic Traits of a Good Brand Brand Management, Checklist A good brand displays nine traits: 1. It drives shareholder value. 2. Top executives support the branding effort, mark... Nationalism and Patriotism in Corporate Brand Communication Strategies Corporate Branding, Corporate Reputation, Corporate Nationality, Corporate Patriotism, Corporate Nationalism Past research in market communication revealed that many consumers prefer to purchase domestic brands because they want ... Why are Brands Often So Similar? Understanding Brand Similarity/Parity Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation Despite of the efforts of companies to differentiate their brand from other brands, in many product categories a high le... The Need for Brand Authenticity Branding In an article called "Embrace the Dark Side" in the HBR of Oct 2006, Michael J. Fanuelle says that to be strong, brands ... Generic Implementation Steps of a Global Brand Global Brand Development, Best Practices Firms that want to build global brands should take following 10 steps: 1. Involve the CEO and board to provide top-down... The 22 Laws of Branding (Trout & Ries) Branding, Brand Recognition 1. The Law of Expansion: The power of a brand is inversely proportional to its scope. Trying to be all things to all peo... Status Brands: The influence of Power-distance Beliefs Branding, Brand Management, Power Distance, Brand Recognition Status brands are brands that can inherently raise the social prestige of its owners within a certain community or socie... Brand Relationship Quality Branding, Brand Management, Brand Differentiation, Brand Relationship A lot of research has been done to consumers’ brand evaluations about brands by examining factors such as brand attitude... Focus Points in City Branding City Branding, Regional Branding, Geographical Branding Although most people are used to products and services marketing, cities are increasingly being used as a marketing tool... Three Dimensions in How Global Brands are Evaluated by Consumers Global Branding, Corporate Reputation, CSR, Globalization Holt et al. (2004) researched how people evaluate and value global brands. They found out that 3 main characteristics ar...

Fontes de Informação Várias fontes de informação sobre Identidade de Marca. Aqui você encontrará powerpoints, vídeos, notícias, etc. para usar em suas próprias palestras e workshops. Jennifer Aaker on Branding Jennifer Aaker on Branding Jennifer Aaker explains the difference between brand and branding: - "Branding" is just the tip of the iceberg (the mar... Social Media for Organizations Social Media for Business, Online Business Identity, Corporate Reputation, Social Networking for Business This presentation provides interesting information about the usage of social media for businesses. The presentation incl... Brand Stretching and Extension Brand Management, Brand Identity, Global Brand, Meta Brand Presentation that is mainly about Brand Stretching and branding in a Global Context. The presentation includes many exam... Martin's Trust Model: The Trust Matrix Trust, Corporate Reputation, Corporate Branding, Corporate Image An important determinant of the reputation of your brand, company or sector is TRUST. In the financial sector for exampl... Branding Cities: City Branding City Branding, Branding Strategies This presentation is about city branding. It explains how to successfully brand cities. The following sections are inclu... Country Branding: Branding a Country Country Branding, Place Branding This presentation is about branding a country or another geographic location. Next to the outline, there are several cou... Brand Identity Positioning Positioning Brand Positioning by A. Kwanta Panthongprasert, Department of Advertsising, 2010. A clear summary presentation about Br... How Sponsoring Enhances and Supports other Marketing Elements Initial Understanding of the Added Value of Sponsoring Fiona Green explaines that sponsoring is valuable to support and enhance other marketign elemenets such as CRM, PR, adve... Brand Identity and Brand Equity: Nike versus Adidas Brand Management, Branding A presentation by K. Tichá that is a nice practical example of working with Brand Identity and Brand Equity, comparing N... Brand Identity Prism Diagram Brand Management Download and edit this 12manage PowerPoint graphic for limited personal, educational and business use. Republishing in ...

Ferramentas Ferramentas úteis sobre Identidade de Marca. Notícias Vídeos Apresentações   Livros Acadêmico Mais

Compare com o Brand Identity Prism:  Brand Personality Dimensions  |  Brand Asset Valuator  |  Reputation Quotient

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