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Branding Dilemma: Understanding Different Perspectives on Brand, Brand Identity, and Brand Architecture

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Brand and Branding Jean – Noel Kapferer
Branding dilemma ,[object Object],[object Object],[object Object],Brand identity Perspectives of Marketer Brand image Perspectives of Consumer
Brand name ,[object Object],[object Object],[object Object]
Product logic(marketing mix) to brand logic (meaning and value) Product Brand
Brand identity prism
Brand Culture Shared,Stories, images & associations The Firm Popular Culture Influencers Customers Brand Stories Brand Stories Brand Stories Brand Stories Brand Culture - Authors Douglas B.Holt
Brand value ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
BRAND ARCHITECTURE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Product Brand Strategy ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Equity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Equity ,[object Object],[object Object],[object Object]
Brand Equity – BRANDZ Model Nothing else beats it Does it offer something better than others Can it deliver? Does it offer me something Do I know about it Strong relationship/ high share of category expenditure Weak relationship/Low share of category expenditure
Brand Equity - Resonance Model Salience Performance Imagery Resonance Judgments Feelings Brand Brand building blocks Stages of brand development Branding objective at each stage
Adapting to Market Brand style Brand Kernel Brand themes
[object Object],[object Object],[object Object]
Thank You

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Branding Dilemma: Understanding Different Perspectives on Brand, Brand Identity, and Brand Architecture

  • 1. Brand and Branding Jean – Noel Kapferer
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  • 4. Product logic(marketing mix) to brand logic (meaning and value) Product Brand
  • 6. Brand Culture Shared,Stories, images & associations The Firm Popular Culture Influencers Customers Brand Stories Brand Stories Brand Stories Brand Stories Brand Culture - Authors Douglas B.Holt
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  • 15. Brand Equity – BRANDZ Model Nothing else beats it Does it offer something better than others Can it deliver? Does it offer me something Do I know about it Strong relationship/ high share of category expenditure Weak relationship/Low share of category expenditure
  • 16. Brand Equity - Resonance Model Salience Performance Imagery Resonance Judgments Feelings Brand Brand building blocks Stages of brand development Branding objective at each stage
  • 17. Adapting to Market Brand style Brand Kernel Brand themes
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