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-:Brand
Prism:-
Arunashish
Ghosh
A
specific set of concepts and tools is needed for tackling the new
type of market which is highly competitive in nature. When products
are rare, the USP (unique selling proposition) was the key concept.
As we leave brand image, positioning and personality behind, we
enter the modern age of brand identity.
In order to become, or to stay ahead, brands must be true to their
identity. The notion of the brand image is both volatile and
changing. It focuses too much on brand appearance and not enough on
brand essence. The identity concept is crucial for three reasons;
brand needs to be durable, to send out coherent signs and to be
realistic.
The Brand Identity Prism or Brand Prism:
Brand Identity can be represented by a hexagonal prism with each
side representing a specific character of the brand. These specific
characters help to understand the perceptions of the brand in the
consumer minds and at the market place. Thus these help to build a
better brand image and position the products at a better level. The
six facets are:-
1) Brand
having a Physical Quality:
A brand has physical qualities. It is made up of a
combination of either salient objective features or emerging ones.
The brands physical characters are both the backbone and its
tangible added value.
2) Brand
having a personality:
A brand has a personality of its own. By
communicating, it gradually builds up the character. The way in
which it speaks of its products or services shows what kind of
person it would be if it were human being. This is also called the
personification of the brand and this helps in the instant product
alignment with the target customers.
3) Brand
having its culture:
The brand has its own culture, from which every product
derives. The product is not only a concrete representation of this
culture, but also a means of communication. Here the culture means a
set of values feeding the brand’s inspiration. The cultural facets
refer to the basic principles governing the brand in its outward
signs like products and communication. This essential aspect is at
the core of the brand.
4) Brand
is a relationship:
Brands are often at the crux of transactions and
exchanges between people. This is particularly true of brands in the
service sector and also in retails. Service is by definition is a
relationship.
5) Brand
is a reflection:
Reflection is basically what the target customer
thinks and perceives the product to be. This also helps to
understand the utility derived by the customer. The process of
reflection helps to understand the tacit or unexpressed desires by
the consumers. The reflection is a strong factor for a good and
strong brand image. That is the reason why the companies should
control the reflection and should try to make it better.
6) Brand
having its self image:
A brand speaks of our self image. If the reflection
is directed towards the external customers then the self image is
directed towards the internal customers. Through our attitude
towards certain brands, we indeed develop a certain type of inner
relationship with ourselves and the brand image that we want to
project. Thus this is of importance as is reflects what’s the
organization and its attitude are towards the product and the brand
as a whole.
Authors:
Arunashish Ghosh
PGDBM
2005
Institute of Management Technology, Ghaziabad
Mail
us: arunashish@imt.ac.in, arunashish_ghosh@yahoo.co.uk
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