Kapferer (2008): The new strategic brand management

Question 1

Definition of a Brand:

Answer 1

• A brand is more than a product name; it is the vision and core values driving the creation of
  products and services.

Question 2

• Brand identity:

Answer 2

The uniqueness and values of the brand, forming its essence and guiding decisions.

Question 3

Importance of Brand Identity:

Answer 3

• Defines the brand’s unique characteristics and values.
• Ensures coherence across diverse products, communications, and extensions.
• Differentiates the brand in saturated and competitive markets.

Question 4

Brand Identity vs. Brand Image:

Answer 4

• Identity: On the sender’s side; it defines the brand’s essence and intended message.
• Image: On the receiver’s side; how the audience perceives the brand based on its
  communication.

Question 5

Brand Positioning:

Answer 5

• Focuses on competitive differentiation and the brand’s appeal to its target market.
• Consists of:
• Target audience: Who the brand is for.
• Value proposition: Key benefit or promise.
• Competitive set: Against whom the brand is positioned.
• Reason to believe: Why the audience should trust the promise.

Question 6

The Brand Identity Prism

Answer 6

Kapferer introduces the Brand Identity Prism with six interconnected facets:
1. Physique: The tangible and visible attributes of the brand (e.g., logo, design, flagship
product).
2. Personality: The human characteristics attributed to the brand (e.g., tone of communication,
spokespersons).
3. Culture: The brand’s core values and ethos (e.g., Apple’s innovation-driven Californian
culture).
4. Relationship: The nature of the interaction between the brand and its consumers (e.g., Nike’s
motivational “Just Do It”).
5. Reflection: The outward mirror of the brand’s typical user (e.g., sporty and youthful for Coca-
Cola).
6. Self-Image: The consumer’s internal mirror of identity formed by using the brand (e.g.,
Porsche owners associating ownership with success).

Question 7

Brand Positioning vs. Identity

Answer 7

• Positioning is market-specific and competitive, focusing on how a brand stands out in a
  specific context.
• Identity is broader and more enduring, rooted in the brand’s heritage and essence.

Question 8

Practical Applications

Answer 8

1. Guiding Brand Strategy:
   - Helps determine what communication or products fit within the brand’s framework.
   - Provides consistency across markets and product lines.
2. Creating Strong Brands:
   - Focus on all six facets of the identity prism to ensure depth and authenticity.
   - Avoid over-reliance on fleeting trends or consumer expectations.
3. Managing Brand Extensions:
   - Ensure new products align with the brand’s core values and identity.
   - Examples:
   - Dove: Identity centered on “Femininity Restored”; products like soap and shampoo
   align with this theme.
   - Coca-Cola: Maintains “youthful fun” and “refreshment” across products.

Question 9

A diagram showing the relationship between the sender (brand), message, receiver (consumer),
and external noise.

Answer 9

Sender -> Messages (-> disruption by competition and noise) -> Receiver

Question 10

Sender

Answer 10

Brand identity

Other sources of inspiration: mimicry, opportunism, idealism

Question 11

Messages

Answer 11

Signals transmitted: products, people, places, communication

Question 12

Receiver

Answer 12

Brand image

Question 13

Positioning Diamond

Answer 13

Outlines the key elements of positioning: for whom, why, when, and against whom.

Question 14

McDonald’s Positioning Ladder:

Answer 14

Illustrates a process for defining brand positioning based on the progression from tangible
attributes to more abstract elements like values and identity.
From bottom to top:
Features -> Functions -> Rewards -> Values -> Personality

Question 15

Brand identity prism

Answer 15

Illustrates the six facets of brand identity and their interplay.
- personality
- culture
- self-image
- reflection
- relationship
- physique