Seminar assignments - Individual assignment: Kapferer\'s Prism for Coke PDF

Preview

Summary

INDIVIDUAL ASSIGNMENT: Kapferer's Prism for Coke

HD mark...

Description

INTRO: Without identity, brands would not be able obtain growth and draw loyalty. Kapferer’s Brand Identity Prism is a necessary concept that allows identity to be explored through six factors (Kapferer, 1986). It is used by marketers in order to understand the brand’s position from different perspectives. To help define the Sender, Personality and Physique are involved. To help define the Recipient, Reflection and Self-image are EXTERNALISATION involved. Relationship and Culture reflects the interaction between the two. Furthermore, the prism can be further analysed by splitting it in half, the facets on the left are social, physical and visible, whereas, the facets on the right are intangible, felt and individual.

PICTURE OF SENDER

Bottle Red

Physique: the Refreshing set of the brand’s product symbols and attributes that are cued when the brand is mentioned. Physique

Social

Personality: is the personification and the character of the brand. This is when the brand communicates with the consumer in such a way that it emanates across specific personality traits.

Sharing

Fun Happiness

Leader INTERNALISATION

Personality Culture

Friendly

Relationship: the beliefs and associations consumers have with the brand, this is the relationship between the brand and the consumer.

Equity

Relationship

Self-image

Reflection: the way customers are perceived when when they are associated with the brand.

Energetic

Sharing

Reflection

Connected

Alive

Culture: is the core values of a brand, this is what Lifestyle the brand reflects its products offerings on.

Self-image: the internal reflection of customers when they are associated with the brand.

Young

Social

Active Fun

PICTURE OF RECIPIENT

CONCLUSION: Through the analysis of the six specific components, we are able to identify what Coca-Cola ultimately stands for. When mentioned, one would usually associate it with the colour red. Drinkers of Coke perceive themselves as sociable fun people, whereas others may perceive them as energetic young people. Coca-Cola radiates happiness which contributes to the friendly relationship between the brand and its consumers. In order to grow as a brand, Coca-Cola must continue to build its identity and have well-defined brand identity components.

References: Logo: (2016). Retrieved from http://www.freshagenda.com.au/wp-content/uploads/2015/09/coca-cola.jpg Social: (2016). Retrieved from http://www.saratmd.com/wp-content/uploads/2013/06/The-Search-for-Happiness-Part-I-C.jpg Happiness: (2016). Retrieved from http://a.fastcompany.net/multisite_files/coexist/imagecache/1280/poster/2012/10/1680784-poster-1280health-and-happiness-index.jpg Fun: (2016). Retrieved from https://i.ytimg.com/vi/XhcV4dmFRJ0/maxresdefault.jpg Refreshing: (2016). Retrieved from http://images1.fanpop.com/images/photos/2100000/Icy-cola-coke-2193580-786-850.jpg Red: (2016). Retrieved from https://folpeti.files.wordpress.com/2015/09/6867268-coca-cola-wallpaper.jpg Bottle: (2016). Retrieved from http://www.penandpaper.co.in/content/images/thumbs/0007042_coca_cola_300ml_glass_bottle_pack_of_24.jpeg Connected: (2016). Retrieved from http://d.fastcompany.net/multisite_files/cocreate/imagecache/slideshow_large/slideshow/2013/05/1683001slide-1920-how-coca-cola-used-vending-machines-to-unite-the-people-of-india-and-pakistan.jpg Friendly: (2016). Retrieved from http://content.video.news.com.au/NDM_-_news.com.au/72/89/coke-hug_648x365_2222024146-hero.jpg Equity: (2016). Retrieved from http://buzzback.com/wp-content/uploads/2014/09/shutterstock_1130480081.jpg Leader: (2016). Retrieved from http://www.gazetesabun.com/wp-content/uploads/2015/03/coca-cola-board-of-directors2013.jpg Sharing: (2016). Retrieved from http://cocacolaunited.com/wp-content/uploads/2015/05/Share-a-Coke-with-even-MORE.jpg Lifestyle: (2016). Retrieved from http://www-sassisamblog-com.zippykid.netdna-cdn.com/wp-content/uploads/2010/08/Coca-Cola_20.jpg Social: (2016). Retrieved from http://www.coca-colacompany.com/content/dam/journey/us/en/private/2015/08/coca-cola-partaay-1-2000-13333cbb482f.JPG Fun: (2016). Retrieved from http://www.wingman.com.au/images_projects/Coca%20Cola/cocacola_project_image.jpg Young: (2016). Retrieved from http://lifestyle.inquirer.net/files/2016/01/Carma_Photo_Moment_31-660x412.jpg Active: (2016). Retrieved from http://88phases.com/sites/default/files/styles/project-detail/public/images/projects/ccol_03.jpg?itok=G_-TSVCV Energetic: (2016). Retrieved from http://www.spadre.com/springbreak2011/springbreaksouthpadre3T.jpg Alive: (2016). Retrieved from http://theinspirationroom.com/daily/commercials/2009/12/coca-cola-bottle-opener.jpg...