Brands may be distinguished through their different components. Similarly analysing each person as a brand will reveal different characteristics. Physically someone may be male, while another is female, one may have blue eyes the next green eyes. Also the way we portray ourselves varies as some are very outgoing, others are shy, and some people have a very sporting personality with fitness and keeping in shape being important for them. The point is that everyone is unique with potential to stand out. The brand identity prism shows this through six elements which we can analyse a brand such as a major retailer or in this case ourselves, an athlete and a sports team or a sports company.
“Brand personality has been the main focus of brand advertising since 1970” (Kapferer, 2008, p.159). The personality of the brand concerns how the brand portrays itself through its characteristics. Various methods can demonstrate these, for example the colour scheme used, the logo or the style of writing. Also, the brand could portray itself through brand endorsement in an advert. This allows the consumer to identify with the endorsing person that reflects the brand and then compare and align it to themselves. Personality is arguably one of the most important elements of the prism as it gives a brand a human identity, characteristics if you would. The way I try to portray myself is a very kind and humorous person which can also help to show a warmth and welcoming presence. Another part to my personality is being reliable, gentle and trustworthy which again shows a warm presence and demonstrates that the brand can be trusted by the consumer and hopefully endears itself to them. I am also competitive meaning that I strive for the best and persevere, which would appeal to the customer knowing that they are getting a quality brand that wants to compete with the other brands in the same field. The culture of the brand is in essence the values and principles that underpin it. For example, certain brands reflect the country of origin as with the reputation of German cars. Kapferer (2012, p.160) states that the “cultural facet of brands’ identity underlines that brands are engaged in an ideological competition”. Using the culture element of the identity prism on myself, a key part of this is being British as until now I have spent my whole life living there. This infers an association with British values and culture and their perception, where if the British brand is damaged this could cause negativity for my brand. However, culture can be seen as much more than just national identity, it can represent beliefs of the brand and what its ideology is and aspirations for the consumer. My main beliefs as a brand would be loyalty, kindness, social conscience and ethics, which would be reflected in the consumer of the brand. These four beliefs interlink as together they reflect a strong brand that aims to get the consumer’s trust and confidence so that over time they develop the same loyalty that the brand represents. Acting in an ethical way is a key element. The relationship part of the prism would position me as very down-to-earth, which means that I am very realistic person and have a practical mindset. Part of this is being family and friends orientated, underling that I am a very caring person so as a brand I would care what the consumer thinks. Also by having these close links (i.e. with family and friends) illustrates the brand would have close ties with its customers and thereby gain the consumer’s brand loyalty and the relationship would reward that loyalty and mirror it. This reinforces the culture dimension of the brand. Reflection is part of the constructed receiver part of the prism (how others see me) and develops an image over time that reflects the buyer. It is what image the buyer would like to be associated with and aspires to as opposed to what they are known for. The brand that would be reflective of me and thus the buyer would be one that represents being fitter, younger, ethical and successful. This would not necessarily appeal to every young successful person who is active, but it would appeal to people aspire to be like that and be associated with this particular brand. For example, the brand does not target the older generation, however they may buy it because of the association of being younger, successful and active and may feel these characteristics as a result of buying the brand. Self-image, just like reflection, is in the receiver part of the prism and is related to how the consumer feels about the product and their association with it. Many brands make the consumer feel differently, for example people who buy the drinks brand Pepsi feel cool and smart, whilst people who purchase a BMW feel powerful and important. In my view the brand which I represent would make the consumer feel optimistic and upbeat and that they are trying something innovative (leaders in innovation). It would make the consumer believe that they are in charge of their own destiny and able to make bold decisions without being judged. Although the consumer would not feel wealthy and up market it would however give them a sense of comfort and belonging to a respectable brand.
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