Some discussion has arisen in my classes because of the meaning of "Reflection" in Kapferer's Brand Prism. Two ideas compete:
1. Reflection is what society in general thinks of those brand customers, the general, stereotypical, idea.
2. Reflection is the way the brand portraits its customers. So in a way, it should be as close as possible to the "Self-Image" quadrant. It is the image that people want to identify with.
The difference is important, it may lead to important differences when building a brand prism. There might in fact be three different "images" contending, if you adopt definition 1 - the way advertising portraits users; the way users think of themselves; and the way society thinks of users. This situation may happen when you discuss iconic brands like Harley-Davidson or even Apple.
I welcome any input, thank you
Paulo L
#branding #brandprism #kapferer #jeannoelkapferer #brandmanagement #brandbuilding
Kapferer ih his book identified six cues of brand identity. these are as :
- Physique
- Personality
- Culture
- Relationship
- Reflection
- Self-image
- in the reflection quadrant . a consumer makes the reference to the stereotypical user of the brand and is the source for identification. the Reflection of a brand may just be a smaller portion or segment of the intended target customer/market. for example when thinking in terms of reflection, in the case of Coca-Cola you could describe the consumer base as15 to18 year olds with values such as fun, sporty and friendship, while the actual target group of this brand is far broader.
Thank you so much Dhani Shanker Chaubey , i appreciate it.
Paulo L
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