Brand Identity Prism of Raymonds and Arrow

Topics: Brand, Brand management, Brands Pages: 5 (1142 words) Published: September 9, 2013

Subject: Fashion Brand Management
Topic: Comparative study of the Brand Identity of two Fashion Brands Arrow & Raymond Premium Apparel
Submitted to: Mrs. Bharti Moitra

Submitted By:
Nancy Mehta
Roll no.27
MFM (Sem-II)
Brand Identity
Brand identity is a unique set of brand associations that the brand strategist applies to create or maintain. These associations represent what the brand stands for and imply a promise to the customers from the organization members. Modern theories say that a brand identity provides not only the personality of the brand but also the direction, purpose and meaning for the brand. Brand identity is the aggregation of what all you (i.e. an organization) do. It is an organizations mission, personality, promise to the consumers and competitive advantages. It includes the thinking, feelings and expectations of the target market/consumers. It is a means of identifying and distinguishing an organization from another. Kapferer Model of Brand Identity

Kapferer uses the following identity prism to describe brand identity from an organisation (Sender’s) perspective and consumer’s (Receiver’s) perspective in 6 dimensions. Left Side of the prism: It is intended to project outward and externalize the brand. Right Side of the prism: This side of the prism

The 6 facets of the prism refer to the following attributes:

1. Personality
a. It refers to the Personification of brand
b. What kind of person it would be, if it were a human being c. Examples: Confident, Social, Flamboyant, Arrogant, Energetic etc Kingfisher & Virgin Airlines brand personality may be that of flamboyant or rich.

2. Physique
a. Mentions physical facets – tangible things
b. It will include packaging, product look and feel
c. Examples: Packaging color, product features etc
Apple I-pod browsing physique will include its dial capabilities, the screen, and its connectivity with musical devices.

3. Culture
a. Set of values feeding the brand’s inspiration
b. Rules governing the brand in its outward signs like product and communication c. Examples: Indian, Western, Contemporary, Narcissist, Urban “Kitchens of India” takes its culture from the Indian cuisines made and packed for the consumers.

4. Relationship
a. Transactions between people
b. Examples: Trust, Energy, Strong bonding
Jet Airways – Servicing their customers to the best

5. Self-Image
a. Throughout attitude towards certain brands, we develop certain type of inner relationship with ourselves and brand image we want to project b. Which an organization wants its customers to perceive

c. Example: Masculine, Progressive, Self Belief
Paras’s Set Wet Gel – targeted towards males have a self image of masculinity

6. Reflection
a. What target consumer thinks & perceives the product to be b. Factor for strong and good brand image
c. Companies should control the reflection and should try to make it better d. Example: Royal, Dynamic, Energetic, Confident
HSBC – consumer clearly sees that every individual has specific need therefore customized service.

Comparison of brand Identity of the following Fashion Brands

Arrow is one of the leading premium readymade brand in India. This international brand has a rich history dating back to 1851. Globally Arrow brand belongs to Cluett Peabody. In India, the brand is manufactured and marketed by Arvind Brands. Arrow is predominantly a shirt brand. This American brand was made famous by JFK is a preferred shirt brand of Executives. ARROW commands extraordinary brand recognition for its fashionable yet functional apparel, and consistently ranks in the top 50 in consumer brand awareness in the United States.

The brand was expensive and had the quality and finish. Arrow was famous for its ultra- formal shirts. Today, ARROW is licensed in 55 countries and offers a broad assortment of men’s, women’s, and children’s apparel and...
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