Penfolds Grange

PICTURE OF SENDER
PHYSIQUE PERSONALITY
The iconic red wine of Australia Elegant, classic
Traditional and elegant label Unique & Sophisticated
High quality wine Reliable

RELATIONSHIP CULTURE Loyalty Australian values Trust Lifestyle Lover Family of wine makers & lovers Exclusiveness

REFLECTION SELF-IMAGE
Successful Social approval Prestige Trendy High status Sophisticated Luxury PICTURE OF RECIPIENT Successful
FIGURE 1: THE BRAND INDENTITY PRISM OF PENFOLDS GRANGE
It was released in 1951 and kept it position for more than 50 years. But in 2009, Penfolds launched a special bottle, it was considered as a wrong action of it because that reduced the value of Grange. That is the reason our marketing plan is revitalizing Grange, which will be launched in 2014. Before making a detail IMC plan, I will create the brand identity for Penfolds Grange relying on the brand identity prism of Kapferer (2008). ‘Brand identity prism’ is a diagrammatical analysis to identify one brand which is presented by a hexagonal prism. It illustrates that brand identify has six facets which are Physique, Personality, Culture, Relationship, Reflection and Self-image.

Penfold Grange is a vintage wine which is recognizable with a strong, distinctive, individual style record for cellaring performance. It is seen as an authentic voice of Australian fine wine and the strength of Penfolds winemaking culture and