Le Prisme de Kapferer est un outil qui s’avère utile dans plusieurs contextes. The second dimension consists of internalisation on the right and externalisation on the left.It must be possible to describe a brand as an object or person (physique, personality). C’est justement ce que permet le Le Prisme de Kapferer contribue en fait à mettre face à face la façon dont une marque est en réalité et la façon dont elle souhaite être vue par le public. Comme nous l’avons dit un peu plus haut, le il permet d’Le Prisme de Kapferer est un outil qui s’avère utile dans plusieurs contextes. The Kapferer Brand Identity Prism is a model companies can use to build a powerful and durable brand identity. Each element contributes to establishing and maintaining a strong Kapferer Brand Identity Prism contains six aspects that have been divided into two dimensions. Un ejemplo claro de esto es la situación en la que la identidad de marca se confunde con la imagen de … Pensioners are addressed differently than surfers.According to L. Kapferer, culture is the collection of values that form the basis of a brand. Your rating is more than welcome or share this article via Social media! If a brand often uses humour in the marketing materials for example, consumers associate that with a light personality.A way to properly think about this is by imagining the brand as a living creature. Il consiste à analyser une marque aux travers de ses produits, sa communication mais aussi ses moyens d’identification. These are the properties of a brand in the eyes of the consumer. Sin embargo, a menudo la teoría es más sencilla de entender que de actuar, especialmente de forma eficaz. This finally creates a clear idea of the brand and the image, and any inconsistencies are noticed early.The Kapferer Brand Identity Prism was created by J. Kapferer in 1996. According to him, every brand can analyse its identity with the six elements from the prism.

Il s’agit notamment de :Cependant, il faut notifier que tous ces éléments du Prisme de Kapferer sont regroupés en deux parties. The buyer buys the exclusive car, gets an exclusive treatment, and enhances his self-image.The Kapferer Brand Identity Prism contains six unique elements of brand identity. Kapferer recommande de retourner à la terminologie originelle de l'identité de la marque comme descripteur général de la marque. Jean-Noël Kapferer est un expert des marques de renommée internationale. Origine du Prisme d'Identité de la Marque. Pour comprendre le le modèle de Kapferer il est utile de lire un peu d'histoire : According to the theory, the brand must reflect the personality and identity of the target demographic. This model connects with brand management and enables the brand manager to look at the brand from different perspectives.

The brand also contains aspects that are interwoven with the brand itself.

Chaque partie constitue une facette d’une marque. A brand might be known for providing a specific product for the lowest price of all brands, and for another brand a higher price may mean more value for the customer.The Kapferer Brand Identity Prism model is a widely accepted model in the marketing world. Le prisme de Kapferer un modèle qui voit son origine en 1992. However, this doesn’t mean that people who don’t share cultural characteristics with the brand can’t become customers. Chacune de ces deux partie est elle-même composée de 3 sous parties qu’il vous faudra définir en parallèle. Think of the M of McDonalds. Pour empêcher cela, il faut bien construire son image de marque. This website makes use of cookies to enhance browsing experience and provide additional functionality. Brands can use this to their own benefit by including this self-image in their own identity. Building durable and meaningful relationships with the consumer is a way to build a powerful brand identity. The character or personality of the brand also shows in the communication with the consumer. General characteristics are issues such as design elements, basic functionalities, colours, and other characteristics.

You can also find us on Did you find this article interesting? The prism visualises six aspects of a brand identity, namely: physique, personality, culture, self-image, reflection, and relationship. Il comporte cependant 6 éléments qui constituent tous des facteurs déterminants de l’identité d’une marque.