Kapferer's Brand Identity Prism: Identifying Your Brand's Assignment

Assignment Task

1. Brand Intro, Heritage, DNA

2. Brand and Visual Identity

• Identification of the visual code and the values
• The analysis brand identity will have to be synthetized through a Kaplerer prism
• Analysis of the brand communication through its advertising campaigns and stores to evidence if this communication is aligned with its brand identity (or not)

3. Target and competitors' analysis

• Pictures of your target audience
  (Mood-board telling the story of the customer (lifestyle, behaviors...+bullet points with main characteristics), pen
  portrait.
•  List and benchmark of the key direct competitors: the study should be supported by images and a clear list of the points of similarities and points of differences with the brand you are analyzing

4. Positioning statement and Perceptual Map

A minimum of 6 brands excluding the brand studied, are requested in the perceptual map

5. Analysis of the brand Marketing strategy

a. Offer: Portfolio (accessories, WW, MW, Fragrances, Beauty...) Packaging, labels...

b. Pricing strategy: ie for each category of product higher price and lower price

c. Distribution: where geographically is distributed, through which channels, stores presentation etc

d. Promotion: Highlight the different promotional channels the brand uses ADS, IG, Celebrity seeding...etc define the tone of voice / aesthetic is used in each tool

This Business Marketing has been solved by our PhD Experts at My Uni Paper.