MGSE MKT 6503
Current context of birth of a brand - Overinformation of the consumers - Mistrust towards brands
Multiplication of the targets and hyper-segmentation - Fragmentation of traditional and digital media
Challenge in building a brand
Brand can only fulfill its purpose if it is : Dense – Homogeneous- and if it brings meaning to the act of consuming - This requires repetition and consistency
To have weight in the consumer's decision consistency +stability
So, where to begin the work ?
A brand is not just physical (logo, graphics) but it also has a personality, it creates relationships, and has a cultural universe.. To create consistency on the communication channels of a brand, the real work has to be done the brand’s personality.
Here are a few communication channels : name, graphical charter, commercial speech, leaflets, website, press relations, events, etc ...
Several methods for creating brand platforms
2 examples :
The Brand Identity Prism - The Kapferer Model / Brand Foundation by DDB
Any tool for analysis and reflection allowing you to build as deeply as possible the personality of
The Kapferer Model / A few things to remember
You can’t really work a brand identity (as issued by the company), but you can master his image
(received by the market)
The brand includes all physical, cognitive and psychological elements that consumers
associate to it .
L’ensemble de la littérature de Kapferer (cf www.kapferer.com)
Thèse Audrey Azouley - HEC - 2008
Centre de recherche DMSP Dauphine marketing stratégie Prospective