Breifly explain kap ferers branding system
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Answer:
Before introducing the idea of the Kapferer Brand Identity Prism, let’s first play some word association: what do you think of when you think of Land Rover? Their superior off-road capability, perhaps, or their rugged and honest design? Their heritage-laden legacy, maybe, or their versatility and durability?
Land Rover Defender
Whatever you think of, it’s likely to be positive. And why is that? The answer’s simple: because Land Rover have done a brilliant job defining their brand. Powerful brands like Land Rover are easy to recognise: their values are clear and they nurture the type of customer loyalty that businesses crave.
Now, not all of us have the available resources of a well-established brand like Land Rover, but that doesn’t mean we can’t aspire to achieving the same goals: displaying brand values clearly, consistently and in a way that’s true to the business’ ethos.
And, whether you’re a sprightly start-up or an industry powerhouse going through a rebrand, one way you can do this is by applying the Kapferer Brand Identity Prism to your business.