Kepferers Brand-Identity Prism Model

Prepared by
Subalekshmi M S 2nd sem MBA MACFAST

Map the brand idea of the following using Kepferers model of branding identity : a) Pepsodent b) Maruti 800 c) ICICI Bank d) Bharat Forge Ltd

Kepferers Brand-Identity Prism Model

PEPSODENT

Physique
Oral care

Germ fighter
Packed in white

Personality
Modern

Conservative
Advertisements:

Appearance of Shahrukh khan

Relationships
Children Oral hygiene / care

Culture
Patriotic package

Modern
Radio program - The Pepsodent Show Starring

Bob Hope

Reflection
Target group

Consumer group
Customer's view

Self-image
Special oral care

Health conscious
Standard

Kepferers Brand-Identity Prism Model

Picture of sender
physique
Germ fighter in white

personality
Modern &Conservative

Relationship

Culture

Children Oral hygiene American and modern

Reflection Self-image Oral care and hygiene Standard and health Picture of recipient

MARUTI 800

PHYSICAL
Family vehicle

City car
Popular and middle class car

PERSONAL
Indian version of Cooper Car

Simple and standard design

Variant color schemes

RELATIONSHIP
Man and standard

CULTURE
Indian origin

REFLECTION
Target group Customers view

SELF-IMAGE
Relates more to efficiency than price and standard

Kepferers Brand-Identity Prism Model

physique Family vehicle

Picture of sender

personality Simple design

Relationship
Man and standard

Culture
Indian origin

Reflection
Simple and easy handling

Self-image
Efficiency

Picture of recipient

ICICI BANK

PHYSIQUE
Second largest bank in India

Financial services
Banking products

PERSONALITY
Standard logo

Growing bank
Initiative plans Brand ambassador : Shahrukh khan

CULTURE
Indian Private Sector Bank

Wide network all over world

RELATIONSHIP
Money

and security/ trust

REFLECTION
Trust and assurance Better financial services Better facilities for customer

SELF-IMAGE
Relates to trust more than money

Kepferers Brand-Identity Prism Model

Picture of sender
physique Financial services & Banking products personality Growing bank

Relationship

Culture

Money and security/ trust

Bank

Indian Private Sector

Reflection

Self-image

Better customer care than money

Relate to trust more

Bharat Forge Ltd

PHYSIQUE
Metallurgical knowledge

Design & engineering capability

PERSONALITY
'Expanding into new horizons'

Strong global leadership

CULTURE
Indian origin

RELATIONSHIP
Business - Business

REFLECTION
High durability and stability Low centre of gravity High resistance

SELF-IMAGE
High material standard and specification

Kepferers Brand-Identity Prism Model

Picture of sender
physique Great design personality Strong global

leadership

Relationship

Culture

Business Business

Indian origin

Reflection

Self-image

High durability and stability specification

Better standard and

Picture of recipient