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Готові списки джерел за темами / Kapferer's brand identity prism

Добірка наукової літератури з теми "Kapferer's brand identity prism"

Автор: Grafiati

Опубліковано: 15 вересня 2021

Оновлено: 18 лютого 2022

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Статті в журналах з теми "Kapferer's brand identity prism":

1

Ross, Florian. "A Perspective on the Application of Kapferer's Brand Identity Prism in the Branding Process of Hearing Aid Retail Companies." GATR Journal of Management and Marketing Review 5, no. 3 (September 30, 2020): 141–46. http://dx.doi.org/10.35609/jmmr.2020.5.3(2).

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Objective – The aim of this paper is to develop a baseline guide for the branding of hearing aids for use by Hearing Aid Retail Companies. Methodology/Technique – The individual dimensions of Kapferer's brand identity prism were analyzed and practically applied to the branding process of a Hearing Aid Retail Company. Findings – Each dimension plays a relevant role in a consistent branding process. The study concludes that Hearing Aid Retail Companies, particularly smaller ones, should focus on branding due to increasing competition to remain competitive in the market. Novelty – This paper deals with the practical implementation of Kapferer's brand identity prism in the context of Hearing Healthcare. It offers Hearing Healthcare Professionals a framework for the branding process. Type of Paper: Secondary Article – Editorial / Perspective Piece. JEL Classification: M31, M37 Abbreviation: HARC - Hearing Aid Retail Company Keywords: Branding; Marketing; Hearing Healthcare; Kapferer´s Brand Identity Prism. Reference to this paper should be made as follows: Ross, F. 2020. A Perspective on the Application of Kapferer's Brand Identity Prism in the Branding Process of Hearing Aid Retail Companies, J. Mgt. Mkt. Review 5(3) 141 – 146. https://doi.org/10.35609/jmmr.2020.5.3(2)

2

Galli, Federica, Carl Boger, and D. Taylor. "Rethinking Luxury for Segmentation and Brand Strategy: The Semiotic Square and Identity Prism Model for Fine Wines." Beverages 5, no. 1 (March 19, 2019): 26. http://dx.doi.org/10.3390/beverages5010026.

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Positioning a fine wine is a complex marketing operation which tends to focus on product characteristics and tends to ignore the consumer–brand relationship. As for other luxury products, fine wine consumers are a heterogeneous group which can be broken down into clearly distinctive and often antithetical subgroups. This conceptual paper proposes a different approach to defining fine wine consumers and the brand–consumer interaction. The Aristotle-inspired semiotic square model and Kapferer’s brand identity prism were coupled to identify not only fine wine consumer groups but also with which brand characteristics they mainly interact. While the semiotic square model identifies 6 distinct groups of fine wine consumers—enthusiasts, experts, connoisseurs, drinker, novice, event goers—the brand identity prism recognizes 6 constructs—physique (material), personality, culture, relationship, reflection and self-image. Pairing the consumer’s semiotic square and the brand’s identity prism could help brands to bridge the gap between the actual consumer subgroups and the ideal target consumers to better understand their customer base, to correctly position their brand, and to create an inclusive marketing strategy. This article is the first to apply the semiotic square/brand identity prism model within the context of the fine wine industry, as most positioning literature tends to focus on involvement or on the label itself.

3

Ochkovskaya, Marina S., Sergey V. Mkhitaryan, and Ekaterina P. Indichekova. "Influence of collaborations with visual art on luxury brand identity: Pilot study." Vestnik of Saint Petersburg University. Management 20, no. 1 (2021): 3–29. http://dx.doi.org/10.21638/11701/spbu08.2021.101.

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The article examines the collaborations of luxury brands with visual arts and its impact on the ingredients of brand identity using the example of Louis Vuitton. The purpose of this research is to investigate the impact of collaborations with visual art on luxury brand identity and find out what elements of identity are enhanced by collaborations. An online survey was conducted among luxury brand consumers. Both closed and open questions were included in the questionnaire. Totally 443 responses were received, and 295 of them were included in a representative sample of the study. The Louis Vuitton brand which systematically uses the collaborations with visual art and is one of the leaders in the application of brand artification was selected for this study. In the paper the main attention is focused on the Louis Vuitton products from the limited collections with the designs created in collaboration with the Japanese artists Takashi Murakami and Yayoi Kusama, and the American artist Jeff Koons. The modification in the Louis Vuitton brand identity caused by the collaborations was estimated on the basis of the Kapferer’s brand identity prism elements: physique, personality, culture, relationship, self-image, reflection. In accordance with the Kapferer’s brand identity prism, six hypotheses were formulated where three of them were fully confirmed and one hypothesis is partially verified. The research has demonstrated that the art collaborations with visual art enhance the intangible elements of the luxury brand identity — personality, culture and relationships but do not augment physique and self-image. This study has shown a partial impact of visual art collaboration on the luxury brand identity, however, the authors have not estimated the influence of other forms of art, for example, music. The impact of the other forms of arts may be considered in further research.

4

Roy, Dilip, and Saikat Banerjee. "Identification and measurement of brand identity and image gap: a quantitative approach." Journal of Product & Brand Management 23, no. 3 (May 13, 2014): 207–19. http://dx.doi.org/10.1108/jpbm-01-2014-0478.

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Purpose – This paper aims to offer a quantitative methodology to identify and measure the gap between the communicated brand identity and perceived brand image by channel members and the consumers. Brand marketers communicate with their target consumers to make them aware of brand identity and communicate the same way to the channel members directly. Channel members, in turn, convey the same to the end-users. Thus, a proper alignment of these three crucial nodes, namely, brand marketers, channel members and consumers, is inevitable for the efficient transfer of brand identity. However, in reality, not all are successful to synchronize communicated brand identity and image perception. So, the identification and measurement of identity-image gap is essential. Design/methodology/approach – Based on the literature review, the authors propose a conceptual model for the study and generate the basic research questions. In this study, Kapferer’s brand identity prism has been taken as the focal point of study to measure brand identity. So far as the vector measure is concerned, a p-dimensional setup is present, each dimension representing each facet of Kapferer’s brand identity prism. Now, given these sets of observations, the authors introduce for each set, a multivariate distributional setup to represent the underlying population behavior. Findings – In this study, a theoretical framework is proposed to identify and measure brand identity and image consistency. To minimize the problem associated with subjective decisions, an objective procedure has been proposed to measure the brand knowledge structure of company personnel, consumers and channel members about the considered brands. The results of this study show that brand knowledge consistency is missing among marketers, consumers and channel members for considered brands. The proposed methodology may help marketers to measure the identity-image gap in a more objective manner with pinpoint accuracy by adopting a quantitative approach. Practical implications – The proposed methodology may help marketers to measure the identity-image gap in a more objective manner with pinpoint accuracy by adopting a quantitative approach. Once a gap is identified, it will be easy for marketers to adopt possible measures to bridge the gap. This helps brand marketers to understand the branding process more objectively. Originality/value – To the best of the authors' knowledge, there is a lack of concrete quantitative approach, attempting to discuss the methodology to measure the gap between brand identity facets and brand image. In this backdrop, this might be the first paper offering a quantitative methodology to identify and measure the gap between the communicated brand identity and perceived brand image by channel members and the consumers.

5

Ianenko, Marina, Mikhail Stepanov, and Liubov Mironova. "Brand identity development." E3S Web of Conferences 164 (2020): 09015. http://dx.doi.org/10.1051/e3sconf/202016409015.

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The paper studied the concept of "brand identity" as a planned brand image that defines the direction for all marketing activities of a company. The authors developed an algorithm for constructing a system of characteristic features of the brand strategy, harmoniously combined with the corporate and business strategy which includes the market situation analysis, an analysis of economic conditions and activities of the organization, analysis of marketing affords, analysis of the marketing strategy, the brand strategy selection, the brand positioning choice, brand identity development. Based on the well-established brand identity models such as The Brand Identity System (D.A. Aaker, USA), The Brand Identity Prism (J.-N. Kapferer France), L. De Chernatoni’s model (UK), 4D Branding (T. Gad, Sweden), The Brand Wheel (Bates Worldwide, USA), The Brand Platform (Young & Rubicam, USA) the authors have discussed the current approaches to the brand identity creation depending on which market (customer or B2B) a firm participates in perform and its capacity to serve the interests of both corporate and individual customers. The proposed approaches are needed for successful brand management.

6

Saji, Beena Salim. "Sharjah: a heritage destination in its growth and development." Emerald Emerging Markets Case Studies 7, no. 2 (June 16, 2017): 1–11. http://dx.doi.org/10.1108/eemcs-10-2016-0205.

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Subject area This case facilitates students of tourism and marketing to use Kapferer’s brand prism model to analyse the case. Study level/applicability This case can be used for tourism undergraduate and marketing students to make them understand the processes for revitalising and developing a destination brand to increase the number of visitors and become more attractive to tourists and visitors. The case highlights the major strategies used by the Sharjah Investment and Development Authority team to develop Sharjah as a family, entertainment, eco-tourism and heritage destination among the seven emirates of the United Arab Emirates. Case overview Sharjah is one of the emirates which form the United Arab Emirates. The case describes how a young leader of Sharjah developed destination Al Qasba as a tourist attraction, which was earlier not frequented by family and investors. After that, he was vested with the responsibility of developing Sharjah into an investment and heritage destination in United Arab Emirates. The case details how the team used different strategies to attract investors to the destination to make it more attractive to tourists as well the dwellers of the emirates. Expected learning outcomes To understand the process of sustainable destination development or place development practices. To analyse the case using using existing models or frameworks such as Kapferer’s brand identity prism or Aaker’s theory and any other. To recommend suggestions in improving the destination development strategies. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code CSS 12: Tourism and Hospitality.

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Rishi, Bikramjit, and Archit Kacker. "Kingfisher: Ultra Max re-positioning hurdle." Emerald Emerging Markets Case Studies 11, no. 2 (May 21, 2021): 1–19. http://dx.doi.org/10.1108/eemcs-09-2020-0322.

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Learning outcomes To appraise the product positioning in an emerging market. To recognize and discuss a positioning plan for a new product. To apply, describe the Kapferer brand identity prism along with different competition levels for Kingfisher Ultra Max. To deliberate the marketing mix for improving the sales of Kingfisher Ultra Max. Case overview/synopsis United Breweries Limited (UBL) was part of UB Group, which was a business conglomerate. United Breweries Holdings Limited or UB Group was headquartered at UB City, Bangalore, India. It dealt in many businesses, out of which UBL was one of them. Kingfisher Ultra Max was Kingfisher’s newest addition to the super-premium strong beer segment. It was a larger-based beer with 8% alcohol by volume content and was stronger in terms of alcohol content than Kingfisher Ultra, which was also from the super-premium segment. This brands positioning was such that it targeted the premium segment. The top management was considering a change in positioning for their Ultra Max brand. A research report submitted by a premier business school also recommended a change in positioning. The officials in the meeting are contemplating the two options for the shift in positioning; one is to make the change of positioning across India and the other is to make the change specific to some states. Complexity academic level The case is targeted at students of post-graduation and under-graduation programs in business administration, specializing in marketing management, brand management or marketing strategy. Also, the case study can be included as part of courses related to strategic management and competitive analysis. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code CSS 8: Marketing. Supplementary materials Teaching Notes are available for educators only.

8

Zwakala, K. M., and P. Steenkamp. "Identity-based brand differentiation : Brand Identity Prism application in South African banks." Journal of Contemporary Management 18, no. 1 (January 2021): 121–41. http://dx.doi.org/10.35683/jcm20051.99.

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Tuan Ismail, Tuan Ahmad, Rosmaliza Muhammad, Norhayati Muhammad Yusoff, and Mohd Shazali Md Shariff. "Hotel Brand and Food Quality in Malaysia." Asian Journal of Quality of Life 3, no. 10 (March 18, 2018): 51. http://dx.doi.org/10.21834/ajqol.v3i10.98.

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This study is to investigate the relationship between hotel brand and food quality using the Brand Identity Prism (BIP) model in the context of food service industry that has never been directly tested before. The attributes (physical, relationship and reflection) of BIP in food service industry which focusing on the food quality served at hotel restaurants are validated. A quantitative approach using questionnaire survey was conducted with a total of 129 hotel restaurants guests from four of five star rated hotels in Kuala Lumpur, Malaysia. The result indicated that there was a significant relationship between hotel brand identity and food quality. Keywords: Hotel Brand Attributes; Food Quality; Brand Identity Prism Model; Hotel Restaurants

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Aydın, Ceren, and Çağdaş Aydın. "Akman Boza Markasının Marka Kimliği Prizması Modeli ile İncelenmesi (An Analysis of Akman Boza Brand through Brand Identity Prism Model)." Journal of Tourism and Gastronomy Studies 7, no. 4 (December 25, 2019): 2536–49. http://dx.doi.org/10.21325/jotags.2019.485.

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Більше джерел

Дисертації з теми "Kapferer's brand identity prism":

1

Enlund, Mathilda, Sofia Koltsida, and Jessica Johansson. "Semiotisk analys på varumärkesidentiteter." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-26375.

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Visuell kommunikation är en stark marknadsföringsstrategi för att exponera ett varumärkes identitet därav är sociala medier är därför en väsentlig marknadsföringsplattform för att förstärka varumärkets distinkta idé om deras identitet. Den visuella interaktionen från varumärket genererar skapandet av tankar, kopplingar och minnesvärda upplevelser för konsumenterna som kommer påverka deras relation till varumärket. Studien granskar därför inledningsvis hur tre modeföretag belyser sina varumärkesidentitet genom sin marknadsföring på Instagram genom en semiotisk analys som studerar tecken av bakomliggande meningar och betydelser. Varumärken som marknadsför sig på sociala medier når en publik som sträcker sig globalt och därför är det essentiellt att distribuera en relevant varumärkeskultur som ska anpassa sig efter varje lands kultur vilket visar sig vara ett område som är en utmaning för varumärken. Därför granskar studien dessutom hur modeföretagens identitet uppfattas av konsumenter utifrån interaktioner och reaktioner via kommentarsfältet. Studiens resultat kopplas samman med Kapferer´s brand identity prism tillsammans med resterande begrepp från teoretiska referensramen.
This research reviews three fashion companies and how they shed light on their brandidentity through their marketing on Instagram. This will be done through a semiotic analysis thatstudies signs of underlying meanings and the study is based on a theoretical frame of reference withKapferer identity prism. The results of the study are linked to Kapferer's brand identity prism togetherwith the remaining concepts from the theoretical frame of reference. The brands are analyzed separately.

2

Hultén, Agnes, and Linnea Granath. "Flaggskeppsbutiker : en studie om användningen av konceptet på massmarknaden." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-12628.

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The purpose of the study was to investigate how brands in the mass market use flagship stores - both from a marketing perspective and a brand perspective. We wanted to study if the brand identity affects whether a brand chooses to establish flagship stores or not. Through previous research, two different models focusing on marketing strategy and brand identity, as well as empirical material obtained from semistructured interviews, we have analyzed this. The method used was qualitative and the study was done with a cross-sectional design. The study included seven respondents, all of whom are store managers from flagship stores in Gothenburg.The results clearly show what role the brand identity has for a flagship store and what common features can be identified between the flagship stores in Gothenburg. Our study answers how flagship stores are used on the mass market, the important role of a good marketing strategy and states that a flagship store is a very useful method.
Syftet med studien var att undersöka hur varumärken på massmarknaden använder flaggskeppsbutiker - både ur ett marknadsföringsperspektiv och ett varumärkesperspektiv. Vi ville studera om varumärkesidentiteten påverkar huruvida ett varumärke väljer att etablera flaggskeppsbutiker. Genom tidigare forskning, två olika modeller med fokus på marknadsföringsstrategi och varumärkesidentitet samt empiriskt material inhämtat från semistrukturerade intervjuer, har vi analyserat detta. Metoden som användes var kvalitativ och studien gjordes med en tvärsnittsdesign. I studien deltog sju respondenter, varav alla är butikschefer från flaggskeppsbutiker i Göteborg.Resultaten visar tydligt vilken roll varumärkesidentiteten har för en flaggskeppsbutik och vilka gemensamma drag som kan tydas mellan de flaggskeppsbutiker som finns i Göteborg. Vår studie besvarar hur flaggskeppsbutiker används på massmarknaden, hur viktigt det är med en bra marknadsföringsstrategi, samt fastställer att en flaggskeppsbutik är en väl användbar metod för detta.

3

Rocha, Lígia Cristina Castanheira. "A brand Identity for the Parish of Nossa Senhora de Fátima (in Lisbon)." Master's thesis, NSBE - UNL, 2013. http://hdl.handle.net/10362/11666.

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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
This field lab was inspired by the project Our km2 of the Gulbenkian Foundation, which goal is to have a positive impact in its locality, the parish of Nossa Senhora de Fátima (NSF). The aim of this work is to create a brand identity for the parish in order to be developed into activities that engage its residents with the place and with each other. The challenge is that this parish can be divided in two ditinct areas – Avenidas Novas and the Bairro de Santos ao Rêgo. Furthermore, this parish will join São Sebastião da Pedreira and become a new parish named Avenidas Novas. I addressed this case by applying brand management concepts and methods to a place branding context. More specifically, I performed a brand identity model – Kapferer’s identity prism. Supported by an analysis of the place’s history and its evolution, and information gathered in interviews to several entities acting in the parish and to its residents, I conclude that the essence of the parish is versatility and culture.

4

Hultman, Emma, Sylvio Hardy Razafimandimbison, and Ramin Nazem. "Aligning Brand Identity with Brand Image : An evaluation of a proposed method." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26776.

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Branding and the management of brands has become a highly prioritized aspect for com-panies to maintain lasting competitive advantage and to provide meaning to consumption. Therefore companies have adopted an inside-out approach in order to manage their brand. The challenge with an inside-out approach is to align the internal brand identity,what brands communicate, with the external brand image, what consumers perceive. Therefore two questions are crucial to answer; how does the brand want to be perceived and how is the brand actually perceived? There is a risk that gaps occur in the communication of the brand, and these gaps are crucial to monitor and prevent for effective brand management. This paper proposes a method on how to measure and align brand identity and brand im-age, based on existing theories and models regarding brand management. The method is evaluated through a case study, where the difference between Happy Plugs’ brand identity and brand image is analyzed. The method was designed using Kapferer’s Brand Pyramid and Brand Identity Prism. Both qualitative and quantitative data is used to examine how wide the gap between Happy Plugs’ brand identity and brand image is. The Happy Plugs brand is solely used as a tool to apply the designed method and evaluate the validity of it. The findings show that a gap in brand identity and brand image does occur, at higher levels of the brand pyramid, or brand identity. The results from the case study indicate that the designed model is an effective tool in identifying and measuring possible gaps, and is a use-ful approach for companies who wish to align their brand identity with brand image.

5

Gallegos, Wallgren Sofia, and Thea Petersen. "Den alkoholfria cocktailbaren : En kvalitativ och kvantitativ studie om förhållandet mellan Juiceverkets varumärkesidentitet och image." Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-29365.

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För ett framgångsrikt varumärke är det viktigt att konsumenterna ser på företaget på samma sätt som företaget ser på sig själv. Det vill säga att ett företags identitet stämmer överens med företagets image. Om identitet och image faller långt ifrån varandra kan problem uppstå för företaget och det blir svårare att reparera sin image (Kapferer, 2005). När en ny juicebar intog den svenska marknaden med ett annorlunda koncept som alkoholfri cocktailbar ställdes identitet och image mot varandra. Med hjälp av Stuart Halls teori om encoding/decoding, Kapferers Brand Identity Prism och associationsteorier undersöktes Juiceverkets image och identitet. Det visade sig att det existerar ett gap mellan dem. Vissa delar av identiteten stämde överens med mottagarnas image av företaget, medan andra delar inte gjorde det. Ett gap existerar mellan mottagarnas image av företaget som fokus på hälsa, medan företaget menar att de inte är ett hälsoföretag. Mottagarna tolkar också företaget som trendigt och modernt medan Juiceverket menar att de undviker att följa trender. Kanske den största skillnaden i gapet mellan Juiceverkets identitet och image står i företagets identifiering av sig själva som en alkoholfri cocktailbar, medan mottagarna beskriver företaget som en trendig juicebar med hälsofokus.

6

Smith, Daniel Robert. "Jack Wills : a sociological study of elite group sociality and identity through the prism of a brand-name corporation." Thesis, University of Exeter, 2013. http://hdl.handle.net/10871/15035.

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The Jack Wills brand and the name Jack Wills has become synonymous with an elite group identity in British society, namely the 18-24 demographic of the ‘upper-middle classes’. This group – wealthy, privately educated and attending a Russell Group university – are the subject of this thesis, specifically those involved in the co-ordination and lifestyle events of the Jack Wills brand. This study tracks and distils the identity and sociality of this social group through the prism of the Jack Wills brand’s corporate activity, a role that I outline to be central to the group’s social networking and cohesion through convivial pursuits and lifestyle events. This, I show, creates an elite core group who become the face of the brand; their life being the life-style element that the corporation sells to their consumers. Central to this thesis is the distinction between this elite, core-group of persons that become the basis of Jack Wills advertised lifestyle and those who purchase the product at market. The distinction I make is between a gift and commodity economy where, on the one hand, gifts develop intricate friendships and lasting social ties amongst a small few as an elite segment of the group and commodities, on the other hand, develop a residual role and make those purchasing the clothes an aspirational group. The name of the corporation comes to stand for the name of the group. And this name contains a contradiction; that of the gift and the commodity as the aspired and the aspirational persons, respectively. This contradiction is explored and dubbed ‘the dialectic of gentry’. Tracing this contradiction at the heart of the brand and the gentry group Jack Wills’s target, the thesis traces the value of the brand through ethnographic investigation: What type of economic object is a brand? Arguing it is what anthropologists call ‘inalienable wealth/valuables’, I claim the social group’s elite identity arises through the gifts and patronage the Jack Wills brand supplies them as they withhold these valuables from wider circulation and, therein, the value of the brand is manifested and given its elite stature. Bolstered by ethnographic material I attempt to demonstrate that the Jack Wills brand embodies the aspirational core of elite British identity and aids in the reformation of this elite group in the face of globalising pressures and new forms of sociality mediated by branded goods.

7

Magnusson, Charlie, Apelqvist Emelie Carlsson, and Theodor Göthberg. "The use of branding Strategies within Swedish Craft Brewing." Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48886.

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Branding strategies is an important theme in business research. The purpose of the study was to explore how the growing industry of craft brewing are using branding strategies in order to strengthen their brand. The study was based on the theory of Kapferer’s brand identity prism and Keller’s Brand Equity model. The method used to gather data was interviews with several breweries spread across Sweden that were then analyzed using thematic data analysis. The findings show that craft brewer are using branding strategies to a large extent, however, not all the elements of the models are included in their strategy. The findings suggest that the reason for this is that the craft brewing industry is unique due to co-opetition and the nation’s strict regulations on marketing of alcohol. Organizations can use these findings to strengthen their brand as well as get a general understanding of how the industry is using branding strategies. This can be beneficial for newly established craft breweries or breweries that desire a stronger brand.

8

Bergqvist, Rasmus, and Alexander Falck. "Is There More To Merchandise Than Making Money? : A comparative study of Scandinavian football clubs describing how they build Brand Equity through merchandise." Thesis, Linnaeus University, Linnaeus School of Business and Economics, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-6606.

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Authors: Alexander Falck, 86-05-24, Economic program

Rasmus Bergqvist, 84-11-08, Marketing program

Course: International Marketing Strategy, 4FE02E (AF) and 4FE00E (RB)

Tutor: Anders PehrssonExaminer: Anders PehrssonTitle: Is There More to Merchandise Than Making Money? A comparative study of Scandinavian football clubs describing how they build Brand Equity through merchandise.

Background and problem discussion: Merchandise is one part of the product that a football club offers. Kapferer‟s (2008) Brand Identity Prism should be useful to map the relationship between product and Brand Equity. Merchandise attractiveness can affect consumers‟ perception regarding the product quality of the whole club. As little have been written regarding how Scandinavian football clubs use their products to build their Brand Equity we saw a relevance of further searching in to this subject.

Research question: How do Scandinavian football clubs use merchandise to build the club Brand Equity?

Purpose: The purpose is to identify what differences and similarities Scandinavian football clubs have in their development of fan merchandise and presenting successful methods to build Brand Equity, in terms of the percental contribution to the club‟s total turnover and the merchandise turnover contribution from each attending supporter.

Methodology: To study the subject thoroughly the study used in this thesis is qualitative. We have chosen to conduct a multiple case study with semi-structured interviews and content analysis of the physical artefacts, merchandise. Five Scandinavian football clubs took part in this research.

Findings: The Brand Equity component that the clubs are trying to affect the most through merchandise is brand association. Perceived quality and brand awareness are secondary focuses for the clubs to affect while brand loyalty couldn‟t be seen in this thesis.

Keywords: Brand, Brand Association, Brand Awareness, Brand Equity, Brand Identity Prism, Culture, Merchandise, Perceived Quality, Personality, Physique, Relationship

9

Johnsson, Robert, Sebastian Lovas, and Pedro Talavera. "Konsten att positionera sig : En studie om festivalers identitet, positionering och om kunders relation till festivalers märkesidentitet." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-40136.

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The purpose of this study is to examine what characterizes brand identity and positioning regarding festivals on the current Swedish festival market. In relation to our purpose we are also going to analyze how festival attendees relate to a festivals brand identity. Our research question is as follows: What characterizes festivals brand identity and positioning on the current Swedish festival market? This study has been written with a qualitative research method and an inductive approach. Our empirical foundation is built on a rich content based on personal interviews. We interviewed in total 17 people who all have vast knowledge in our field of study. Five of our respondents have great knowledge within the festival business while the other 12 are experienced festival attendees. In our final chapter we present our conclusions that we have reached through our analysis of the empirical materials that we have weighed against theoretical framework. The conclusions we have reached are that the festivals are dependent on their core values which is a part of their brand identity, that in turn defines their positioning on the market. Festivals also need to offer added value in order to attract new customer and to maintain their current relationship to their customers.

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Pereira, Paula Fernanda Prado. "Prisma de Identidade de Marca: perspectiva para evolução do modelo." Pontifícia Universidade Católica de São Paulo, 2017. https://tede2.pucsp.br/handle/handle/20099.

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Made available in DSpace on 2017-05-15T16:27:19Z (GMT). No. of bitstreams: 1 Paula Fernanda Prado Pereira.pdf: 6244201 bytes, checksum: 7df9346bce1b9b3c2b12c68c5bc80f9c (MD5) Previous issue date: 2017-04-06
Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES
The Brand Identity Prism is an analysis tool that was created by Jean-Noël Kapferer in 1991, and since then, consists of a very important tool for organizations. Since its creation, it has never been remodeled; and, faced with a scenario in which social media has increased its importance in developing digital marketing strategies, there was this theoretical gap. Therefore, this thesis "Brand Identity Prism: perspective for a model evolution", aims to: contribute academically to advances in digital marketing theories, expanding the knowledge to the formation of more solid strategies and provide practical suggestions to managers of digital marketing departments in the fashion industry, but also to other market segments. To achieve the proposed objectives, the literature review regarding this tool was carried out, as well as accessories concepts: Lovemarks and virtual brand communities. The research methodology used was the qualitative kind, with single case study research strategy, which was through the study of a French origin fashion brand, "Repetto Paris". The results showed that it is possible to suggest an advance in the current model of the Prism, given the reality in which the organizations are, of intense competition and of an increasing need of communication and relationship with the consumers via social media platforms
O Prisma de Identidade de Marca é uma ferramenta de análise que foi criada por Jean-Noël Kapferer em 1991, e, desde então, consiste em um instrumento de grande importância para as organizações. A contar de sua elaboração, não passou por mudanças; e, diante de um cenário no qual a gestão da marca nas plataformas de redes sociais tem aumentado sua importância na elaboração de estratégias de marketing digital, observou-se esta lacuna teórica. Por isso, a presente tese “Prisma de Identidade de Marca: perspectiva para evolução do modelo”, tem por objetivos: contribuir academicamente para avanços nas teorias de marketing digital, ampliando o conhecimento para a formação de estratégias mais sólidas, bem como fornecer sugestões práticas aos gestores de departamentos de marketing digital no setor de moda, mas também aos demais segmentos de mercado. Para atingir os objetivos propostos, foi realizada a revisão da literatura no que se refere a esta ferramenta, assim como os conceitos complementares: Lovemarks e Comunidades Virtuais de Marca. A metodologia de pesquisa utilizada foi do tipo qualitativa, com estratégia de investigação de estudo de caso único, que se deu por meio do estudo da marca de moda de origem francesa, “Repetto Paris”. Os resultados encontrados demonstraram que é possível sugerir um avanço no modelo atual do Prisma, considerando-se a realidade na qual as organizações se encontram, de intensa concorrência e de necessidade cada vez maior de comunicação e relacionamento com os consumidores via plataformas de redes sociais

Частини книг з теми "Kapferer's brand identity prism":

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Anderson, Eric. "Kapferer’s Prism and the Shifting Ground of Brand Identity." In Social Media Marketing, 141–64. Berlin, Heidelberg: Springer Berlin Heidelberg, 2010. http://dx.doi.org/10.1007/978-3-642-13299-5_8.

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Bhattacharya, Subhajit, Rohit Vishal Kumar, and Anindya Dutta. "Exploring Kapferer's Brand Identity Prism Applicability in Indian Political Marketing Aspect With Special Focus to Youth Voters." In Brand Culture and Identity, 288–303. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7116-2.ch017.

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India demographic pattern is changing so fast with the growth of youth segment. it is true that today youth generation of Indian are not interested in politics or in casting the votes. There may be a possible reason the political parties are not able to understand the requirements of the Indian youth segment. This research article is a sincere attempt to study the political brand perception and political brand selection behaviour of Indian youth with the empirical data. RIDIT approach is being used to analyse the empirical data. The results of this present study have depicted a deep insights of Indian political branding aspect from the voice of the Indian youth voters'.

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Bhattacharya, Subhajit, Rohit Vishal Kumar, and Anindya Dutta. "Exploring Kapferer's Brand Identity Prism Applicability in Indian Political Marketing Aspect With Special Focus to Youth Voters." In Start-Up Enterprises and Contemporary Innovation Strategies in the Global Marketplace, 136–52. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-4831-7.ch010.

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India demographic pattern is changing so fast with the growth of youth segment. it is true that today youth generation of Indian are not interested in politics or in casting the votes. There may be a possible reason the political parties are not able to understand the requirements of the Indian youth segment. This research article is a sincere attempt to study the political brand perception and political brand selection behaviour of Indian youth with the empirical data. RIDIT approach is being used to analyse the empirical data. The results of this present study have depicted a deep insights of Indian political branding aspect from the voice of the Indian youth voters'.

4

Veselinova, Elena, and Marija Gogova Samonikov. "Evaluating the Brand With Radical Transparency." In Brand Culture and Identity, 85–112. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7116-2.ch006.

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The justification of all the theoretical knowledge in this book is verified through the evaluation of the brand, which is analyzed in this chapter. Gradually, we fully complete the concept: from idea to evaluation of the brand. The valuation of the brand through radical transparency is elaborated through several variants: the brand equity as a measure of the value of the brand, financial approaches to valuation of brands, integration of finance and marketing through the “best practice” approach for brand evaluation and the brand value chain. Thus, we conclude the efforts for the understanding, application and assessment of the brand equity as a source of competitive advantage through the prism of radical transparency.