Submitted to Asst. Prof. Aditya UpadhayayBy: Sushant Abraham

BRAND MANAGEMENT

TOPIC: CREATE A HYPOTHETICAL FASHION BRAND, EXPLAIN ITS

IDENTITY THROUGH THE BRAND IDENTITY PRISM

AND DO A COMPARATIVE STUDY OF THE BRAND WITH OTHER 2 WELL-

KNOWN BRANDS IN THE SAMECATEGORY.

BRAND IDENTITY PRISM – AN INTRODUCTION

• Coined by Prof. Jean Noel Kapferer in year 1986 in lieu of brand identity.

• A prism model was designed to make the concept of brand identity vivid.

• The two sides of the prism shows the identity of the brand exposed to the external world and the other side being the internal stimulates the thought of the brand itself.

Physique Personality

RelationshipCulture

Reflection Self-Image

Exte

rnal

izati

on

Internalization

Picture of the sender

Picture of the Receiver

THE BRAND

Target Group: Anyone who wants a sip of Elixir

USP: • Price• Size• Variants And Convenience.

Metal Mantra Inc. PresentsBrain Stew – ‘The Fountain Of Youth’

BRAIN STEW

COMPETITORS• Monster• Red Bull

MONSTER’S BRAND PRISM

PhysiqueAggressive, Iconic Claw Logo, FerociousRelationshipInvolved in Gaming,Music Events

ReflectionCrazy, Dangerous,Extreme

PersonalityExtreme, Sportive,Rebellious

CultureWestern Values,Be Yourself

Self ImageNever Give UpIndependent

Picture of the sender

Picture of the Receiver

Exte

rnal

izat

ion Internalization

RED BULL’S BRAND PRISMPhysique

Eye catching color,Logo that denotes

Energy

RelationshipTrust :

Will give you wings

ReflectionDynamic and

Young

PersonalityFun Energetic,

Creative

CultureSport, Beyond

the limit,

Self ImageDaring, social -

ableaudacious

Exte

rnal

izat

ion Internalization

Physique Red denotes no

tolerance,White is peace and black is for

protest

RelationshipYoung is being wild, Stand for what you fight for –don’t fly

ReflectionPredators,

independent

PersonalityAnarchist,

CultureYoungistanism

Self ImageDaring and Vagabond

InternalizationExte

rnal

izatio

n

BRAIN STEW – ‘THE FOUNTAIN OF YOUTH

BRAIN STEW

THANK YOU