Swatch is more than just a colorful plastic wristwatch. The brand has character - a strong identity that is essential for differentiation and customer identification.
But what is brand identity made of?
Kapferer has developed a brand identity prism where he distinguishes a sender and recipient side. In addition, an externalisation and internalisation perspective is included. The 6 identity facets express the tangible and intangible characteristics of the brand and give it a unique legitimacy of values and benefits.
First of all, a brad has physical specificities such as color, form and brand qualities. Physics is the starting point of branding and therefore functions as the brand’s backbone.
A brand has personality, an internal intangible facet. The way in which it speaks of its products o shows what kind of person it would be if it were human.
A brand is a culture. “There is no cult brand without a culture” (Kapferer, 2007, 184). It is the set of values feeding the brand’s inspiration.
A Brand is a relationship. An exterior facet – the way a brand connect to its customers.
A brand is a customer reflection. The target outwards mirror – reflecting the consumer as he or she wishes to be seen as a result of using the brand.
Finally, a brand speaks to our self-image. Reflecting the customer attitude towards the brand. The target internal mirror- customers develop a inner relationship with themselves.
Based on the presented theory, a unique identity prism for Swatch can be developed:
Sources:
Kapferer J.N., 2008, The new strategic brand management, 3. Edition, 182-187
Kapferer J.N., 2008, The new strategic brand management, 3. Edition, 182-187
Joachimthaler ,E., & Aaker, D.A, Havard Business Review, Jan-Feb 1997, http://users.homebase.dk/~kar/Building_brands_without_mass_media.pdf
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