Several market research questionnaires over the years ask some basic question about a brand / product. These questions may be like “if xyz brand was a person, who would you compare him with”, “if xyz brand was a person, what would its age be”, “is XYZ brand aggressive, warm, humble” etc
Thus these questions compare a brand to a person. The brand identity prism therefore applies human traits to a brand to recognize what consumers actually think of the brand. The brand identity prism, as the name suggests comes in the form a prism with 6 different traits at each end of the prism. These 6 traits are
1) Physique – Physique is the basis of the brand. It may include product features, symbols and attributes.
2) Personality – Personality defines what personality will the brand assume if it were a person. Personality includes character and attitude.
3) Culture – Culture takes a holistic view of the organization, its origins and the values it stands for.
4) Relationship – The strength of the relationship between the brand and the customer. It may represent beliefs and associations in the human world.
5) Reflection – What does the brand represent in the customers mind or rather the customer mindset as reflected on the brand
6) Self image – How does the customer see himself when compared to the brand. Example – A customer might see himself capable or incapable of buying a BMW car.
Below is a detailed brand identity prism for the brand Pepsi
Pepsi’s brand identity has transformed over the years, but primarily it has remained as a youthful brand which empowers people to enjoy their youth. The external and internal indicators of Brand Identity have been modified many times. Its logo, trademark, etc have undergone many changes over time but the distinct identity of Pepsi has been maintained. We also see a consistency in brand positioning for Pepsi as a Youth oriented brand. Its tagline in India “YEH HAI YOUNGISTAN MERI JAAN” exemplifies that essence. Pepsi’s brand identity using Kapferer’s Identity prism is as follows
Sources of Brand Equity
Pepsi’s primary sources of brand equity are derived from its unique name with an American connotation to it. It’s logo, a sphere with 3 different colors aids brand recall. The brand endorsers over the years, starting from Shahrukh khan, Sachin Tendulkar to Ranbir Kapoor, M.S Dhoni have been a major source of equity for the brand. The brand has always looked for young faces in order to relate with its youth target audience . Pepsi also drives it equity from its rival coke (which is the market leader with nearly 70% market share) as its only global competitor primarily through creative advertising and communication strategy.
Another source of Pepsi’s Brand Equity is the huge consumer base of more than 200 million across the world. Pepsico’s Indian Subsidiary is trying to follow on its footsteps and is planning to tap the next 1 billion consumers at the bottom of the pyramid with its exclusive offerings like Iron chusti and Gluco+ . Its innovative Campaigns are also a predominant source of Pepsi’s Brand Equity in India.
Several campaigns like “Youngistaan ka Wow” targeted at Youth and celebrating their audacious self belief, thus bringing the brand closer to its Customers, ‘The Game’, a series of five gaming-based television films developed specially for the ongoing IPL season, “Change the Game” and “First Ball ka Kaptan” considering the cricket world cup and T-20 world cup have been successful in leveraging the love for the game and reinforce the association of the game with Pepsi. The CSR activities of the company also generate a lot of Brand equity, It’s the only soft drink manufacturer with a positive water balance in India. Pepsi’s wide Product Portfolio helps in increasing the depth and Breadth of Brand Awareness.
Article contributed by
IMT – Ghaziabad