BRAND IDENTITY PRISM

In his so-called Brand Identity Prism, Jean-Noël Kapferer identifies six aspectsof brand
identity: (1) physique, (2) personality, (3) culture, (4) relationship, (5)reflection and (6) self-
image
These six aspects are divided over two dimensions:
a. The constructed source vs. the constructed receiver : a well-presented brand has to
be able to be seen as a person (constructed source : physique and personality) and
also as the stereotypical user (constructed receiver : reflection and self-image).
b. Externalisation vs. internalisation: a brand has social aspects that define its external
expression (externalisation : physique, relationship and reflection) and aspects that
are incorporated into the brand itself (internalisation : personality, culture and self-
image).
Kapferer states that these aspects can only come to life when the brand communicates with
the consumer. Strong brands are, according to Kapferer, capable of weaving all aspects into
an effective whole, as a way of coming to a concise, clear and appealing brand identity. We
will go into the six aspects in detail below.

 Physique: this is the set of the brand’s physical features, which are evoked in
people’s minds when the brand name is mentioned. Kapferer states that this aspect
has to be considered the basis of the brand. Key questions regarding this aspect are:
what does the brand look like? What can a consumer do with it in terms of
functionality? And how can it be recognized? It is al-so important to have a clear
flagship product representing the brand’s over-all qualities
  Personality: the brand’s character. By communicating with consumers in a certain
way, these can be given the feeling that all brand-related communication actually
constitutes a person with specific character traits speaking to them. This can be
realized by using a specific style of writing, using specific design features, and using
specific colours schemes
 Culture: the system of values and basic principles on which a brand has to base its
behaviour (products and communication). Culture is the direct link between brand
and organisation. Many associations in this area are linked to the country of origin.
Brand managers should have the brand's culture resonate in as many customer
contacts as possible.
 Relationship: a brand can symbolise a certain relationship between people (between
mother and child, for example, in the case of Blue Band margarine). This aspect
requires a brand manager to express the relationship his/her brand stands for. Lexus
clearly differentiates itself from BMW, for ex-ample, by almost literally giving its
customers the red carpet treatment. The relationship aspect is perhaps even more
important for service brands than for product brands, as a service is, by definition, a
relationship.
 Reflection (of the consumer): this aspect makes reference to the stereotype user of
the brand, and is the source for identification. Kapferer states that there is no need
for brand managers to make a realistic reflection of the actual target group in their
(image) campaigns, but rather present a group/person that will appeal to the
members of the target group.
 Self-image: the mirror the target group holds up to itself. A Porsche driver, for
example, who thinks others will think he is rich because he can afford such a flash
car. When developing a brand identity, brand managers should take this dimension
into account. Insight into the underlying intrinsic drivers of consumers can give a
brand a real boost. If these insights are present, advertising can draw on them.
Another example is provided by the brand Lacoste. Research has shown that Lacoste
users see themselves as members of a sporty club; even if they do not actively play
any sports. Without this knowledge, Lacoste would never have been able to create
its current image on the basis of its brand identity.
The Brand Identity Prism enables brand managers to assess the strengths and weaknesses
of their brand using the six aspects of this prism.
BRAND IDENTITY PRISM OF SYL

PHYSIQUE PERSONALLITY
 A historical & sophisticated
luxury brand with French chic  successful
aesthetic and fashion-forward  aristocratic
design concept  powerful
 YSL logo
 Black eco friendly packaging
 Innovative store design concept

RELATIONSHIP CULTURE
RELATIONSHIP CULTURE
 Represent fashion  High end fashion
aware upper  Luxury with a youth test
classwealthy young  Quality leather goods
individuals delicate
to creativity and
agility

REFLECTION
REFLECTION SELF IMAGE
SELF-IMAGE
 Youth centric design  stylish
 Luxury  unique
 independent
 fashion trend creator

COMMUNICATION MIX
The communications mix in marketing comprises of the various ways that a company can
communicate with its customers. Because marketing communications is of utmost
importance in today’s day and age, the communications mix and the marketing vehicles
used within it are also important to marketing.

As can be seen from the concepts of marketing there were initially various different
concepts which were used when manufacturing first started. They were the production
concept, the sales concept etc.However, slowly but surely we moved on to implement
the marketing concept and today we generally use the customer concept in the market.
The key principle behind the marketing concept is that we should add value to
our products so that the customer will automatically buy our products above that of
competition. However, how will the customer know that we have value added products?
This is the job of the Marcomm department and hence the communications mix is needed.

Generally when a company makes a marketing communications plan, it combines multiple

SALES PROMOTION

Sales promotion relates to an activity that acts as incentive for consumers to purchase a
product; a strategy in which sales can be enhanced .Saint Laurent doesn’t operates in
regards to sales operations. Instead there is a wide price variance within their products .The
brand offers diversity within its products; pursuing a culture collection, ready to wear
collection in addition to their beauty products. “Consumers are now broadening their retail
scope, and mixing top-end designer pieces with mid – market and value garments”
Presenting a broad range of products means the brand is more accessible to a larger
consumer base.
Personal selling is a process of persuading a customer to purchase a product or service.
Saint Laurent Paris invests heavily in its retail network. The brand has grasped the
understanding of being a high end brand.

ADVERTISING

Advertising is a form of nono-personal communication that is paid for. It is regularly used by

During the re brand heavily invested in advertising to inform consumers of the new brand
aesthetics. In which several black and white images of indie rock stars and models were
released in reaction to this. The 2012 figures released by business of fashion explains how
Saint Laurent Paris spent the most on advertising in comparison to their rivals and 7% of its
sales revenue were dedicated to this.

DIRECT MARKETING

Direct marketing is a way in which the organization can communicate first hand with
customers. It avoids depending on marketing channels intermediaries but focuses on
marketing communication instead there is no evidence that Saint Laurent uses this method
of marketing. Although from being a small luxury brand it would be an opportunity to
foresee. It may not be cost effective, but it can improve the value of the brand to the
customers.

The term social media relates to website and applications that allow users to participate in
social networking .Saint Laurent Paris doesn’t focus in using a particular platform to engage
with its customers. Instagram and Pinterest are the two main platforms which they uses to
display their campaigns and new collection online.

PUBLIC RELATION

Public relation plays an important role within the promotional mix. This is because it is
planned and established the relationship between organization and its target consumers.

Celebrity endorsement is a form of marketing that involves using people in the public eye to
promote the brand virally. Designers often lend products to celebrities to wear at high
profile events ,for example the Grammys over the years the red carpets has showcased
many of Yves Saint Laurent garments. Recent examples include : Kate Moss, Cara Delevinge
and Alexa Chung. Dressing celebrities at high profile events creates free use of media
coverage, which can counteract as an advantage for the brand .