Brand Identity Prism

FASHION BRAND MANAGEMENT ASSIGNMENT ON BRAND IDENTITY PRISM OF “YOUR OWN BRAND”

NATIONAL INSTITUE OF FASHION TECHNOLOGY, HYDERABAD

SUBMITTED TO: MR. ANNAJI SARMA SUBMITTED BY: AKRITI SINGHAL MFM-3RD SEM ROLL NO: 2

CONTENTS S.NO

PARTICULARS

1

BRAND IDENTITY

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KAPFERER BRAND IDENTITY PRISM

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BRAND IDENTITY/ BRAND IMAGE

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BRIEF OF THE BRAND  VISION AND VALUES  NAME OF THE BRAND  LOGO  LOGO ANALYSIS  TAGLINE  4 P’S  STP  USP  BRAND IDENTITY PRISM  COMPETITORS TWO SELECTED BRANDS  SOCH  FABINDIA

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8

SOCH  INTRODUCTION  CONCEPT  BRAND IDENTITY PRISM FABINDIA  ABOUT THE COMPANY  VISION & MISSION  VALUES AND GUIDING PRINCIPLES  MARKETING OUTLOOK  4 P’S  BRAND IDENTITY PRISM COMPARISON

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ANALYSIS

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CONCLUSION

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REFENCES

6

7

BRAND IDENTITY A company's brand identity is how that business wants to be perceived by consumers. The components of the brand (name, logo, tone, tagline, and typeface) are created by the business to reflect the value the company is trying to bring to the market and to appeal to its customers.

KAPFERER BRAND IDENTITY PRISM INTRODUCTION What would come to your mind when you think about a luxury car? The first thing that will come to your mind is mind-blowing speed and incredible performance. That is true essence of brand identity. Big brands have developed innovative and unique ideas that have worked effectively to reach out to their customers. The story of a successful brand identity is based on people’s interests and preferences. But, in the absence of a significant and transparent identity, a brand will never be able to stand tall in this highly competitive market. To understand this concept better, you should learn about the Kapferer’s Brand Identity Prism. THE ESSENCE OF KAPFERER BRAND IDENTITY If you are on your way to develop a brand identity then you have to know about Kapferer’s Brand Identity Prism. In 1996, Jean-Noel Kapferer, the professor of marketing strategy at a popular management school in France, had introduced the Brand Identity Prism in his book, “Strategic Brand Management”. In the introduction, the professor had highlighted six key elements that are considered as very effective tools for building brand identity. If you are trying to develop your brand’s identity, you must know that it is your customers’ experience with your brand and its history that determine the way your customers’ think about your brand. Moreover, customers will attentively look for some clues about what your brand is mostly known for. However, these clues are represented within Kapferer’s six section of prism: 

Physique

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Personality

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Culture

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Relationship

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Reflection

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Self-image

Kapferer mentioned that these features would only come in effect when a brand will communicate with consumers. According to the professor, a brand will be considered strong if it

is capable of incorporating all features into an effective effort to avail a concise, transparent and appealing brand identity. In this article, we will cast light into those six aspects introduced by Kapferer.

1. Physique The basic of your brand’s identity will be determined by its “Physique”. The physical characteristics and the primary objective of your product or service create some specific images, ideas and emotions among the consumers. For example, the physique of products made by Apple is a slim and aesthetic design that gives the brand a unique identification. For another instance, the American express is assembled with a physique of high class and excellent standards. To understand the physique of your brand, look at them and try to understand what do the products or service under your brand look like? What kind of perception and emotions do they promote for your brand? And, are those portraits and emotions meet the standard that you want for your brand? These are all about the physique of your product or service within your brand. These are such kinds of features that can mount up your brand value within a very short span of time. 2. Personality Here the term “personality” stands for the character of the brand. By making contacts with consumers in some specific ways, organizations try to make consumers’ realize that they have actually constituted an individual with a certain character that always speak to them. However, organizations become enable to do so only when they incorporate a specific style of writing, using specific color and design. For example, if a brand endorsing an ambassador for

any product or service, the character of the ambassador must be depicted as familiar with the product or service, so that the endorsement can convey a significant meaning. 3. Culture The culture of the brand establishes link between brand organizations. Many companies are clearly depicting the country of their origin. For instance, the soft drink giant Coca-Cola always highlights the value of America; the country of its origin. The luxury carmaker Mercedes-Benz always appeals to German value and the Citroen highlights the French value. It has been seen that, several brands are benefited by the fact they are considering as originated in consumer home nation. Professor Kapferer has given an example by saying that, American brand “Mars”, the candy bar manufacturer, makes Dutch people feel that the company is from their home land. 4. Relationship Here the term “Relationship” signifies the relationship between the customers’ and the brand. A brand can symbolize some specific relationship between two people, such as mother and child, bond of two friends, teacher and student, etc. To highlight the aspect, a brand manager is highly required for an organization who can present the idea of depicting a relationship in a wellprocessed manner. For example, the luxury carmaker Lexus clearly sets its class apart from MBW by providing its customers a red carpet treatment. The true aspect of relationship is more significant for the service brand than the product brand. 5. Reflection This aspect signifies the reference direct to the stereotypical consumer of the brand. If you think of the term of “Reflection”, you can take the example of Coca-Cola that basically targets the consumer aged between 15 to 18 and they promotes the values such as sporty, fun and friendship, when their actual target is much broader. In his book, professor Kapferer stated that there is no requirement to hire a brand manager to make a significant reflection of the actual group in their advertisement campaign, but rather they should present a group that can appeal to the entire member to the target group. 6. Self-image The term “Self-image” stands for a mirror held by the targeted group itself. For example, a driver who used to drive a Porsche can easily indulge in a thought that he is a rich man, as he can afford such a high-class expensive car. When a company develops its brand identity, the brand manager should take such facts into account. We can take another example of Lacoste, as researchers have found that consumers of the brand always love to consider themselves as members of a sports club.

BRAND IDENTIY V/S BRAND IMAGE

NEED, WANT AND DEMAND The women segment currently account for 87% of the total ethnic wear market at the INR. 54.425 crores. The opportunities thrown up by ethnic/ wedding market in India are tremendous. Owing to the religious and cultural diversity of India, a wide range of occasion are celebrated when consumer tend to purchase ethnic wear. Entrepreneurs looking at investing in ethnic wear market have an immense capacity as organized retailers are offering franchise opportunity to partner with them. Many brands like Manyavar are offering a good 30% return on investment to franchisees. The big fat Indian wedding industry, cultural and religious occasions are the key reasons contributing to the growth of Indian ethnic wear market. From small to big towns, the market is growing fast. The category, which has been favourite with the old people in India, is now becoming popular among the youth as well. Modern retailers, especially large format retailer are ramping up their expansion plans across metros tier-1 and tier-11 cities. This will contribute significantly to the growth of Indian ethnic wear market.

BRIEF OF THE BRAND  The brand will be for Women’s Indian bridal and Ethnic wear  They offer Lehengas, Sarees, Kurtis, unstitched & stitched suits and ready made blouses  The brand focuses on designing and fabricating clothing line that could complement the modern and urban woman of today’s world and that could praise her achievements and accomplishments at home, work, and the leisure  Highly dedicated and passionate to make stylish and unique designer wear for women of all age groups, all the clothing and apparel offered by the brand adheres to the top notch and superior quality standards and meticulous and intricate attention to detail

VISION AND VALUES  The vision of the company is to become most wanted company of the Indian wear offering exclusive variety to women with a wide range and abundance of sizes and cuts ideal for the Indian body  The values of the brand cover transparency drive for efficiency, capability, adaptability and more. Offering products at extremely decent prices.

NAME OF THE BRAND  In the name “PR. Akriti” Akriti signifies shape , form and figure while when the two name combines that means Prakriti which means natural processes will be incorporated in near future.  This name creates a desire to be a leader, to pioneer new undertakings, and to try new ideas in practical, creative endeavors that provide an outlet for versatility and imagination.  With this name the company promises to provide different silhouettes that are suitable for the Indian women according to their body type and sizes.

LOGO

Be appealingly beautiful

LOGO ANALYSIS  COLOR SIGNIFICATIONS GREEN: Growth And Vitality, Reliability, Down To Earth, Kind And Loyal Red: Passion, Love, Desire, and Strength Black: Power, Sexuality, Sophistication, Elegance  Black line at the top signifies the kind of stability that the business will have in the form of quality, services that will be provided to the customer  The exclamation mark implies “playfulness” .The thought process involved in generating the designs and making it unique and best for its customers in all possible ways.  The font type is broad and bold i.e. it’ll grab the attention from far.

TAGLINE “Be Appealingly Beautiful”  The tagline comprises of : Be+ Appealingly+ Beautiful Where, Appealing means attractive or interesting and, Beautiful means pleasant and kind  The tagline signifies that women should look attractive by being properly dressed in the attire that perfectly suits her body shape and size  Hence, we provide the best silhouettes in the Indian Dresses accordingly making them look elegant and attractive at the same time.

THE 4 P’S • • • •

PRODUCT Lehengas Sarees Kurtis (Stitched & Unstitched) Readymade Blouses

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PRICE Lehengas (1,999/- to 25,000/-) Sarees (699/- to 15,000/-) Kurtis (499/- to 10,000/-) Readymade blouses (299/- to 5,000/-)

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PLACE First outlet will be opened in Abu Lane area of Meerut City (Uttar Pradesh)

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PROMOTION Newspaper Advertisements Hoardings Social media( Facebook, Instagram page) Online website Messages and mail sent to customers.

“STP” OF THE BRAND

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SEGEMENTING Set up in Northern India Target Female who are mainly office going or married or both To bring confidence in every women that they can look attractive in any body form Style based

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POSITIONING Ethnic brand for the fashion conscious, contemporary, independent women Mid to premium range strategy Innovation being the prime strategy

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USP OF THE COMPANY  Better merchandise  Reasonable prices  Great ambience  Personalizes service  Quick fashion turnaround

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TARGETING Contemporary Indian Women between 21-50 years, hailing from middle to upper class

FUTURE SENARIOS In terms of expansion of business currently two aspects are there that will be taken consideration of. These are:  Expanding the business will include expansion in terms of technology. Some natural processes like use of natural colors, hand embroideries, different weaving practices will be incorporated. Some artisans will be hired who will work for the company. This will be in coordination with the name of the brand that is Prakriti (When PR and Akriti are combined together).  Initially one Mortar store will be opened and then after some time the success of the store online retailing will be started.

BRAND IDENTITY PRISM OF BRAND “PR. AKRITI”

COMPETITORS  Jashn  Biba  Neeru’s  Kalanjali  Fab India  Chhabra’s 555  Soch

TWO BRANDS TO CROSS CHECK THE BRAND IDENTITY OF THE BRAND “PR. AKRITI” To check the brand identity of the brand lets take two brand which are already established in the same category:  Soch  Fabindia

A. SOCH INTRODUCTION Soch is a brand of contemporary Indian women. They offer Sarees, Kurtas, Kurtis, Unstitched Suits and Ready Made Blouses. Their garments and fabrics are handpicked from Mumbai, Delhi, Calcutta, Banaras, Jaipur, Mysore and Kancheepuram. They blend traditional fabrics of country such as Cotton, Silk, Khadi etc with modern designs and create fashion clothing for today’s women. They have 53 exclusive retail showrooms in Tier1 and Tier 2 cities in country.

Fashioned and made up from a vast array of simply magnificent and exquisite handpicked long lasting fabrics and material including chiffons, cottons, silks, crepes, brocades, voiles or blends sourced from different locations from all around the country covering Delhi, Mumbai, Mysore, Calcutta, Jaipur, Kancheepuram, Banaras, and more, the brand proffers an exclusive and

amazing collection of Indian wear ideal to be worn at almost every occasion.

CONCEPT The concept is derived from the Brand name itselfToday’s modern woman + soch = Today’s Soch for Today’s Woman! PERSONALITY TRAITS OF TODAYS WOMEN  Independent  Has her own opinions  Takes care of her personality  Wants to look beautiful  Has aims and aspirations  Part of decision making

BRAND IDENTITY PRISM OF BRAND “SOCH”

B. FABINDIA ABOUT THE COMPANY Fabindia is India's largest private platform for products that are made from traditional techniques, skills and hand-based processes. Fabindia links over 55,000 craft based rural producers to modern urban markets, thereby creating a base for skilled, sustainable rural employment, and preserving India's traditional handicrafts in the process. Fabindia's products are natural, craft based, contemporary, and affordable.

THE VISION “At Fabindia we celebrate India, and Endeavour to bring all that we love about India to customers around the world.”

THE MISSION We will harness the transformative power of a well-run business committed to profitable growth in support of Fabindia’s Vision. We will strengthen and support our community of customers, designers, artisans, farmers, makers and entrepreneurs inspired by India. We will give our customers products that delight them by interpreting our rich heritage and traditional knowledge, while protecting the natural environment.

VALUES & GUIDING PRINCIPLES To remain true to our company’s history and our founder’s original Vision: "In addition to making profits, our aims are constant development of new products, a fair, equitable and helpful relationship with our producers, and the maintenance of quality on which our reputation rests." – John Bissell To ensure that we delight our customers with our products and service, and always make them feel that they are getting great value for their money. To design, make and sell products with intrinsic worth that comes from the original designs, knowledge, care and skill with which these are made. To be true to our commitment and history as an ethical and trust-worthy brand promoting a stake-holder based community model of inclusive capitalism. To constantly share our Vision with our employees, suppliers, business associates and customers, so that we collectively ensure that all our actions are in service of our Vision, Mission and Guiding Principles.

The Company

FabIndia

Business Description

Fabindia is India's largest private platform for products that are made from traditional techniques, skills and hand-based processes

Business Segments

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•

• Revenues

The company operates through three segments – Fabindia stores, Wholesale Exports, and Institutional Sales Fabindia’s first retail store opened in New Delhi in 1976. Today, Fabindia has 141 retail stores across India and 1 store each in Dubai, Nepal and Italy. The product range consists of garments for men, women, children and infants; garment accessories; home furnishings – bed, bath, table and kitchen linen, upholstery fabric, curtains, floor coverings and a range of non textile products like furniture, lights, lamps and stationery. In addition to handcrafted clothing and home furnishings, Fabindia’s product line includes organic foods and Personal care products. Fabindia exports to over 33 countries worldwide, to wholesalers as well as retailers. Products include home linens as well as garments.

350 Cr – 500 cr(as its privately held hence exact numbers were not available)

Staffing Marketing Focus

Fab India’s marketing strategies are focused on the company’s basic philosophy that there was a need for a vehicle for marketing the vast and diverse craft traditions of India and thereby help fulfill the need to provide and sustain employment.

Retail Strategy Focus Competitors

Clothing: Very little competition from organized sector, primary competition is from small regional boutique players such as Kilol, Anokhi, Cottons Organic Food and Furniture: Several organized chains such as Godrej’s Nature Basket in food. Primarily unorganized sector in Furniture

THE FAB INDIA MARKETING OUTLOOK USP:  Quality of the fabric and the cultivated image of ‘Indianness’  Does not follow any customer acquisition strategy: focuses on customer retention  Key element: word of mouth publicity (Zero advertising except print ads during promotions)

4 P’S

BRAND IDENTITY PRISM OF “FABINDIA”

COMPARISON

ASPECTS

PR. AKRITI

SOCH

FABINDIA

PHYSIQUE

-High quality, fashion -Stylish And Unique and trends, Designer Wear For -Total look for Women women.

PERSONALITY

-Elegant -Sophisticated -Down To Earth -Reliable -Passionate

RELATIONSHIP -Customized advice -Emotional -Close to women

-Traditional techniques -skilled and hand based processes

-Highly dedicated and -Traditional crafts passionate and knowledge

-praise her -Emotional achievements and -Healthy Accomplishments at home, work, and the leisure.

CULTURE

-Fashion, -Sophistication -Innovative -Simplicity

-Magnificent Exquisite

REFLECTION

-Fashion-conscious Women -Traditional -Independent

-Fashion Conscious Independent

-She should embrace her body and should embrace everything about herself

-Her thoughts are as -“Women of Today” beautiful as her -“ A delighted clothes. customer is our -Beauty inside and brand Ambassador” outside.

SELF-IMAGE

And -No discounts & sales -Customer retention

-Premium prices -Environmental friendly -Contemporary affordable

&

ANALYSIS Considering all the aspects and the details of the brands listed above, namely Akriti, Soch and Fabindia. It is evident that that some of the details of the new brand “PR. Akriti” are in favor of the identity that it will have in coming time as compared with the already existing brand. While some of them has to looked upon and can be improved at certain level. So in detail the different aspects of the Kapferer’s brand identity model are described below: a) Physique: All the three brands are women based and follow fashion and uniqueness. FabInida has an USP in terms if physique that it provides clothing which evolves skilled techniques and hand based processes. Therefore, the physical characteristic of the product are correctly defined in the case of brand “PR. Akriti.” The services and the products exactly look like product of high fashion and quality and are for women. These feature and attributes can mount up to the brand value within a short span of time. b) Personality: The common attribute in all the aspects is passionate. Passion is something that is required for every business to perish. “PR. Akriti” brand is down to earth in terms of the prices it offers and reliable. Reliable here means that the consumer can rely upon the quality, fit and the type of the products that the brand offers. In the terms of personality Fabindia differs in the concept of traditional craft and knowledge. These characteristics directly define the character of the brand. c) Relationship: Here the term “Relationship” signifies the relationship between the customers’ and the brand. The entire three brands constitute to emotional relationship with their customers. “PR. Akriti” brand portrays emotional relation with their customer as it work upon making their customer looks beautiful in whatever size or shape they are. The entire three brands appreciate the achievements and accomplishment of women and also consider their health to be their responsibility. d) Culture: The culture of the brand establishes link between brand organizations. The culture of all the three brands is extremely beautiful and delicate. But in FabIndia customer retention and no discounts idea give another way to look towards the culture of the brand. One can aim toward building more customer loyalty and to maintain the standards and values of the ethics, the practice of saying no to discounts can be followed up. e) Reflection: This aspect signifies the reference direct to the stereotypical consumer of the brand. Fashion conscious is the type of consumer that is reflected through the brand image. Independent is another image that is reflected of the women being targeted by the brands stated above. Affordable price is also to be considered when we think about these brands as they target the medium class of the society. Environmentally friendly image is something that is associated with Fabindia only.

f) Self-image: The term “Self-image” stands for a mirror held by the targeted group itself. When a company develops its brand identity, the brand manager should take such facts into account. “She should embrace her body and should embrace everything about herself” is the self image of the brand “PR. Akriti” which depicts that they work for the women to make her feel more beautiful and confident. To make them feel beautiful from inside and outside both and they focus upon the women of today who is independent and traditional.

CONCLUSION “Strong brands are capable of weaving all aspects into an effective order to create a concise, clear and appealing brand identity.” -Jean-Noel Kapferer

Brand identity prism enables brand managers to assess the strengths and weakness of their brands using the aspects of the prism. It also helps to find the way of creating the brand loyalty and financial values. Therefore, in this case what can be added to the identity of the brand is the environmental aspect as we saw in the case of Fabindia. Some sort of traditional techniques and hand based processes can be involved that give advantage to the brand in terms of an additional point on the USP of the brand and also to the customer in terms if the healthy benefits that they get from the quality of the fabric that they wear. The brand should have a USP that differentiate it from other brands and make it stand out from other brands. Such kind of quality like that of Fabindia will make the brand reflect information about different crafts and techniques used in India and will makes the customers more aware of the work put in for their fabric and helps them with their association with brand FabIndia. The brand also should focus on customer retention to grab more loyal customers. The main point to be considered is that the motivating factor for the customer is quality and consistency of product and the service

REFERENCES  MSG Management Study Guide. (n.d.). Retrieved September 27, 2016, from http://www.managementstudyguide.com/identity-vs-image.htm  Soch Brand Presentation. (n.d.). Retrieved September 25, 2016, https://www.scribd.com/presentation/233158995/Soch-Brand-Presentation  FabIndia - SlideShare. (n.d.). Retrieved http://www.slideshare.net/ParvathiOm/fabindia

September

 About the company. (n.d.). Retrieved September 27, 2016, from http://www.fabindia.com/pages/about-us/pgid-1124038.aspx

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2016,

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