BRAND IDENTITY PRSIM
What pops in your head when you think about a sports bike? I’m quite sure you would be thinking of power, performance and speed! Well this is true essence of brand identity. Over the years the brands have developed and formulated ideas that effectively to reach out their target audience.
To understand further the JNK model highlighted the 6 elements that are seen as very effective tools for building a brand identity. If you are planning to build your brand identity you must know how your customer interacts with your brand, their experiences, history associated, all of which gives you a picture of how customers perceive your brand. Further customers associate your brand by attentively looking for some hints by which your brand is mostly recognised by.
Brand Identity Prism: The JNK model
The clues included in model are:
Physique: The most central element of your brands identity will be identified by its physique. The physical characteristics and the motive of your product or service create certain images, thoughts and emotions in the minds of the consumers. Eg: the packaging of products made by calcium sandos gives the brand a unique identity. Another eg for the same would be Bajaj pulsar which are known for introducing sleek and sporty look to Indian bikes.
To understand how the physique of your brand fares, one needs to visualise and asses them on parameters of what products or service your brand looks? What kind of emotions are associated and how it is perceived by the target audience.
Personality: It defines the character of your brand. By reaching out to consumers in certain ways, brands educate the consumers that they have actually associated an individual with a certain character that always speak to them.
However, brands were only able to achieve this only after incorporating a specific style, colour, and design. For Eg. If a brand endorsing an ambassador for any product or service, the character of the ambassador must be in tune with that particular product or service, so that the endowment turns out to be meaningful.
Relationship: Relationship between customers and the brand is what we are going to explore in paragraph, the brand can highlight a certain relationship between 2 individuals, such as father and son, bond between a married couple, teacher and his pupil etc. to highlight these aspect a brand manager must be hired in an organisation, so that the message is conveyed efficiently with proper clarity to the consumers.
Eg: Medicare shampoo shows the relationship of a mother and her daughter.
Culture: Many brands have a habit of taking their countries pride while promoting themselves, for eg. Volkswagen boasts about German engineering, whereas Tata salt prides itself as ‘desh ka namak’.
It has been observed many brands have benefitted by the information that they originated in that particular country.
Reflection: Reflection is that aspect that references directly to the stereotypical customer of the brand. For eg. Fogg Deo is targeted for highly excited youths aged between 15-18 years. And they promote the values such as wittiness, sophistication and trendiness. Whereas their actual target market is much broader.
Self image: self image, is an aspect where the targeted group are self aware about the brand, which defines them. For eg. Chivas regal is a whiskey usually associated with the elite class of people and hence the elites only indulge with such brands. When a company formulated the brand identity this self-awareness aspect should also be taken into account.