COMPARATIVE ANALYSIS OF MERCEDES vs BMW

BASED ONBrand Identity Prism

(Kapferer)BY

SUMIT MUKHERJEE

SHASANK SHARMA

PRITHWIRAJ SANYAL

SIBASISH BANERJEE

HARSHANKIT

BIPLAB DAS

SANDIP PAL

KAPFERER represents brand identity diagrammatically as a six-sided prism as shown below:

Internalisation

Externalisation

Constructed Source/Sender

Constructed Receiver

• Physique according to him is the basis of the brand. – E.G. the physique of Philips is “technology and reliability” while for the

brand Tata it is “trust”

• Personality is same as Aaker, it answers the question “what happens to this brand when it becomes a person?”

• Culture symbolizes the organization, its country-of-origin and the values it stands for.– E.G. traditional brands like balsara, dabur and zandu.

• Relationship is the handshake between consumer and the organisation. – E.G. the relationship with “safola” is safety.

• Reflection is the consumer’s perception for what the brands stands for. – E.G. coke’s image more attract youth.

• Self-image is what the consumer think of himself.– E.G. benz Car owner think that since he has bought the car he is

treating himself to one of the best car in the world.

Let us understand the model in detail…

What is a Brand???

“ A Brand is a complex symbol. It is the intangible sum of a product’s

attributes, its name, packaging and price, its history, reputation, and

the way it’s advertised. A brand is also defined by consumer’s

impression of people who use it, as well as their own experience ”

- David Ogilvy

Now let us look at how Brand Experience is differentiated…

Brand Experience are of Two types

Brand Experience

External Internal

The External Brand Experience include

• Name• Logo• Advertising• Brand Identity• Environments• Products & Service

The Internal Brand Experience include

• Business Process• Customer Relations• Brand Values• Training• Quality• Staff Motivation• Recruitment Policies• Technology etc..

Now let us look at the Brand Identity Prism based on Kapferer model and the 6 key dimensions in it

Internalisation

Externalisation

Constructed Source

Constructed Receiver

-Business Process -Customer Relations -Brand Values -Training-Quality -Staff Motivation-Recruitment Policies -Technology etc..

-Name -Logo-Advertising -Brand Identity-Environments -Products & Service

• Physical– Product features, symbols & attributes

• Personality– Character & attitude

• Relationship– Beliefs & association

• Culture– Set of Values

• Reflection– Customer’s view of the brand

• Self-Image– Internal mirror of customer as user of brand

Now let us do a Comparative analysis through Kapferer’s Prism model

Two aspects of Brand Identity

Sender Receiver

Physique Personality Reflection Self-Image

Kapferer means what the central

purpose of the brand is (that is what the

brand does)

Kapferer means the soul of the brand

Kapferer means how the individual in the

targeted group identify himself as a person in relation to

the brand

Kapferer means how the individual in the

targeted group identify the brand in relation to himself

Two dimensions are still left to be explained in the prism, the Relationship and the Culture

The Relationship is, according to Kapferer, externalizing the brand from the company outwards, and the culture is an aid for internalizing the brand in the organization and in to the conscious of the customer

The Culture is, according to Kapferer, the strongest dimension in the prism. It represents the difference between one brand and another

Now let us look at the prism of Mercedes and BMW

MERCEDES

Picture of Sender

Picture of Receiver

PersonalityPERFECTIONIST, SOPHISTICATED,

DEPENDABLE

PhysiqueNAME, 3 POINTED

STAR,PREMIUM, BUILD QUALITY

RelationshipBATCH OF SUCCESS

CultureGERMAN ENGINEERING

Internalization

Externalization

ReflectionRICH & FAMOUS

Self ImageSUCCESSFUL OWNER

BRAND ESSENCE : ENGINEERING PERFECTION

BMW

Picture of Sender

Picture of Receiver

PersonalityYOUNG, EXCITING,

PASSIONATE, SPORTY

PhysiqueNAME, PROPELLER,

PREMIUM

RelationshipPLEASURE MACHINE

CultureGERMAN

PERFORMANCE

Internalization

Externalization

ReflectionRICH AND FAMOUS

Self ImageDRIVER, CAR LOVER

BRAND ESSENCE : THE THRILL OF DRIVING

MERCEDES

Picture of Sender

Picture of Receiver

PersonalityPerfectionist, sophisticated, Dependable

PhysiqueName, 3 Pointed star, Premium,

Build Quality

RelationshipBatch Of Success

CultureGerman

Engineering,

Internalization

Externalization Reflection

Rich And FamousSelf Image

Successful Owner

BMW

Picture of Sender

Picture of Receiver

PhysiqueName, Propeller,

Premium Internalization

Externalization

PersonalityYoung , Exciting ,

Passionate, Sporty

RelationshipPleasure Machine Culture

German Performance,

ReflectionRich and Famous

Self ImageDriver , Car lover

Comparative Analysis