Brand Management Assignment 2022

Name of the Student:
Name of the University:
Author’s Note:

BRAND MANAGEMENT1
Table of Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................2
Kapfere Brand Identity Prism......................................................................................................3
Brand Architecture.......................................................................................................................4
Brand Element.............................................................................................................................5
Outrage of Sony Company..........................................................................................................8
Sony’s Corporate Brand............................................................................................................10
Reference.......................................................................................................................................12

BRAND MANAGEMENT2
Introduction
The brand identity is a concept in which the visible elements such as name logo, color
that distinguish and gives identity to a particular band. The audience experience and their
perception determine the identity of a brand. In order to build strong and endure brand identities
the business uses a concept which is famously known as The Kapfere Brand Identity Prism, this
prism makes a clear attempt in order to form a diagram or a map which enables to set out
different varieties of qualities and characteristics which effectively forms a faceted brand, this ois
greatly based upon how the brand image is shaped according to the audience perception and
experience.
Discussion
The concept of brand image differs from brand identity; the key difference is; the brand
image shows the reality today, the perceived image by the consumer but the brand identity shows
how one want to be perceived which is developed by the company. The predominant idea behind
the brand name identity permits the audience to understand and analyze the brands intention and
how effectively it assess in the market and adapt change approaches in order to seek best results.
The key components which impacts a brand identity is personality, culture, physique,
self-image and reflection. Understanding the above mentioned components Kapferer, focused on
identifying six option of a brand identity; it provides an option for deeper inner inspiration which
helps t connect with the consumers.

BRAND MANAGEMENT3
Figure: 1 Kapfere Brand Identity Prism
(Source: Mat Martin. 2019)
A powerful brand name would facilitate the business to from a clear and healthy
relationship and gives a parameter to be solely remembered and recognized (Martin, 2019).
Kapfere Brand Identity Prism
The Kapferer elements are described below:
Personality: A brand has its own personality; by the way of communicating it has built
character. The way in which it communicates with the products shows what kind of person it
will be if it has to be a human. For example: the brand Coca-Cola’s playful and happy persona is