Strategic Marketing: Brand Identity Prism of Rolls Royce

The assignment discusses the Brand Identity Prism concept proposed by J. Kapferer and applies it to Rolls Royce, identifying the six characteristics that define the brand's identity. The physical facet, brand culture, brand personality, brand relationships, customer reflection, and customer self-image are analyzed in detail. Additionally, a SWOT analysis is conducted to identify the company's strengths, weaknesses, opportunities, and threats.

STRATEGIC
MARKETING
(FEEDBACK)

BRAND IDENTITY PRISM
It is a concept proposed by J. Kapferer and according to this, brand can be recognised by
way of its characteristics. It is a hexagonal prism defining 6 characteristics of a brand. Rolls
Royce has made use of this to identify these in relation to the company:-
Physical Facet: The watches that will be sold by Rolls Royce in upcoming time will
provide assistance to brand in being known for the luxury products that the brand offers to
public. The watches will tend to create a positive image of company in mind of customers.
Brand Culture: This represents that Rolls Royce has been adopting values and principles
a brand which emphasize upon acting in the interest of community in an eco-friendly manner.
Brand Personality: This reflects that Rolls Royce is a leading global luxury brand which
is perceived in the eyes of the consumer in an elegant manner owing to the luxury watches that
company is looking forward to offer to public.
Brand Relationships: This signifies that every brand has a certain relationship with its
customers. In the same way, Rolls Royce will build effective communication with customers
through social media and other marketing initiatives for sale of luxury watches.
Customer Reflection: Over years the products sold by Rolls Royce have been a symbol
of royalty, luxury, lavishness etc. The watches that the company is looking forward to sell will
continue to maintain this image of the brand.
Customer Self Image: Post the use of cars sold by Rolls Royce, the customers have
always been content, happy and satisfied in terms of fulfilment of their demands. The brand is
looking forward to sell the watches to maintain the same brand position and reputation.

Illustration 1: BRAND IDENTITY PRISM OF ROLLS ROYCE
(Source: Self Generated)
BRAND POSITIONING MAP

SWOT ANALYSIS
STRENGTHS WEAKNESSES
 Brand Position
 Brand Personality
 Brand Association
 Distinctive Brand strategy
 Luxury only limited to cars
 Focus limited to elites
OPPORTUNITIES THREATS
 Enter new product segments such as
watches.
 Invest in R&D to gain knowledge of
latest trends
 Large number of competitors in
luxury market
 Too many substitute products
available
 Adverse economic or political
conditions