Posted at 11.28.2018
According to Kapferer's model, the brand individuality prism for Nike jogging shoes has six measurements which are physique, relationship, representation, personality, culture and self-image. First, physique is the physical aspects and the key reason for the brand; tell consumers what the product is, what the merchandise actually will and what the product carries value in the eye of customers (Krishnamurthi 2007). The entire body of Nike running shoes is "sport- jogging" because that is exactly what the jogging shoes being made for. It offers all the tangible things of Nike running shoes including Nike jogging shoes feature, look, color, design and quality which these add prices to buyers as it wears for operating.
The second aspect is relationship. Customers can have a romance with the brand because the brand often require with transfer and exchange between people, particularly in the service and retail sector (Garg 2008). According Kapferer (2008), brands exist on the market because of communication, such as advertising and direct consumer's communication. For our Nike running shoes prism, Nike keeps a good marriage with customers by creating memorable award-winning campaign such as Nike running marathon. Furthermore, Nike sponsors the players (concentrating on individual athlete and their success) as well as sponsors the overall game, like the Olympic game.
The third dimensions is reflection which means how the specific in the intended group of customers identify himself as a person with regards to the brand (Kochhar 2007). Therefore, every brand will try to design the merchandise to meet the need for the targeted customer group as customer representation is a good factor to be a solid brand image, so brands should control their customer representation (Kapferer 2008). In cases like this, customers will be mirrored Nike jogging shoes for dynamic lifestyle, for winning with cool fashion. Over time, Nike use advertising to continue dwelling address our customer reflection, so as a result of shopping for Nike jogging shoes, customers will understand their own personal information to be dynamic and popular and certainly to earn.
The fourth dimension is personality which identifies when brands talks about its product and what kind of person it might be if it were a human being (Krishnamurthi 2007). Brand personality is described by using the features of customer personality which can be immediately related to the brand and it is closely linked with self-image (Slideshare 2009). For our Nike prism, Nike brand personality may be that of comfortable, arrogant, extreme and energetic. Types of person maybe it's are Maria Sharapova and Roger Federer since both of these tennis players possess the personality of self-confident, arrogant, hostile and energetic which these character can represent the Nike brand. Nike gives the attention to a particular sport, such as golf, basketball and golfing (Slideshare 2009).
The fifth dimension is culture which is a set of values that the brand is encouraged or originated from (Kapferer 2008). It can be said that brand is representative of its culture, including communication (Krishnamurthi 2007). For our Nike prism, Nike takes its culture from the American culture. Nike is a global brand that discloses its culture by which symbolizes the American way which is being individual and extreme like JORDAN (Garg 2008). Nike has intense winner attitude that may be related to the North american sport frame of mind. This culture can help Nike in the manner to differentiate Nike from other competing brands, such as Adidas, as the brand culture reveals what worth are included in the Nike products and services. Furthermore, Nike communicates with the people by relating it with social values by developing a provocative attitude by encouraging these to let loose ("Just do it") (Slideshare 2009).
Finally, the sixth dimension is self-image which means how the individual in the targeted group identify the brand with regards to himself which is the internal version of representation (Kapferer 2008). It is a certain frame of mind toward a certain brand. Customer self-image is important as customers are drawn to the brand in which they see their own qualities (Kochhar 2007). For Nike prism, the individual who identifies himself/herself as fun, smart and sport person will buy our Nike running shoes since customers buy shoes matching to their self-image. Nike shoes will have more fashionable jogging shoes somewhat than being only traditional running shoes, potential buyers of Nike jogging will attempt to show themselves too that they are in-fashion, having their own style, as well because they are fit and sport person and feel fun and cool. When they wear Nike jogging shoes, they belong to a popular sport population.
In summary, brand personal information of Nike running shoes can be detailed by six sizes of brand personality prism by Kapferer. Nike running shoes' physique is sport (working) and Nike's interactions are advertising campaign and sponsorship. Customer reflection for Nike are powerful, earning and fashion, whereas, Nike's civilizations are American and "Just do it". Nike's brand personality can be symbolized by Maria Sharapova or Roger Federer and finally Nike's brand images are fun, smart and sport person. Many of these six elements of brand individuality prism help to understand the perceptions of the brand, Nike jogging shoes, in the customer minds which thus help to build a much better brand image and position of the Nike running shoes at a better level.