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.
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IKEA is a home products shop with its branches spreading internationally and it is privately possessed. It markets furniture, Bathroom and Kitchen items and accessories in toned packages. IKEA is the world's greatest furniture sellers due to its unique idea of the furniture sold in flat packs, affordability with home assembling by the costumer.
Immense retail experience, product diffentiation and fair prices are the key for IKEA s success. It's the world's most successful multinational stores.
In 37 countries IKEA has 301 stores (31 August 2009). This past year a total of 286 million people visited the IKEA Group's stores surrounding the world, almost all of them in Europe, North America, Asia and Australia.
Its catalogue is imprinted in 118 million copies in 45 editions (23 languages).