Indian Retail Industry-Pantaloon Retail (India) Ltd. Part VI (ii)

Burnett Model of Brand dimensions

The framework has the brand ‘essence’ at its center. Brand identity is supposed to be strong when there is a strong consistency among the contributing factors. If any of these dimensions is confusing or offering conflicting messages, there is enough possibility that the image in the consumers’ minds would be confusing.

Another model, which also can be used to develop the brand identity, is Kapferer. The dimensions in this framework are physique, personality, relationship, culture, reflection and self image.

Kapferer’s prism of identity

In this framework, physique, here, means something beyond than physical characteristics of the brand and can be compared to the ‘function’ in the previous model. Personality has a straightforward meaning to describe the personalities of the brand. This is a significant dimension in the framework and most significant in the fast moving consumer goods industry. Another factor, culture can refer to the product or the organization connected to the same. The brand must project a culture of effort and commitment towards the success. Relationship is another significant factor which is one of the significant factors in today’s competitive world. As most of the products are bought repeatedly, the consumers are supposed to have long term relationships with the brands. Previously market relationship can be based on unrelated transaction. However now a days there is transit from the transaction to the relationship. Reflection points out to the user type, the band aims at. This does not mean that ‘reflection’ means the target market of any product, rather it points out the consumer would like to be or would aspire to be.

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