Description
The PPT describes on Bajaj's brand identity using different brand identity models and application of KAPFERER’s BRAND IDENTITY PRISM on Bajaj
HUMARA BAJAJ – BRAND IDENTITY
Brand Identity
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Unique set of associations that the brand strategist aspires to create or maintain Represents what the brand wants to stand for Value proposition should involve functional, emotional or self-explicit benefits
History
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Put history here.. Time line wala
BAJAJ EVOLUTION
Bajaj Chetak - 1972
Bajaj Pulsar 150cc - 2001
Bajaj Pulsar 150cc DTSi
Bajaj Pulsar 180
Bajaj XCD 135cc
Bajaj Pulsar 220cc
BRAND IDENTITY MODEL
BRAND IDENTITY
Brand as a product
Brand as an organisation
Brand as a person
Brand as a symbol
BRAND AS A PRODUCT
• Product Scope: Family oriented product • Product Attributes: Focus was on functionalities, robust look • Uses : Positioned for daily use • Users : Middle – aged and elderly people
• Product Scope: Directed towards youth • Product Attributes : Focus is on technology, sporty look • Uses : Positioned for Experience • Users: Youth, Pro-Biking
BRAND AS AN ORGANIZATION
BRAND AS A PERSON
• Personality : Family man, has a 9 to 5 job and a sense of responsibility towards his job and family. • Brand Customer Relationship : Family Brand Humara Bajaj
• Personality :Adventure, excitement
• Brand Customer Relationship: Friendship coupled with innovation
BRAND AS A SYMBOL - LOGO
• Design & color: Had a unique hexagonal logo which became the symbol of trust and belief
• Design & Color :Continued with the hexagonal form and blue color • New Blue Color: Represents precision and stability
• New Design: New logo represents more style and technology, more dynmic insignia
BRAND AS A SYMBOL – Planet Bajaj
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Elephant Design successfully designed and implemented the `Planet Bajaj' interim identity Planet Bajaj identity helped Bajaj showcase its manufacturing strengths in the whole range of two wheeler categories Induction of modern manufacturing technology and infrastructure, high-tech, aggressively styled products in its portfolio, sustained research and development and younger consumers, BAJAJ has undergone a change in its identity
BRAND AS A SYMBOL – A Journey through Ads
KAPFERER’s BRAND IDENTITY PRISM
E Physique x Key product and brand attributes t e r n Relationship a Relationship of l love,friendship i s a t i Reflection o n
Personality
Trait, Lifestyle
Culture
Core values
Self image
Belonging to a club
I n t e r n a l i s a t i o n
ASPECT OF ‘PHYSIQUE’ IN the LOGO – ANALYSIS?
Physique Concentrated more on functionality rather than looks, very little variation in product features. Logo represents a conservative, rigid look Relationship A family brand - Hamara Bajaj.
Personality Family man, has a 9 to 5 job and a sense of responsibility towards his job and family. Sincerity, Competence
Culture (core values) Traditional Indian Values
Reflection Household Commodity Versatile and durable
Self image Responsible, Mature
Physique New technology (incorporation of DTSi), Better models with greater variety in product features. Logo represents a sense of freedom, fast pace, and looking forward.
Relationship Friend, freedom.
Personality Single man, Excitement
Culture (core values) Innovation, Speed, Perfection
Reflection Function meets style. Rugged, masculine, Success.
Self image Ambitious, Daring, Outgoing
RECOMMENDATIONS
?
?
Bajaj should have held on to the HUMARA BAJAJ theme which was left out during the transition phase BAJAJ should have reacted to the changing business environment failing which it eventually had to kill Chetak in 2006
THANK YOU
doc_253787766.pptx
The PPT describes on Bajaj's brand identity using different brand identity models and application of KAPFERER’s BRAND IDENTITY PRISM on Bajaj
HUMARA BAJAJ – BRAND IDENTITY
Brand Identity
?
?
?
Unique set of associations that the brand strategist aspires to create or maintain Represents what the brand wants to stand for Value proposition should involve functional, emotional or self-explicit benefits
History
?
Put history here.. Time line wala
BAJAJ EVOLUTION
Bajaj Chetak - 1972
Bajaj Pulsar 150cc - 2001
Bajaj Pulsar 150cc DTSi
Bajaj Pulsar 180
Bajaj XCD 135cc
Bajaj Pulsar 220cc
BRAND IDENTITY MODEL
BRAND IDENTITY
Brand as a product
Brand as an organisation
Brand as a person
Brand as a symbol
BRAND AS A PRODUCT
• Product Scope: Family oriented product • Product Attributes: Focus was on functionalities, robust look • Uses : Positioned for daily use • Users : Middle – aged and elderly people
• Product Scope: Directed towards youth • Product Attributes : Focus is on technology, sporty look • Uses : Positioned for Experience • Users: Youth, Pro-Biking
BRAND AS AN ORGANIZATION
BRAND AS A PERSON
• Personality : Family man, has a 9 to 5 job and a sense of responsibility towards his job and family. • Brand Customer Relationship : Family Brand Humara Bajaj
• Personality :Adventure, excitement
• Brand Customer Relationship: Friendship coupled with innovation
BRAND AS A SYMBOL - LOGO
• Design & color: Had a unique hexagonal logo which became the symbol of trust and belief
• Design & Color :Continued with the hexagonal form and blue color • New Blue Color: Represents precision and stability
• New Design: New logo represents more style and technology, more dynmic insignia
BRAND AS A SYMBOL – Planet Bajaj
?
?
?
Elephant Design successfully designed and implemented the `Planet Bajaj' interim identity Planet Bajaj identity helped Bajaj showcase its manufacturing strengths in the whole range of two wheeler categories Induction of modern manufacturing technology and infrastructure, high-tech, aggressively styled products in its portfolio, sustained research and development and younger consumers, BAJAJ has undergone a change in its identity
BRAND AS A SYMBOL – A Journey through Ads
KAPFERER’s BRAND IDENTITY PRISM
E Physique x Key product and brand attributes t e r n Relationship a Relationship of l love,friendship i s a t i Reflection o n
Personality
Trait, Lifestyle
Culture
Core values
Self image
Belonging to a club
I n t e r n a l i s a t i o n
ASPECT OF ‘PHYSIQUE’ IN the LOGO – ANALYSIS?
Physique Concentrated more on functionality rather than looks, very little variation in product features. Logo represents a conservative, rigid look Relationship A family brand - Hamara Bajaj.
Personality Family man, has a 9 to 5 job and a sense of responsibility towards his job and family. Sincerity, Competence
Culture (core values) Traditional Indian Values
Reflection Household Commodity Versatile and durable
Self image Responsible, Mature
Physique New technology (incorporation of DTSi), Better models with greater variety in product features. Logo represents a sense of freedom, fast pace, and looking forward.
Relationship Friend, freedom.
Personality Single man, Excitement
Culture (core values) Innovation, Speed, Perfection
Reflection Function meets style. Rugged, masculine, Success.
Self image Ambitious, Daring, Outgoing
RECOMMENDATIONS
?
?
Bajaj should have held on to the HUMARA BAJAJ theme which was left out during the transition phase BAJAJ should have reacted to the changing business environment failing which it eventually had to kill Chetak in 2006
THANK YOU
doc_253787766.pptx