Reflection

PHYSIQUE:

“This is the set of the brand’s physical features, which are evoked in people’s minds when the brand name is mentioned. Kapferer states that this aspect has to be considered the basis of the brand. Key questions regarding this aspect are: what does the brand look like? What can a consumer do with it in terms of functionality? And how can it be recognized? It is also important to have a clear flagship product representing the brand’s overall qualities.”

The physiques of Cote d’Or are its particular colors: mostly black and red, used on the packaging and every campaign but also the elephant used as a symbol of the brand. Ii represents the strength, the memory and the character of the chocolate. Another element is the preserved intense taste of the cocoa that Cote d’Or wants to communicate on.

PERSONALITY:

The brand’s character. By communicating with consumers in a certain way, these can be given the feeling that all brand-related communication actually constitutes a person with specific character traits speaking to them. This can be realized by using a specific style of writing, using specific design features, and using specific colours schemes, for example. Endorsements in the shape of persons recommending a brand can literally give flesh to a brand’s character.

The personality of Cote D’or is represented by its values such as authenticity and intensity. Both are really present in its communication campaign especially the intensity since Cote d’Or wants to insisted on the good premium raw chocolate due to its engagement with locals producers
The colors of the packaging as well as those from the logo reinforce those values. Cote ‘Or wants to break the code of the classical chocolate tablet by creating one that will only focus on the 5 senses and the chocolate itself, a tablet on a special baking tin without any square.

CULTURE:

The system of values and basic principles on which a brand has to base its behavior (products and communication). Culture is the direct link between brand and organization.
Cote d’Or’s culture is identified by the pleasure of tasting the product, the intensity of the cocoa and the engagement with local producer.

RELATIONSHIP:

A brand can symbolize a certain relationship between people. This aspect requires a brand manager to express the relationship his/her brand stands for. The relationship facet a number of implications for the way the brand acts, delivers and relates to its customers.

Cote d’Or wants to be seen as an expert of the chocolate thus it focus on providing a chocolate with character to create a relationship with people devoted to the pleasure of tasting chocolate. To develop this relationship the brand send different message on its campaign and product. For instance when they create the buzz with “a world without chocolate” they wanted to insist on the importance of the chocolate in our life.

REFLECTION:

This aspect makes reference to the stereotypical user of the brand, and is the source for identification (NB: this idea does not necessarily coincide with the characteristics of the target group). It is how the consumer wishes to be seen and perceived as a result of using the brand.

Cote d’Or’s consumers want to be seen as chocolate expert or at least person knowing what is good. They want to be recognize as person with great taste with a strong ability to differentiate qualitative product one from another. They share a common passion for the chocolate and especially the fact to taste it and its various subtlety and trait/feature.

SELF IMAGE:

The mirror the target group holds up to itself. When developing a brand identity, brand managers should take this dimension into account. Insight into the underlying intrinsic drivers of consumers can give a brand a real boost. If these insights are present, advertising can draw on them. It is the target consumers’ own internal mirror.

Cote d’Or’s inner relationship with the target consumer makes the target consumer feel pleased, and rewarded with a good qualitative chocolate

Julie Marec

Sources:

http://www.eurib.org/fileadmin/user_upload/Documenten/PDF/Identiteit_en_Imago_ENGELS/v_-_Het_Brand-Identity_Prism_model_van_Kapferer__EN_.pdf

Kaferer prism picture: http://brandphantom.blogspot.fr/2013/05/brandecipher-kapferers-brand-identity.html

Final picture: http://img.over-blog-kiwi.com/0/74/59/16/20140218/ob_b116e2_chocolat-cote-d-or-producteurs-cacao.jpg

PHYSIQUE:

The physiques of Milka are its particular colors: Purple and white, used on the packaging and every campaign but also the Milka’s cow used as a symbol of the brand. Another element is the unique and sweet taste of Milka’s, this one of the raisons which they did some cobranding with others brand like Oreo or LU.

PERSONALITY:

The personality of Milka is represented by its values such as tenderness, authenticity, friendliness, joy and humour. The colors as well as the cow emphasis on those values. For instance in some campaign or commercials, the values are brought to the consumer by the use of the cow. She represents the tenderness and joy the chocolate can give to the consumer.

CULTURE:

The system of values and basic principles on which a brand has to base its behavior (products and communication). Culture is the direct link between brand and organization.

Milka’s culture is represented by tenderness, authenticity, and know-how. Milka’s culture is represented by tenderness, authenticity, and know-how. It is also based on the natural aspects with the cow and the Alps.
RELATIONSHIP:

Milka wants to be seen as an authentic brand, that is why it focus is relationship on nature (with the Alps mountain and the animals), tenderness (with the character of the cow) happiness and joy. To build this relationship it offers a broad range of product and focus on what the brand has to offer on the commercials. Moreover with some specific marketing, such as the missing piece, it creates interaction among the brand and customers themselves.

REFLECTION:

Milka’s consumers want to be seen as happy, tender people who care about each others, who share authentic and special experience. To think about the caring mother giving chocolate bar to their children so they share happy moments together. To please their customers with new moment, the brand developed new product (co branding) like the Philadelphia chocolate cream cheese, and the chocolate tablet with TUC.

SELF IMAGE:

Milka’s inner relationship with the target consumer makes the target consumer feel relax, joyful, tender and peaceful. To share authentic and tender moments with their loved ones.

Julie Marec