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Journal Of Advance In Management Marketing

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Yoobi is a stationery brand with its operations based in Australia and the United States.The brand offers the users a variety of products that range from journals, to color crayons, pencils, pens, to desk items and so on (Ciceo 2013). The company takes its corporate social responsibility extremely seriously. Its mission is to provide stationery essentials to various students in Australia and US. It conducts various campaigns to promote its product around the countries. With every purchase made by the user the company donates a considerable amount to the charity.

Kapfer brand identity model

Figure 1: Kapferer`s Brand Identity Prism

(Source: Pich and Dean 2015)

Kapferer believed that the brand should have its own identity and own characteristic as well as belief. The Kapferer Brand Identity Prism elaborates and helps the marketer to give the characteristic, belief and identity to the brand. Identity.

The six components

Brand Physique 

The prism describes that the brand must have a physique. The physique of the brand may be described as the qualities and special features, which a brand contains.  It may the existing features of the brand or the emerging ones. The physique of the brand must explain the physical features of the product and its prototype (Urde 2013). These features are evoked in people`s mind when the brand name is mentioned. This aspect is the primary basis of the brand.

Application of component on Yoobi:

The Yoobi brand, as stated previously provides stationery items for the children as well adult. The brand provides personalized and appealing items. When the brand name is mentioned, a customer might like to describe it as cute and environmental friendly. Hence, it can be said that its attractive appearance is the main feature.

Brand Personality 

A brand has a personality also. When a brand communicates with the society, it tends to build up a character (Bre?i? et al. 2013). The way a brand communicates with its customers is extremely important. These personality characteristics need to be implemented in the minds of the consumers. Very often, the brands rope in famous personalities to uplift the image of the consumers. 


Application of component on Yoobi:

Yoobi has a happy personality. The designs and style of the products have the ability to uplift any customer. Especially designed for children, the brand reflects warmth and innovation. Yoobi is very conscious about the quality of the product and uses goo quality material for its products (Mulder-Nijkamp and Eggink 2013). This feature tends to uplift the image of the brand in the eyes of the consumers and makes Yoobi one of the most favorite brands in both the countries.

Brand Culture 

A brand is developed after a lot of input. This input that is generally applied by the marketers, may have an influence from the different cultural brands that these marketers belong to. The brand needs to be backed by the strong culture, which can form the backbone of the brand. This culture can also help the company in targeting a particular segment. A niche target market can be targeted based on the culture.  Brand culture plays a crucial role in the Kapferer Brand Identity Prism, which helps in differentiation of brands.

Application of component on Yoobi

Yoobi has based its products on the culture of Australia as well as culture of America. Its designs reflect the thinking of the countries and are based on the requirements of the different consumers in the given countries. The culture of the brand reflects the lifestyle and values of the consumers in the sense that they appreciate good quality products. It also reflects their commitment and design preferences.


Brands are the basis of the transactions that take place between the various people and this is particularly applicable in cases the product of the brand is a service (Urde and Greyser 2016). The consumer would like to build a relationship with the brand, which would last long and enable the marketers to provide better services to the consumer. The relationship built with the consumers is extremely necessary for the producers as well.

Application of component on Yoobi

The brand reflects social responsibility. It has a mission of providing better equipments to the various customers and in order to fulfill a mission it indulges in various kinds of services. The relationship reflected but the brand is that of commitment and responsibility. It tends to personalize the products in order to gain customer confidence. 


Reflection can be described as the customer perception of the brand. It gives the consumer view of the brand and describes what the consumers think about it. When the customer view is taken on, a certain product they tend to give their views like that brand is for younger crowd or it is for old folks (Malik and Sudhakar 2014).  This reflection of the brand goes a long way in determining purchase behavior.

Application of component on Yoobi

Yoobi is generally considered a brand for children. They provide school supplies and are generally perceived in that notion. However, the brand is also for the stationery lovers. Whenever the brand is mentioned, any consumer will feel that is a designed product for the customers who are fond of creative writing or for those who like enjoy having attractive stationery.  

Self Image 

The self-image of any brand describes the target audience of the brand. It describes the target market and explains their attitude towards the product or the brand that they like to purchase. This attitude of the consumer towards the brand describes the inner relationship that the brand makes with one self.

Application of component on Yoobi

The brand Yoobi has reflected itself as a social and interactive brand (Yoobi 2018). It can be generally for people who have an artistic or writer within them.



Bre?i?, R., Filipovi?, J., Gorton, M., Ognjanov, G., Stojanovi?, Ž. and White, J., 2013. A qualitative approach to understanding brand image in an international context: Insights from Croatia and Serbia. International Marketing Review, 30(4), pp.275-296.

Ciceo, A., 2013. Exploring Kapferer’s Brand Identity Prism Applicability in Theatre. International Journal of Advances in Management and Economics, 2(2), pp.18-22.

Malik, A. and Sudhakar, B.D., 2014. Brand positioning through celebrity Endorsement-A review contribution to brand literature. International Review of Management and Marketing, 4(4), p.259.

Mulder-Nijkamp, M. and Eggink, W., 2013. Brand value by design: the use of three levels of recognition in design.

Pich, C. and Dean, D., 2015. Political branding: sense of identity or identity crisis? An investigation of the transfer potential of the brand identity prism to the UK Conservative Party. Journal of Marketing Management, 31(11-12), pp.1353-1378.

Urde, M. and Greyser, S.A., 2016. The corporate brand identity and reputation matrix–The case of the nobel prize. Journal of Brand Management, 23(1), pp.89-117.

Urde, M., 2013. The corporate brand identity matrix. Journal of Brand Management, 20(9), pp.742-761.

Yoobi. ,2018. Yoobi | Kids Stationery & Fun Office Supplies That Give Back. [online] Available at: [Accessed 11 Jan. 2018].


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