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.
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 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.
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.
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.
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.
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.
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.
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.
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.
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.
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: https://yoobi.com/ [Accessed 11 Jan. 2018].
To export a reference to this article please select a referencing stye below:
My Assignment Help. (2019). Journal Of Advance In Management Marketing. Retrieved from https://myassignmenthelp.com/free-samples/journal-of-advance-in-management-marketing.
"Journal Of Advance In Management Marketing." My Assignment Help, 2019, https://myassignmenthelp.com/free-samples/journal-of-advance-in-management-marketing.
My Assignment Help (2019) Journal Of Advance In Management Marketing [Online]. Available from: https://myassignmenthelp.com/free-samples/journal-of-advance-in-management-marketing
[Accessed 20 January 2021].
My Assignment Help. 'Journal Of Advance In Management Marketing' (My Assignment Help, 2019) <https://myassignmenthelp.com/free-samples/journal-of-advance-in-management-marketing> accessed 20 January 2021.
My Assignment Help. Journal Of Advance In Management Marketing [Internet]. My Assignment Help. 2019 [cited 20 January 2021]. Available from: https://myassignmenthelp.com/free-samples/journal-of-advance-in-management-marketing.
MyAssignmenthelp.com has appointed best assignment experts who are wizards of words. Our writers know every trick of crafting high quality write-ups within a short period. With years of experiences, we have become one of the most prolific assignment help services in the USA. We deliver custom-made help to students with writing different types of assignments. We guarantee total need-based and timely service, and this is why increasing numbers of students prefer to buy assignment online.
Answer: Introduction: This report is going to discuss about the methodology that is described by Terry Cooke-Davies in the book Aspect of Complexity. The main objective of this report is to discuss about the parametric estimation in non-engineering fields (Brockwell & Schlemm, 2013). Parametric estimate is calculated by calculating the time and cost required per unit. The approaches that are estimated with the parametric model will ...
Read MoreAnswer 1. The major social responsibility issue associated with Producto International (PI) is the production and distribution of unsafe and unhealthy products. The scenario reveals that Betel, which is one of the products produced and distributed by PI, has negative health consequences. For example, the case reveals that Myron was learning more about the betel nut, he came across the different reports that implicate betel to oral cancer and o...
Read MoreAnswer Professional practice in teaching sector Introduction: The report emphasises on the major features of teaching methods and learning in further education and skills sectors. Further education (FE) involves any course or study that is different from secondary education and it is not a part of higher studies (Gleeson et al. 2015). It is a course, degree or qualification that is offered in universities or other academic institutes. Th...
Read MoreAnswer: Part 1: The Protagonist According to the personality test, my personality trait is a protagonist with greater alignments of assertiveness and judging. Although there are other individual traits like extraversion, intuition, and feeling, they contribute less to the personality type. Ideally, people who are considered protagonists have different characteristics. First, protagonists have a sense of curiosity either natural or insti...
Read MoreAnswer: Introduction: The evidence is stated as the type of exhibitor material, which is represented prior to the court's jurisdiction or else prior to any different panel authorization in order to hear as well as determine a subject matter. The method of showing facts generally plays a significant role in order to determine a concerned matter. In spite of the importance that is attached to it, various bodies consisting the children hav...
Read MoreJust share requirement and get customized Solution.
Orders
Overall Rating
Experts
Our writers make sure that all orders are submitted, prior to the deadline.
Using reliable plagiarism detection software, Turnitin.com.We only provide customized 100 percent original papers.
Feel free to contact our assignment writing services any time via phone, email or live chat. If you are unable to calculate word count online, ask our customer executives.
Our writers can provide you professional writing assistance on any subject at any level.
Our best price guarantee ensures that the features we offer cannot be matched by any of the competitors.
Get all your documents checked for plagiarism or duplicacy with us.
Get different kinds of essays typed in minutes with clicks.
Calculate your semester grades and cumulative GPa with our GPA Calculator.
Balance any chemical equation in minutes just by entering the formula.
Calculate the number of words and number of pages of all your academic documents.
Our Mission Client Satisfaction
Overall Feedback from lecture: This a good piece of work. Clearly there is a very solid foundation here for you to build on and so hopefully the following feedback will help you improve further. Concerning coverage, you have successfully completed ...
Australia
i have ordered this assignment with 6 different copies for me and for my friends, inside this assignment there is an essay writing and grammar questions , i surprised that all grammar questions are different answers but it should be the same answer,...
Australia
WHAT AN FANTASTIC OUTCOME I RECEIVED!! My essay subject was very difficult with many parts! My MAH\'s expert NAILED IT!!!! thanks a million! I WILL BE BACK!
Australia
A very well written post, thank you for the expert who worked on this and look forward to continue working with you on the remaining 40 discussion post yet to come.
Australia