Daisy by Marc Jacobs Mood board

Black & while Company logo

Introduction

Innocence

Brand consistency

Kapferer defines the brand identity prism as the facts that represented and evaluated the brand from sender and receiver's perspectives (Kapferer, 2012). It is a recommended blurprint for marketer to design and define the brand at first place, plus, predicting the optimum responses of customer based on the message well-communicated.

The Brand Identity Prism consists of six facts, which are physique, personality, culture, relationship, reflection, and self image.

Feminine

Sunny

Graceful

This mood board uses Daisy by Marc Jacobs as an example of how the brand answer the prism by identify the internal and external facts about Daisy Perfume.

Scattering of daisies with

rounded gold cap in a bottle

Sweet

Physique---"is both the brand's backbone

and its tangible added value. It has physical

specificities and qualities" (Kapferer, 2012).

Personality---refers to "character,

symolic, and those human personality traits that are relevent for brands" (Kapferer, 2012).

The packaging of the

bottle case surrounded by

bunch of daisies flower

when consumer looking at fragrance category, Daisy could be easily recognize by its unique design bottle with daisies flowers on the top and its on the packaging as well. Moreover, the classic black and white color of the company logo perceived as premuim quality of the product.

Youthful

Daisy perfume could be describe as youthful girl, who is feminine, soft and care; innocence, pure and naive; has positive mind; graceful; always being sweet and lovely.

*Physique

Lovely

*Personality

Share & Gain

Flowery

People tweeting...

Culture---"major brands are not only

driven by a culture but convey their

culture" (Kapferer, 2012).

Relationship---"is built up by

delivering customer's value and service (Kapferer, 2012).

Daily essential

*Relationship

*Culture

Daisy opens up the pop-up tweet shop in NYC, by sending out daisy flowers to pedestrians and encourage them to take photo and hashtag on social media. As the reward of doing so, people would get daisy perfume for free.

Daisy perfumes are consistently deliver a message that their product are made from flowers, and it also communicate that people is good to wear a flowery smell on daily basis. Additionally, Daisy could suits for causal or party purpose.

Pop-up tweet shop

*Self-image

*Reflection

Party uses

Self-image---"targeting consumer's own internal mirror (Kapferer, 2012).

Good to have

Reflection---refers to "customer should be reflected as he/she wishes to be seen as a result of using a brand (Kapferer, 2012).

When customer wears Daisy, they will feel like sweet and pure because the flowery, light and fresh smell. They also see themselves as always young and gain a lot of happiness.

Customer who wears Daisy would wish others to see themselves as a pleasant, charming, super natural and sunny person.

Being young

Conclusion

Sweet

Happiness

Pleasant

Charm

This mood board is analyzing the six facts of Kapferer's brand identity prism, and as can be seen, those facts are one link to other. Thus, it is essential for company design future strategies and monitor the product development accross six facts.

Pure

Super natural & sunny