Brands identity

Did you know? Greek yogurt was 1% of the market in 2007 it is more than 35% today!

A true phenomenon grabbed the yogurt which is both smooth and low fat, helped by various institutional campaigns on nutrition worldwide. France is not concerned yet by this phenomenon; we know that the population has already for a long time integrated the yogurt in the eating habits contrary to the Americans. The brand analysis will therefore focus primarily on the United States where people are becoming more health conscious.

This page will present how comes the prism of identity Kapferer in the main brands on the Greek yogurt market through their traditional and digital communication. We are going to analyze 3 brands : Chobani, Danon and Yoplait. 

Let’s start with the youngest leader brand !  

Chobani, the modern american dream

Created in 2006, in 3 years, Chobani is shaking 2 leaders on the american market : Danon and Yoplait, and becoming the leader on the greek yogurt market with 40% of the market share. Since 2012, Chobani has decided to head off to Europe. 1st step: Great Britain.

Symbolic of the brand

A real dichotomy divise the brand: on the one hand modernity and on the other hand  authenticity related a traditional know-how. However, Chobani has combined both by associating Greek yogurt made with simple ingredients according to tradition to an active lifestyle where you eat snacks because we do not always have time to enjoy a good meal.

How this modernity is symbolized ?

       Selection of Chobani advertisings

Chobani sponsored the USA Olympic team
Chobani is using Twitter and the ashtag and selected few one for ads. 
Chobani has open website are even invited to submit their Cobani “love stories”….video clips, 
photos, recipes or anything that displays their love for the Greek yogurt.

Why? Because satisfied customers are the best spokespeople !

The Chobani identity prism of Kapferer

Monira Meziani

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Danonn, the Giant of Yoghurt

    Created in 1919, Danonn has quickly become the world leader on the Yoghurt market.

Today, Danonn sells 130 yoghurt pots per second in the world. 

    With 26% of the American market against 40% for Chobani, Danonn strongly intends to catch up the American dreamer on the European market.

First, by launching in 2014 a greek yoghurt called Danio. There is no reference to Greek yoghurt since a patent was deposited on this umbrella by Fage, stating a Greek yoghurt can only be produced in Greece. Danonn has also launched in Bulgaria in June a Greek yoghurt exclusively for Men, symbolized by a black cup.

                     Danio, coming soon in 2014

                        

Symbolic of the brand

    Historically, Danone became famous with its plain yoghurt, a product which had previously been sold in pharmacies as natural medication. 

That is where Danonn's health image originated, and it is now revived by the creation of Danone Foundation.

Danonn's image is made of a duality: Danette cream dessert signifies hedonism, pleasure and opulence. Oikos Greek yoghurt signifies Health & well-being.

The original Danonn plain yoghurt

Identity prism of Kapferer

The best way to put a brand identity in a nutshell is certainly an Identity prism:

Cécile Vendeville

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Yoplait and the Kapferer prism 

In class we went trough the Kapferer identity prism as a tool to understand a product or service. It has 6 key dimensions. For Greek yoghurt, the physical dimension relates to the basis of the brand, physical features. What can a consumer do with it as functionality? The answer is that it is a tasty, healthy pot of high-protein yoghurt. Yoplait needs to say that they are making this product in a recognizable and differentiating fashion. The second dimension is personality. Yoplait did mention their personality with Lisa Kudrow in one of their commercials 1, and they can  communicate their personality in how they speak to their customers. Culture is the direct link between brand and the organization. Yoplait uses fresh and vibrant art on their pots. This can be used to symbolize freshness and healthiness which the brand bases its product and communication.

Brand identity prism

The fort dimension relates to relationship. This is perhaps more important for services than products. It is not clear now how Yoplaits Greek yoghurt differentiates themselves from other brands. However, one way to look at it, is that the relationship between the brand and the customer is "health and quality". This is what the brand provides in the relationship with the customer. Reflection is the consumers perception of what the brand stands for. The Greek yoghurt attracts not only youth, but men viewing protein as important, but also mothers purchasing food for the family, as well as active people. One can also present a group or person that will appeal to members of the target group. The last dimension is self-image. This is the mirror the target group holds to itself 2 . People who purchase the Greek yoghurt will may think of themselves as more healthy than other and more concerned with quality. One needs to understand the underlying characteristics of why people want to purchase something. Advertising can draw upon self-image. For instance, if you purchase Yoplait, you have purchased the best type of yogurt there is.

Patrice Geffroy

1: http://www.youtube.com/watch?v=uHCEWuMVEFE
2: http://www.eurib.org/fileadmin/user_upload/Documenten/PDF/Identiteit_en_Imago_ENGELS/v_-_Het_Brand-Identity_Prism_model_van_Kapferer__EN_.pdf