Global Academy of Training and Research Journal

Share:

HTML |

DOI 10.35609/jmmr.2020.5.3(2)

Reference to this paper should be made as follows: Ross, F. (2020). A Perspective on the Application of Kapferer's Brand Identity Prism in the Branding Process of Hearing Aid Retail Companies, J. Mgt. Mkt. Review, 5(3) 141 – 146. https://doi.org/10.35609/jmmr.2020.5.3(2)

Received: June 15, 2020 | Accepted: September 30, 2020

A Perspective on the Application of Kapferer's Brand Identity Prism in the Branding Process of Hearing Aid Retail Companies
Florian Ross
Kapósvar University, Doctoral School in Management and Organizational Sciences, Guba Sándor u. 40, 7400 Kapósvar, Hungary Abstract

Objective - The aim of this paper is to develop a baseline guide for the branding of hearing aids for use by Hearing Aid Retail Companies.

Methodology/Technique - The individual dimensions of Kapferer's brand identity prism were analyzed and practically applied to the branding process of a Hearing Aid Retail Company.

Findings - Each dimension plays a relevant role in a consistent branding process. The study concludes that Hearing Aid Retail Companies, particularly smaller ones, should focus on branding due to increasing competition to remain competitive in the market.

Novelty - This paper deals with the practical implementation of Kapferer's brand identity prism in the context of Hearing Healthcare. It offers Hearing Healthcare Professionals a framework for the branding process.

Type of Paper - Secondary Article – Editorial / Perspective Piece.

Keywords: Branding; Marketing; Hearing Healthcare; Kapferer´s brand identity prism

JEL Classification: M31, M37

Abbreviation: HARC - Hearing Aid Retail Company

URI: http://gatrenterprise.com/GATRJournals/JMMR/vol5.3_2.html

DOI: https://doi.org/10.35609/jmmr.2020.5.3(2)

Pages 141 – 146

Price: USD 25