Introduction:The dawn of 21st century has changed everythingaround, without sometimes our own realization. The technological growth allaround has grown exponentially from all previous centuries and this means thatcommunication has also seen major strides and leaps towards a more inclusiveand open world. The avenues of reaching out to masses had been always presentbut had never been reimagined in a way it has been done now. Appealing tomasses is the thing from last century, now brand are trying to appeal to muchsmaller groups or even individuals.
This has brought about an essential change in the way a brandtries to communicate and wants to be seen by people. Companies are trying toout increasingly innovative and cunning ways to reach out to their customers tohave a lasting impression and effective relationship. Brand identity and JNKPrism:A brand identity is face of a business and formsa complex relation with the customers. It is everything that the customersperceive the company stands for and crates a consistency and loyalty. The imageprojected to public must be consistent with brand identity. In the year of1992, Professor Jean-Noel Kapferer introduced a model for brand identity. Itshowed six elements to build a brand identity and strengthen it using thetraits.
JNK Prism for MONSTER ENERGYLaunched in 1997 by Hansen’s, itwas same year Red Bull entered US market. Monster always had an energetic andadrenaline boosted, youthful image. They have no television advertisements andrely on some much creative mediums. A strong marketing throughsponsorship of rally drivers like Ken Block, Lewis Hamilton, etc have helpedcreate a passionate identity of extreme sports and rally racers. Withparticipation in snowboarding and mountain biking competitons it has displayeda consistency of dangerous and aggressive and adrenaline rushing personality.
It has broadened its avenue from moto sport to being part of professional bullriding and X-games. Being part of music festivals and EDM music has also helpedbroaden its reach to a fun, loving party loving customer segment. Following isa JNK Prism showing the consistency of Monster Energy brand identity.