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A Perspective on the Application of Kapferer's Brand Identity Prism in the Branding Process of Hearing Aid Retail Companies

Author

Listed:
  • Florian Ross

    (Kap�svar University, Doctoral School in Management and Organizational Sciences, Guba S�ndor u. 40, 7400 Kap�svar, Hungary Author-2-Name: Author-2-Workplace-Name: Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

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.

Suggested Citation

  • Florian Ross, 2020. "A Perspective on the Application of Kapferer's Brand Identity Prism in the Branding Process of Hearing Aid Retail Companies," GATR Journals jmmr249, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr249
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    More about this item

    Keywords

    Branding; Marketing; Hearing Healthcare; Kapferer�s brand identity prism;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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