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

Florian Ross ()
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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:

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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 (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Pages: 6
Date: 2020-09-30
New Economics Papers: this item is included in nep-ipr
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Published in Journal of Management and Marketing Review, Volume 5, Issue3

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