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FASHION B

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PRESENTED BY
DIOTIMA BASU
VISHAKHA SHARMA
MFM SEM-III

OBJECTIVES
TO CREATE A HYPOTHETICAL FASHION BRAND
EXPLAIN ITS IDENTITY THROUGH BRAND IDENTITY PRISM
DO A COMPARATIVE STUDY OF THE BRAND WITH OTHER TWO FASHION
BRANDS

BRAND IDENTITY
Brand

identity was mentioned for the first time in Europe by Kapferer

in1986.

It is the outward expression of the brand including its name, trademark,

communications and visual appearance.

BRAND IDENTITY PRISM

PERSONALITY character & attitude

PHYSIQUE - product features, symbols & attributes
CULTURE set of values
RELATIONSHIP beliefs & association
SELF IMAGE - internal mirror of customer as user of brand
REFLECTION customers view of the brand

HAPPILY UNMARRIED
Established in 2003, the brainchild of Rajat Tuli and Rahul Anand, both post-graduates
from Mudra Institute of Communications, Ahmedabad.

The idea came about with the duo wanting to be in every category that was dull and boring
and inject in it a does of irreverence and fun.

Currently, they have their stores in Delhi-NCR, Kolkata, Mumbai, Chandigarh and they also
sell through their online site www.happilyunmarried.com

PRODUCT CATEGORIES
BAR
APPAREL
PHONE COVERS
HOME ACCESSORIES
BAGS
STATIONERY
UFO UNIDENTIFIED FUNNY OBJECTS

BRAND IDENTITY
Quirky

Funky

Eccentri
Witty
c
Bachelor
Out-of-thebox
Colourfu
Filmy

Rebellio
us

Imaginativ
e

Physiq
Can ue
logo, green ,

E
X
T
E
R
N
A
L
I
S
A
T
I
O
N

yellow and white

colors and the
merchandise

Relationshi
Buypme, if
Buy me, if
you are witty
enough

Reflection
Chilled out,
Carefee, Fun

Personality
Lively, Humorous,
Independent,
Exciting, Off-beat

Culture
Desi hipster,
revolutionary
Millennials

Self Image
Amusing,

Rebellious, Happygo-Lucky

I
N
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E
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N
A
L
I
S
A
T
I
O
N

DAVID AAKER - BRAND IDENTITY

CHUMBAK
FOUNDED IN 2010,

MAKE PRODUCTS WITH

SOME EPIC DESIGN.

THEY HAVE FLAGSHIP STORES IN DELHI AND

BANGALORE

OVER 35 POP UP STORES IN

ACROSS INDIA.

MALLS ALL

PRODUCT CATEGORIES
ACCESSORIES
APPAREL
HOME & DCOR
GIFTING
BAGS

BRAND
IDENTITY
Bohemian
Comical

Creative

Playful

Trendy
Vibrant

Animated

Physique
E
X
T
E
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I
S
A
T
I
O
N

Personality

Owl print, doodle

art, colors and
prints

Exciting, Spirited,
Unique, young,
trendy

Relationship

Culture
Desi urban,
POP Culture

Cordial ,
friendly and
warm
Reflection

Stylish,
creative

Self - Image

Funky, vibrant &

lively

I
N
T
E
R
N
A
L
I
S
A
T
I
O
N

THE IDIOT BOX

www.Theidiotbox.Com is an online seller
of accessories, stationery, decoratives,
posters.

Its designs are inspired from popular

movies, sitcoms, series, characters etc.

THE
IDIOT
BOX

PRODUCT CATEGORY
POSTERS
ACCESSORIES
STATIONERY
BAGS

Brand Identity
Dramatic
Fantasy
Emotion
Fiction
al
Entertai
Inspiring
ning

Physiq
ue Orange
TV logo,
E
X
T
E
R
N
A
L
I
S
A
T
I
O
N

Personality
Exciting, Flashy,
Contemporary

color , merchandise

Culture

Relationshi
p
TH E
IDIOT
BOX

Reflection
Representative
of the genre

Generation Y,
opinionistic,
Followers

Self Image Fan

Biggest

I
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COMPARATIVE STUDY
THE
IDIOT
BOX

Factors

Happily
Unmarried

Chumbak

The Idiot Box

Target Market

20- 35, People who

are young, rebellious
and independent,
College Goers, Office
Goers

16-25 years young,

Tech-savvy,
fashionable, School/
college going,
freshers

16- 30 Years, School/

College /Office Goers

Differentiation

Design Focus is
mostly on Witty oneliners, or Witty Prints

Design Focus is
mostly on vibrant
colors, prints and
designs

Design is inspired
from movie, series,
characters

Pricing
Strategies

Factors

Happily
Unmarried

Chumbak

The Idiot Box

Brand Personality

Lively, Humorous,
Independent,
Exciting, Off-beat

Exciting, Spirited,
Unique, young, trendy

Exciting, Flashy,
Contemporary

Physique

Can logo, green ,

yellow and white
colors and the
merchandise

Owl print, doodle art,

colors and prints

TV logo, Orange
color , merchandise

Culture

Desi hipster,
Millennial,
Revolutionary

Desi Urban, Pop

Culture

Generation Y,
Opinionistic, Followers

Relationship

Buy me if you are

witty enough

Cordial , friendly and

warm

Factors

Happily
Unmarried

Chumbak

The Idiot Box

Reflection

Chilled out,
Carefee, Fun

Stylish, creative

Representative of
the genre

Self- Image

Amusing,
Rebellious, Happygo-Lucky

Funky, vibrant &

lively

Biggest Fan

THANK YOU
FOR FURTHER QUERIES, PLEASE CONTACT
BASUDIOTIMA@GMAIL.COM
VISHAKHASHARMA.10@GMAIL.COM