Jack Parow as a Person Brand. a Critical Analysis

TABLE OF CONTENTS

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List of figures…………………………………………………………………………ii

1. INTRODUCTION……………………………………………………………..1

2. LAYERS OF JACK PAROW.……………………………………………….2

2.1 Extended…………………………………………………………………2

2.2 Core……………………………………………………………………….3

2.3 Brand essence …………………………………………………………..3

3. JACK PAROW’S BRAND PROMISE…………………….………………..11

4. CONCLUSION……………………………………………………………….11

Sources consulted……………………………………………………………………12

List of figures

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Figure 1: Jack Parow Puma Creative Factory Ambassador (n.d)..........................1

Figure 2: Jack Parow’s Custom design sneakers (n.d)……………………………..2

Figure 3: Jack Parow’s Parow Braai Sauce (n.d)……………………………………4

Figure 4: Pearson’s Archetypes (n.d)…………………………………………………6

Figure 5: Jack Parow’s new CD cover design (n.d)…………………………………7

Figure 6: Jack Parow visual elements (2012)………………………………………...9

1. INTRODUCTION: Wie’s Jack Sparrow? I am Jack Parow!

‘Zef Romantic Afrikaans Rap Extravaganza’ is the five words that Jack Parow uses to explain the ‘Jack Parow experience’. In his website he is quoted; I was really drunk and was watching Pirates of the Caribbean and I said: "Fuck Jack Sparrow the pirate of the Caribbean, I'm Jack Parow, pirate of the caravan park." This ‘pirate of the caravan park’, originally comes from Parow in the Northern suburbs of the Cape (tntmag, 2012). To us he is Jack Parow – to his mother he is Zander Tyler, born twenty eight years ago and who originally studied to be a mechanic. He has been rapping for the last nine years and only in 2009 did he take the music industry by storm with his ‘treffer’; ‘Cooler as ekke’. According to his website (Jack Parow, n.d.), he has his own clothing range Parowphenalia, his own braai sauce, he was the face of Movember in Holland 2010, the face of the Pendoring awards 2010, master of ceremonies and main presenter at the 2012 MK music awards. He is the ambassador for Puma’s Creative Factory (Figure 1) and the winner of their customized...