Brand Identity Prism

• Kepferer has developed a model of brand identity.

• Brand identity provides long-term perspective.
• To study the brand’s performance.
• To study the how to develop effective branding strategies.
• Brand Identity has six dimensions
1. Brand Physique
2. Personality
3. Culture
4.Relationship
5. Reflection
6. Self Image
 KAPFERER’S BRAND IDENTITY PRISM

Strong brands are capable of weaving

all aspects into an effective whole in order to
create a concise, clear and appealing brand
identity.

Jean-Noël Kapferer
 KAPFERER’S BRAND IDENTITY PRISM
• Professor Jean-Noël Kapferer represents brand identity diagrammatically as a
six sided prism:
 KAPFERER’S BRAND IDENTITY PRISM
These six aspects are divided into two dimensions:
 The constructed source vs. The constructed receiver:
A well presented brand has to be seen as a person,
(constructed source: physique and personality) and also as the
stereotypical user (constructed receiver: reflection and self-image).
Externalisation vs. İnternalisation:
A brand has social aspects that define its external expression
(externalisation: physique, relationship and reflection) and aspects that
are incorporated into the brand itself (internalisation: personality,
culture and self-image).
The External/ Internal Brand Experience include

 The External Brand  The Internal Brand

Experience include Experience include
 Name Business Process
 Logo Customer Relations
 Advertising Brand Values
Training
 Brand Identity Quality
 Environments Staff Motivation
 Products & Service Recruitment Policies
Technology etc..
-Name -Logo -Business Process -Customer Relations
-Advertising -Brand Identity -Brand Values -Training
-Environments -Products & - Quality -Staff Motivation
Service - Recruitment Policies -Technology etc..
Constructed Source

E I
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a a
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i i
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a a
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Constructed Receiver
 KAPFERER’S BRAND IDENTITY PRISM
Aspects of Brand Identity Prism
1. Physique
– The physique dimensions of the brand refers to the physical aspects.
– Which are evoked in people’s minds when the brand name is mentioned
– The physical aspects are usually embedded in the product.
– This include, name, colours, logos & packaging.
– It is tangible value added to the brand.
– Key questions regarding this aspects:
• What does the brand look like?
• What can a consumer do with it in terms of functionally?
• And how can it be recognized?
 KAPFERER’S BRAND IDENTITY PRISM
Aspects of
Brand Identity
Prism
1. Physique
 KAPFERER’S BRAND IDENTITY PRISM
Aspects of Brand
Identity Prism
1. Physique
 KAPFERER’S BRAND IDENTITY PRISM
2. Personality
– Either by design or by default, brand
develops a character of its own.
– Brands often acquire personality traits
because of spokespersons or endorses
who are used in communication.
– Example,-This can be realized by using a
specific style of writing, using specific
design features or using specific colour
schemes.
– Hyundai Santro’s spokesperson, Shah
Rukh Khan has transferred his traits-
smarts, fast, innovative, number one,
energetic- to the endorsed brand.
 KAPFERER’S BRAND IDENTITY PRISM

3. Culture
– Culture consist of rites, rituals and values.
– Culture is the system of values and basic principles on which
a brand has to base its behaviour (products and
communication).
– Culture is the direct link between brand and organization.
– Many associations in this area are linked to the country of
origin; Coca-Cola appeals to American values, Mercedes-
Benz to German ones.
 KAPFERER’S BRAND IDENTITY PRISM
4. Relationship
– A brand can symbolize a certain relationship between
people.
– Relationship aspect requires a brand manager to express
the relationship his/her brand stands for emotional,
functional or aspiration delivery.
– HLL’s Annapurna, brand attempts to strike a connection
with mother by becoming a companion who helps them to
be good & .caring
– For example, Lexus differentiates itself from BMW by
giving its customers the red carpet treatment.
 KAPFERER’S BRAND IDENTITY PRISM
5. Reflection
• Reflection (of the consumer) makes reference to the stereotypical user
of the brand and is the source for identification.
• Reflection of a brand may just be a smaller portion or segment of the
intended target customer/market.
• When thinking in terms of reflection, in the case of Coca-Cola you could
describe the consumer base as15 to18 year olds (with values such as
fun, sporty and friendship), while the actual target group of this brand is
far broader.
• Allen Solly’s positioning reflects its user as the typical young executive,
but it is not to suggest that the brand is meant for them only.
 KAPFERER’S BRAND IDENTITY PRISM

6. Self-image
• Self image refers to how a customer sees himself in relation
to the brand.
• Self image is a customer’s own self perception. It has two
dimensions: the current and the desired.
• Example, Louis Philippe shirts, customer wish to establish to
themselves that they are part of the select ‘ upper crust’
group.

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KAPFERER’S BRAND IDENTITY PRISM