Brand Prism

In: Business and Management

Submitted By shinydivs1
Words 351
Pages 2
Kapferer's Brand Identity Prism
It identifies six key things that you need to think about when developing a brand identity. The prism is also divided in half vertically. Consumers can see the three external elements on the left (physique, relationship, and reflection), but the three elements on the right (self-image, culture, and personality) are internal – they're incorporated within the brand's spirit. 1. Physique:- (what does it do / what does it look like)
The foundation of your brand's identity lies in its "physique. Salient physical qualities which are seen by the target audience-like its colour, shape, logo or anything that brings an image/feeling/ideas in the mind of the consumer when thinking or talking about the brand. It could be visible through tangible facets or it could be the attributes or benefits the product provides.
Eg. Saffola – Heart picture, trusted name, good for health, healthy family 2. Brand Relationships:- (shallow-intense / Formal-informal/advisor-friend)
The relationship a brand has, with its customers, the way each communication relates to its target audience or how brands influence and provide a particular service to its customers.
Eg. Saffola – Nurturing, protective, merry. 3. Customer Reflection:-What he wishes to be seen as / to build identity)
How a customer reflects with a particular brand. Reflection describes how your customers want to see themselves when they use your brand
Eg. Saffola – Health conscious, confident. 4. Brand Personality:- (if it were a person / figurehead)
This defines the brand's personality or character. Here the brand is personified and its traits are perceived in the eyes of the consumer in a particular way. You connect the brand as if it is a person and relate psychological attributes to it.
Eg. Mature, caring, responsible, motherly. 5. Brand Culture:- (country of origin/…...

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