brand and brand identity

what is a brand?

it depends on whose perspective you look at it from

to CEOs,
CMOs, and
the likes, it
represents
a unique,
timeless,
idea

For the consumer, a brand is a set of
perceptions, associations, and the likes…

That creates a
inside the consumer

That ultimately
leads to some
expectation of
value

What is brand identity?

all of the pieces of the
puzzle that define the
uniqueness and value
of a brand

brand identity prism
-according to kapferer

Physique is “what it does” and
“what it looks like;” it’s the core
product features that make up
the brand and enable the brand
to add value

Personality is its character;
“what happens to this brand
when it becomes a person?”

Culture is “the set of
values feeding the
brand’s inspiration”

Relationship is the mode of conduct
that best identifies how the brand
interacts with its customers

Reflection is the image of
the buyer and should
“reflect” how the consumer
wishes to be seen when
they interact with the brand

Self-Image is
how the brand
makes the
buyer feel
when they
interact with it

brand identity prism
-according to kapferer

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