Brand identity refers to the name, logo, or other features that distinguish a company's products from competitors. Jordan is an example of a strong brand identity, as its logo immediately evokes Michael Jordan and his basketball career, which is then linked to his clothing and shoe lines. Creating a brand identity as an entrepreneur is valuable as it separates you from competitors and gives a competitive edge by telling people who you are. Kapferer's brand identity prism can help understand brand identity through six aspects: physique, personality, relationship, reflection, culture, and self-image. These six aspects are then examined using Apple as an example.

2. What is brand identity ?
A brand identity is a term, name, symbol, logo and/or
other distinct feature that separates one seller’s
products or goods from another.

3. Example

4. Jordan
Jordan is a prime example of a strong brand identity.
Upon seeing this logo, almost everyone will think of
Michael Jordan and his outstanding basketball
career. This is then linked with his Clothing and
Shoes lines.

5. Why do we need brand
identity ?
It separates you from the competition and can give
you a competitive edge.
Brand identity tells people who you are and what you
are all about.

6. Brand Identity
As an entrepreneur, creating a brand identity is
priceless.
To help us understand the steps and aspects of
brand identity we can use Kapferer’s brand identity
prism.

7. “ Branding is what people say
about you when you’re not in
the room.”
-Jeff Bezos
(founder of Amazon)

8. Kapferer’s Prism

9. The Six Aspects
Physique
Personality
Relationship
Reflection
Culture
Self-image

10. We are going to use Apple to
look at these aspects.

11. Physique
This includes things like logo and color schemes.
For example, if we look at this logo for Apple, we
would be talking about the big white apple against a
grey background.

12. Personality
This is the attitude your product has.
Things like celebrity endorsements, the colors used
in your logo and the voice used in your commercials.
For example, the modern look of Apple’s
commercials and robotic voice (siri) used.

13. Culture
Culture is the internal environment that your product
is formed around.
For Apple, this is modern and innovative.

14. Relationship
This is the relationship between who your product
represents.
For Apple, this would be the relationship between
man and technology.

15. Reflection
This is the reflection of your target demographic.
For Apple, this would be upper to middle class, music
enthusiasts and graphic designers.

16. Self image
• This is how the company sees itself.
• This would be like looking at a photo of yourself and
trying to become what you want to see.
• For Apple, this is looking at what they are currently
and deciding what might or might not need to change
to make them the “next big thing”.

18. Using the six aspects
By knowing our customers and these six aspects of
brand identity, understanding what makes a brand
allows creating our own brand as entrepreneurs to
be much simpler and more effective.

19. Sources
http://blog.hubspot.com/blog/tabid/6307/bid/34238/T
he-Marketer-s-Guide-to-Developing-a-Strong-Brand-
Identity.aspx