An overview of the important features that make up a brand identity and what they stand for.

2. Our modern understanding of light
and colour begins with Isaac Newton
around
1672

3. Previously light waves were
believed to be made of
white light.

4. Newton disproved this.

5. Passing light through a prism revealing its
component colours.

6. If Newton had been a brand strategist,
one could argue that brand is
represented by the pure white light.
Shining outwards to the world like a
beacon.

7. Split that light into its component parts
and these are the very foundation of your
brand identity.
Missing just one of these components, may
render your brand all the dimmer in the
night sky.

8. When [brand identity] absent or
superficial, the brand will drift
aimlessly and marketing programs
are likely to be inconsistent and
ineffective.
DAVID AAKER

9. Introducing the
brand prism

10. The concept of brand identity being represented
by a hexagonal prism.
Splitting brand into 6 key components.
DEVELOPED BY JEAN-NÖEL KAPFERER

12. The basis of your brand, the physical
features. Reliable, trustworthy,
technologically advanced.
Physique

13. The character and attitude of the brand. Is
it rugged, fun, energetic?
Personality

14. Country of origin, set of values.
Culture

15. Internal mirror of the customer as a user
of the brand.
Self-image

16. What your audience perceive the brand
stands for.
Reflection

17. It’s the handshake between your
organisation and your audience.
Relationship

18. well structured brand.
These 6 facets are all
interrelated in forming a

19. It is not a quick or easy process to
create a brand identity, let alone
sustain one.

20. 1886 2015

21. Nevertheless when done right it
can empower, add value and
tell a story to its audience.

22. If I am anything, which I highly
doubt, I have made myself so
by hard work.
Sir Isaac Newton

23. Thank You
Sources:
©2008 J N Kapferer | The New Strategic Brand Management 4th Edition | Kogan Page Limited
http://www.coca-cola.co.uk/packages/history/
https://en.wikipedia.org/wiki/Isaac_Newton