This document presents information about a hypothetical brand called Brain Stew - The Fountain of Youth. It discusses the brand identity prism model and applies it to analyze Brain Stew's brand identity. The brand targets anyone seeking an energy drink and its unique selling points are price, size, and variants. It then compares Brain Stew to two competitors, Monster and Red Bull, by analyzing each brand using the six elements of the brand identity prism: physique, personality, culture, relationship, reflection, and self-image.

1. Submitted to Asst. Prof. Aditya Upadhayay
By: Sushant Abraham
BRAND MANAGEMENT
TOPIC: CREATE A HYPOTHETICAL FASHION BRAND,
EXPLAIN ITS IDENTITY THROUGH THE BRAND
IDENTITY PRISM
AND DO A COMPARATIVE STUDY OF THE BRAND
WITH OTHER 2 WELL-KNOWN BRANDS IN THE SAME
CATEGORY.

2. BRAND IDENTITY PRISM – AN
INTRODUCTION
• Coined by Prof. Jean Noel Kapferer in year 1986
in lieu of brand identity.
• A prism model was designed to make the concept of
brand identity vivid.
• The two sides of the prism shows the identity of the
brand exposed to the external world and the other
side being the internal stimulates the thought of the
brand itself.
Physique Personality
Relationship
Culture
Reflection Self-Image
Externalization
Internalization
Picture of the sender
Picture of the Receiver

3. THE BRAND
Target Group: Anyone who wants a sip of Elixir
USP:
• Price
• Size
• Variants
And Convenience.
Metal Mantra Inc. Presents
Brain Stew – ‘The Fountain Of Youth’

4. COMPETITORS
• Monster
• Red Bull

5. MONSTER’S BRAND PRISM
Physique
Aggressive, Iconic
Claw Logo, Ferocious
Relationship
Involved in Gaming,
Music Events
Reflection
Crazy, Dangerous,
Extreme
Personality
Extreme,
Sportive,
Rebellious
Culture
Western Values,
Be Yourself
Self Image
Never Give Up
Independent
Picture of the
sender
Picture of the
Receiver
Externalization
Internalization

7. RED BULL’S BRAND PRISM
Physique
Eye catching color,
Logo that denotes
Energy
Relationship
Trust :
Will give you wings
Reflection
Dynamic and
Young
Personality
Fun Energetic,
Creative
Culture
Sport, Beyond
the limit,
Self Image
Daring, social -
able
audacious
Externalization
Internalization

9. Physique
Red denotes no
tolerance,
White is peace and
black is for protest
Relationship
Young is being wild,
Stand for what you
fight for –don’t fly
Reflection
Predators,
independent
Personality
Anarchist,
Culture
Youngistanism
Self Image
Daring and
Vagabond
Internalization
Externalization
BRAIN STEW – ‘THE FOUNTAIN OF YOUTH

10. THANK YOU