BRAND IDENTIT Y PRISM Kapferer has developed a brand identity prism where he distinguishes a sender and recipient side, plus an externalisation and internalisation side. The 6 identity facets express the tangible and intangible characteristics of the brand
Brand Identity Brand identity is specifying the facet of brands, uniqueness and value. It is the source of brand positioning. Brand positioning It is the Angle which is used by the product to enter the market. It is two stage process: - It indicate to what “competitive set” brand associated with. Brand’s “essential dif ference” with its competitors.
PHYSIQUEAn exterior tangible facet communicating physicalspecificities, colour, form and brand qualities. Physique is thestarting point of branding and therefore it forms the brandsbackbone. Denim Great fit
PERSONALIT YAn internal intangible facet which forms the character, soul andbrand personality which are relevant for brands. Independent Fashionable Young with an attitude
CULTURESymbolizes the organization, its country of origin and the valueit stands for Cool culture Individuality
RELATIONSHIPThe way the brand connect to its customers Social Discerning Distinct Identity
REFLECTIONAn external intangible facet reflecting the customer as he orshe wishes to be seen as a result of using a brand. So called:the target outwards mirror. Young at Heart Trendsetting