The document presents Jean-Noel Kapferer's Brand Prism model and applies it to the brand Nike. The Brand Prism model examines a brand through six facets: personality, culture, relationship, physique, user self-image, and reflected user. For Nike, these facets include an athletic, sportive spirit personality; American and sports/fitness culture; a relationship of comfort and provocation with users; slogans and logos as the physique; a self-image of being an athlete and brand-conscious for users; and users seeing the brand as full of energy, aggressive, youthful and competitive.

1. PRESENTED BY
GROUP-4
Rohit Jaitly (92)
Mohit Arora (97)
Dheeraj Kumar (118)
Monika Bansal (119)
BRAND IDENTITY PRISM FOR

2. Brand
Prism
Personality
Character &
attitude of the
brand.
Culture
Set of Values
which we see in
the product
offerings
User Self-Image
Internal mirror of
customer as user
of brand
Reflection
Customer’s view
of the brand
Relationship
Beliefs &
association
Physique
Product symbols.
These are the
cues which direct
us to the brand.
KAPFERER model of
Brand Prism

3. Let us now understand the prism with an
example of NIKE…

4. CULTURE
American
Sports and
Fitness
PERSONALITY
Sportive spirit
Athlete
Lifestyle
PHYSIQUE
Just Do It

RELATIONSHIP
Comfort
Provocation :
“Yesterday you said
tomorrow”
“Run the day,don’t let
it run you
USER SELF IMAGE
I am an athlete
I am brand
conscious
I am cool
REFLECTED USER
Full of energy
Aggressive
Youthful
Competitive
Brand conscious