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Brand Identity Prism (Kapferer)
KAPFERER represents brand identity diagrammatically as a six-sided prism as shown below: Internalisation Externalisation Constructed Source/Sender Constructed Receiver
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Let us understand the model in detail…
What is a Brand??? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Now let us look at how  Brand Experience  is differentiated…
Brand Experience are of  Two  types Brand Experience External Internal
The External Brand Experience include ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Internal Brand Experience include ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Now let us look at the Brand Identity Prism based on Kapferer model and the 6 key dimensions in it
Internalisation Externalisation Constructed Source Constructed Receiver -Business Process -Customer Relations -Brand Values -Training -Quality -Staff Motivation -Recruitment Policies -Technology etc.. -Name   -Logo -Advertising   -Brand Identity -Environments  -Products & Service
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Let us now understand the prism with some examples…
For  Sify India  let us look at how they have built the brand basis the Kapferer Model
Sify India ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Let us now understand the prism in more detail with a case study… Adidas
Case Study – Adidas (1) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study – Adidas (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Research Problem ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],How have Adidas used the instrument branding, and which roll did it play in the competition between Adidas and Nike?
Now let us do a Comparative analysis through Kapferer’s Prism model
Two aspects of  Brand Identity Sender Receiver Physique Personality Reflection Self-Image Kapferer means what the central purpose of the brand is (that is what the brand does) Kapferer means the soul of the brand Kapferer means how the individual in the targeted group identify himself as a person in relation to the brand Kapferer means how the individual in the targeted group identify the brand in relation to himself Two dimensions are still left to be explained in the prism, the  Relationship  and the  Culture
The  Relationship  is, according to Kapferer,  externalizing the brand from the company outwards, and the culture is an aid for internalizing the brand in the organization and in to the conscious of the customer The  Culture  is, according to Kapferer, the strongest dimension in the prism. It represents the difference between one brand and another Now let us look at the prism of Adidas and Nike
Adidas Picture of Sender Picture of Receiver Personality Traditional, conservative, collective Physique Sports and fitness Relationship Quality and heritage Culture European, Traditional Internalization Externalization Reflection True sportsmanship, A good team player, Strong work ethic Self Image Relates more to competing than to winning
Nike Picture of Sender Picture of Receiver Personality Like Jordan, Woods… Physique Sports and fitness Relationship Sponsorship, ethics Culture American, Just do it! Internalization Externalization Reflection Aggressive, provocation, in- your face Self Image Cool, I am an athlete
Adidas Picture of Sender Picture of Receiver Personality Traditional, conservative,  collective Physique Sports and fitness Relationship Quality and heritage Culture European, Traditional Internalization Externalization Reflection True sportsmanship, A good team player, Strong work ethic Self Image Relates more to competing than to winning Nike Picture of Sender Picture of Receiver Physique Sports and fitness Internalization Externalization Personality Like Jordan, Woods… Relationship Sponsorship, ethics Culture American, Just do it! Reflection Aggressive, provocation, in- your face Self Image Cool, I am an athlete Comparative Analysis
Comparative Analysis (1) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Comparative Analysis (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Comparative Analysis (3) ,[object Object],[object Object],[object Object]
Conclusion (1) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Conclusion (2) ,[object Object],[object Object],[object Object]

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Kapferer Model Brand Identity Prism

  • 1. Brand Identity Prism (Kapferer)
  • 2. KAPFERER represents brand identity diagrammatically as a six-sided prism as shown below: Internalisation Externalisation Constructed Source/Sender Constructed Receiver
  • 3.
  • 4.
  • 5. Let us understand the model in detail…
  • 6.
  • 7. Now let us look at how Brand Experience is differentiated…
  • 8. Brand Experience are of Two types Brand Experience External Internal
  • 9.
  • 10.
  • 11. Now let us look at the Brand Identity Prism based on Kapferer model and the 6 key dimensions in it
  • 12. Internalisation Externalisation Constructed Source Constructed Receiver -Business Process -Customer Relations -Brand Values -Training -Quality -Staff Motivation -Recruitment Policies -Technology etc.. -Name -Logo -Advertising -Brand Identity -Environments -Products & Service
  • 13.
  • 14. Let us now understand the prism with some examples…
  • 15. For Sify India let us look at how they have built the brand basis the Kapferer Model
  • 16.
  • 17. Let us now understand the prism in more detail with a case study… Adidas
  • 18.
  • 19.
  • 20.
  • 21. Now let us do a Comparative analysis through Kapferer’s Prism model
  • 22. Two aspects of Brand Identity Sender Receiver Physique Personality Reflection Self-Image Kapferer means what the central purpose of the brand is (that is what the brand does) Kapferer means the soul of the brand Kapferer means how the individual in the targeted group identify himself as a person in relation to the brand Kapferer means how the individual in the targeted group identify the brand in relation to himself Two dimensions are still left to be explained in the prism, the Relationship and the Culture
  • 23. The Relationship is, according to Kapferer, externalizing the brand from the company outwards, and the culture is an aid for internalizing the brand in the organization and in to the conscious of the customer The Culture is, according to Kapferer, the strongest dimension in the prism. It represents the difference between one brand and another Now let us look at the prism of Adidas and Nike
  • 24. Adidas Picture of Sender Picture of Receiver Personality Traditional, conservative, collective Physique Sports and fitness Relationship Quality and heritage Culture European, Traditional Internalization Externalization Reflection True sportsmanship, A good team player, Strong work ethic Self Image Relates more to competing than to winning
  • 25. Nike Picture of Sender Picture of Receiver Personality Like Jordan, Woods… Physique Sports and fitness Relationship Sponsorship, ethics Culture American, Just do it! Internalization Externalization Reflection Aggressive, provocation, in- your face Self Image Cool, I am an athlete
  • 26. Adidas Picture of Sender Picture of Receiver Personality Traditional, conservative, collective Physique Sports and fitness Relationship Quality and heritage Culture European, Traditional Internalization Externalization Reflection True sportsmanship, A good team player, Strong work ethic Self Image Relates more to competing than to winning Nike Picture of Sender Picture of Receiver Physique Sports and fitness Internalization Externalization Personality Like Jordan, Woods… Relationship Sponsorship, ethics Culture American, Just do it! Reflection Aggressive, provocation, in- your face Self Image Cool, I am an athlete Comparative Analysis
  • 27.
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  • 31.