Kapferer's Brand Identity Prism is a model that examines a brand from both the sender's and receiver's perspectives. It considers the brand identity projected by the brand itself versus the brand image perceived by customers. The prism has six facets: Physique, Personality, Culture, Relationship, Reflection, and Self-Image. Physique and Personality make up the brand identity, while Culture and Relationship link identity to image. Reflection and Self-Image comprise brand image. The document applies this framework to analyze the identities of LIC and Fair & Lovely brands. It also discusses how the model can be used to identify gaps and improve a brand's positioning and communication effectiveness.

1. Kapferer’s Brand
Identity Prism
APPLIED TO LIC AND FAIR & LOVELY

2. Kapferer’s Brand Identity Prism
 Two important perspectives
 The sender’s side (Brand), it is Identity, which
is put forth by the Brand as – “Who I am?”
 The receiver’s side (Customer), it is Brand
Image, which is basically, what do the
customers feel about the brand
 Identity precedes Image.
 Brand’s Identity shows the brand’s
tangible as well as intangible
characteristics, and draws upon, on the
brand’s roots and heritage.

3. Brand Identity and Brand Positioning
Brand Identity
 Brand’s uniqueness and
value, in isolation from
competition
 Inward-looking (having
influence on, and is
influenced by, external
factors)
 Brand Identity explains –
“Who I am”
Brand Positioning
 With respect to the
competition (reflecting
differentiation vis a vis
competition)
 Outward looking concept
(Our Brand vis a vis other
Brands)
 Brand Positioning tries to
answer – “Why pick me?”

4. Kapferer’s Brand Identity Prism
 The first two facets of the prism, Physique and Personality, forms the
identity that the brands conveys.
 Physique-
 Physique is both the brand’s backbone and its tangible value. For example, the
colour red and the shape of the bottle contributes to the physique of Brand Coke.
 Personality-
 A brand, just like humans has a character. It is built over time and reflected in what
the brand does.
 Communication, its tone, its promise and the perceived quality, all contribute to the
brand’s personality.. Coke can be attributed as Caring and Generous due to its ‘Share
Happiness

5. Kapferer’s Brand Identity Prism
 The next two, or the central facets of the prism, Culture and Relationship,
connect the identity (what does the brand want to project) and image
(what perception does the customer has about the brand).
 Culture-
 A brand is born of a culture. Culture essentially means the set of values that creates
the ambition and aspiration of the brand. It can be understood as a set of basic
principles governing the brand and its communication. Coca-Cola, for example,
stands for the American culture and lifestyle. .
 Relationship-
 The strength of a brand basically reflects the strength of a relationship between the
brand and its customer. When coke says “open happiness”, the brand is
communicating about happiness and the relationship it conveys to its customers is to
be happy. It does that by cleverly placing Coke in those happy moments.

6. Kapferer’s Brand Identity Prism
 Finally, the Brand Image is the customer’s view about the brand. This is
represented by the Reflection and Self-image.
 Reflection-
 This shows who the people think are the brand’s customers. So Reflection for Brand
Coke means who do people think are the customers of coke or who follow coke?
Consumers use the brand identity propagated by the brand, to associate it with
people, who they think are most likely to be using this brand. For Coke, people
would think that the Coke’s customers will be young, cheerful and adventurous.
 Self-image-
 It is what customers believe the brand would make them feel upon using it. Unlike
Reflection, which is about “People who use this brand are…” self-image is about “This
brand makes ME feel…” It essentially is juxtaposition of the brand on yourself and
how does it make you feel.

7. Kapferer’s Brand Identity Prism
 In the Brand Identity prism –
 The flow is from top to bottom
 The proposed identity (Physique (Tangible & Exterior) and Personality
(Personified Brand) is cascaded down to Brand-image (Reflection (“Those
who use this brand are…”) and Self-image (“When I use this brand I feel
like…)),
 This is done with the help of a link created through Relationship (Bond
between brand and customer) and Culture (Values and Principles that built
the brand)
 The next slides show two brand, LIC and Fair & Lovely through the
Brand Identity prism for understanding purpose

8. Kapferer’s Brand Identity Prism for LIC

9. Kapferer’s Brand Identity Prism for Fair & Lovely

10. Utility of Kapferer’s Prism
 Help in identifying what is self-image the brand is able to create for the
customer and is that in line with what the brands wants to convey?
 Brand can identify the gap and rework on its physique and personality
while keeping close touch with its culture and improving relationship with
its customers
 Once the model is formed by appropriately mapping the aspects of brands
(through facets of Brand Identity Prism), it can lead to further analysis like –
 Consumer Perception Analysis
 Consumer Motivation Analysis
 Communication strength and effectiveness
 Product attribute acceptance among customers
 Brand Identity upgradation and Brand Positioning

11. Merci