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Uploaded byDr. Tapish Panwar
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Kapferer's Brand Identity Prism for LIC and Fair & Lovley

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.

Marketing◦
Related topics:
Brand Identity Insights•
Kapferer’s Brand Identity Prism APPLIED TO LIC AND FAIR & LOVELY
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.
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?”
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
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.
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.
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
Kapferer’s Brand Identity Prism for LIC
Kapferer’s Brand Identity Prism for Fair & Lovely
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
Merci