Kapferer’sBrand Identity Prism

What is Brand Identity?

• Identity is a brands DNA configuration

• A particular set of brand elements blended in a unique way determining brand’s perception in the market.

• Identity not only establishes what to communicate, but also serves as a baseline for measurement of the resulting image, indicating where correction and adjustment are needed.

Brand Identity Tells……………..

• What is the brands vision and aim?

• What makes it different?

• What need is the brand fulfilling?

• What is its permanent nature?

• What are its values?

• What are the signs which make it recognizable ?

What purpose does it serve?

• Helps build relationship with the products and people.

• It helps capture, essence of the brand and what it actually is.

• Brings coherence between the products and communications.

• Prevents an “Identity Crisis”

• Helps Brand Management

Difference between Identity and Image

• Identity is that which is communicated.

• Image is the interpreted result of the communication.

• Identity is from Senders perspective.

• Image is from Receivers perspective.

• If the two are similar, the brand will be strong.

• If the two are very different, the brand will be weak.

Kapferer Brand Identity Prism

Reflection

INTER

NA

LISATIO

N

Self Image

Relationship Culture

PersonalityPhysique

Exte

rnal

izat

ion

Brand Identity Prism

• Amalgamation of Personality and Positioning• Consists of Six Elements.• Three Internalised and Three Externalised• Internalised:

– Peronality– Self Image – Culture

• Externalised– Physique– Relationship– Reflection

Physique

• The salient objective features which immediately come to mind when brand is quoted.

• Physique is brands backbone and its tangible value.• It consists of Logos, Punch Lines, Colours, Shapes etc.• Coca Cola is reminiscent of a Red Logo with black

coloured bottle which is there on cans and pet bottles.

Physique

• Pears Soap-the translucency and the shape• Dove-softness is the core brand attribute• Dabur Lal Dantmanjan- The colour red

Personality

• If the brand was a human what would it be?• Every brand has a personality like a human being’• It is the way it speaks of its products and services and

gradually builds its character.• Can be called a brands spokesperson.• Eg. Choosing Brett Lee as the Brand Ambassador of

Timex.Aishwarya Rai as the Brand Ambassador of De Beers.

Personality

• Lux- Female Cine Star• Adidas – A young male athlete• Bullet – A tall broad young man

Culture

• Culture with respect to brand means the set of values feeding the brand’s inspiration.

• It refers to the basic facets governing the external signs.• It is a core aspect of the brand which links the brand to

the organization.• Brand is an inspired manifestation of Culture.

Culture

• Mercedes embodies German value of order .Even at 260 km/hr the car has perfect handling

• Nike bears a Greek name that relates it to specific cultural values ,to the Olympic games and to the glorification of human body. Nike also suggests a peculiar relationship based on provocation ,it encourages us to let loose ”Just Do It”

• Dabur Chyawanprash- The Indian culture ,the rich ayurvedicheritage of thousands of years

• Levi’s – The American culture reminiscent of old Cow boy America

• Ganga Mineral Water – Proverbial purity of the river Ganges

Relationship

• Relationship is a dependency bond between the consumer and the product.

• The stronger the relationship, the greater the utility to both. • Stronger the relationship the greater the longevity of the

product, the greater the turnover and the greater the barrier tothe competitive entrant.

• Nike suggests a peculiar relationship based on provocation ,it encourages us to let loose ”Just Do It”

Reflection

• If the consumer is questioned about the characteristics, he or she will very often assess the brand in terms of a visual archetype of the brand user.

• It is how a customer wishes to be seen as a result of using the brand.

• As a result of such reflections associated with the brands consumers use them to build their own identity.

• The reflection has impact on the design of communication.

• If the reflection of the brand does not match that of the actual target market, the brand needs to be reconsidered

Reflection

• Johnson and Johnson –Baby• Louis Phillipe – Power Dressing. The consumer identifies with a

senior executive who is in a decision making position• Parker pen-Decision makers • Ambassador car – The reflection is that of a government official

,hence the brand does not appeal to private buyers• Air Deccan-The Indian middle class

Self Image

• It is the internal mirror of the target users where as reflection is the outward image.

• Our attitude towards a brand, develops a certain type of inner relationship with ourselves.

• Porsche users want to prove themselves that they can buy such a car.

• A product cheaper than the product acquired by a peer can be an embarrassment to a consumer.

• Example:– The Hindu exemplifies intellectualism.– The Indian express reader

Lacoste:

Image of the sender

Image of the receiver

Quality shirt, Discreet, tennis, golf sobersportwear/crocodile

Recognition, Individualism,a bit of prestige aristocracy,

classicism

Nor too female, Belonging to anor too male, clubfor all generations

InternalisationEx

tern

alis

atio

n

Mercedes

Middle aged man

German culturedepicting order

Perfectionist

Image of the sender

Image of the receiver

High Quality Vehicle

Achievement

InternalisationEx

tern

alis

atio

n

High Net WorthIndividual

Image of the sender

Image of the receiver

Ext

erna

lisat

ion

Air Deccan

Low Cost Flying

New planes

Value for money

Family

,Middle Class

Middle Class man

Iconoclastic

I can fly

InternalisationAir Deccan

Exercise

• Develop a brand identity prism for the following– McDonald’s– Nike– Toyota Innova– IMT– IIM, Ahmedabad– Times of India– MTV– Aaj Tak– Fair & Handsome– LG– Coca-Cola– Starbucks– Walmart– Google