PBM Ch.8 - Brand Identity

Brand Identity
Brand Identity Prism by Kapferer,

Brand Anatomy
Brand Personality,
Brand Customer Relationships
Dr. Pallavi Chandwaskar

Introduction to Brand Identity
What would come to your mind when

you think about a luxury car?
Introduction
• The first thing that will come to your mind is mind-

blowing speed and incredible performance, extra-
ordinary comfort level…….
• That is true essence of brand identity.
• Big brands have developed innovative and unique
ideas that have worked effectively to reach out to
their customers.
• The story of a successful brand identity is based on
people’s interests and preferences.
• But, in the absence of a significant and transparent
identity, a brand will never be able to stand tall in
this highly competitive market.
• To understand this concept better, you should learn
about the Kapferer’s Brand Identity Prism.
Brand Identity defined..
Brand identity is a bundle of mental and functional associations with

the brand.
Brand identity is the total proposal/promise that an organization makes to

consumers.
The brand can be perceived as a product, a personality, a set of values, and a

position it occupies in consumer’s minds.
Brand identity is all that an organization wants the brand to be considered as.
It is a feature linked with a specific company, product, service or individual.
It is a way of externally expressing a brand to the world.

Kapferer’s Brand Identity Prism
In 1996, Jean-Noel Kapferer, the professor of marketing strategy at a popular

management school in France, had introduced the Brand Identity Prism in his
book, “Strategic Brand Management”.
The professor had highlighted six key elements that are considered as very
effective tools for building brand identity.
Brand’s identity is your customers’ experience with your brand and its history
that determine the way your customers’ think about your brand.
Moreover, customers will attentively look for some clues about what your brand is
mostly known for.
These clues are represented within Kapferer’s six section of prism

6 Dimensions:Kapferer’s Brand Identity Prism
• These six aspects are divided into two

dimensions:
– The constructed source (Sender) vs. The
constructed receiver (Recipient): A well
presented brand has to be seen as
• a person, (constructed source: physique and
personality) and also as
• the stereotypical user (constructed receiver:
reflection and self-image).
– Externalisation vs. İnternalisation:
• A brand has social aspects that define its external
expression(externalisation: physique, relationship
and reflection) and
• Aspects that are incorporated into the brand itself
(internalisation: personality, culture and self-image).
Brand Identity Prism Model By Kapferer
Kapferer’s Brand Identity Prism
Physique
• The basic of your brand’s identity will be
determined by its “Physique”. The physical
characteristics and the primary objective of
your product or service. What is it
concretely? What does it do? What does it
look like? The physical facet also comprises
the brand’s prototype: the flagship product
that is representative of the brand’s
qualities.
– Example: Coca Cola in all its
communications lays special emphasis on
the ‘Coke Bottle’ and how it looks. For
markets where Coke entered for the first
time, it always starts with the traditional
Coke bottle.
– For example, the physique of products made
by Apple is a slim and aesthetic design that
gives the brand a unique identification.
Components of prism model
Personality
• Here the term “personality”
stands for the character of the
brand.
• For example, if a brand
endorsing an ambassador for
any product or service, the
character of the ambassador
must be depicted as familiar
with the product or service, so
that the endorsement can convey
a significant meaning.
• Example: Mountain Dew, a drink
from Pepsico, promises thrill and
adventure and therefore always
loops in celebrities who are seen
close to sports.
Culture
• The culture of the brand establishes link
between brand organizations. Many
companies are clearly depicting the country
of their origin.
– For instance, the soft drink giant Coca-
Cola always highlights the value of
America; the country of its origin.
– The luxury carmaker Mercedes-Benz
always appeals to German value
• Relationship
• Here the term “Relationship” signifies the
relationship between the customers’ and the
brand. A brand can symbolize some specific
relationship between two people, such as mother
and child, bond of two friends, teacher and
student, etc.
• The true aspect of relationship is more significant
for the service brand than the product brand.
• Reflection
• This aspect signifies the reference direct to the
stereotypical consumer of the brand.
– The example of Coca-Cola that basically targets
the youth consumers and they promotes the
values such as sporty, fun and friendship, when
their actual target is much broader
• Self-image
• The term “Self-image” stands for a mirror held by
the targeted group itself.
– For example, a driver who used to drive a
Porsche can easily indulge in a thought that he
is a rich man, as he can afford such a high-class
expensive car
– In the example of Lacoste, as researchers have
found that consumers of the brand always love
to consider themselves as members of a sports
club.
Brand Identity Prism : Examples
Class Activity
Construct a Kapferer’s Brand Identity Prism for

a brand of your choice, depicting all six
dimensions.
Brand Personality
• A brand personality is something to which the

consumer can relate, and an effective brand will
increase its brand equity by having a consistent set
of traits.
• This is the added-value that a brand gains, aside
from its functional benefits.
Brand Personality – David Aaker’s Model
Brand Personality

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Brand Identity

Brand Identity Prism by Kapferer,

Dr. Pallavi Chandwaskar

What would come to your mind when

• The first thing that will come to your mind is mind-

Brand identity is a bundle of mental and functional associations with

Brand identity is the total proposal/promise that an organization makes to

The brand can be perceived as a product, a personality, a set of values, and a

It is a feature linked with a specific company, product, service or individual.

It is a way of externally expressing a brand to the world.

In 1996, Jean-Noel Kapferer, the professor of marketing strategy at a popular

These clues are represented within Kapferer’s six section of prism

• These six aspects are divided into two

Construct a Kapferer’s Brand Identity Prism for

• A brand personality is something to which the

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