KAPFERER BRAND IDENTITY PRISM

Jean Noel Kapferer has developed a Brand Identity Prism

where he distinguishes a sender and recipient side, plus an
externalization and internalization side. The 6 identity
facets express the tangible and intangible characteristics of
the brand and give it a unique authority and legitimacy of
values and benefits

Brands will evolve in time in a certain direction. To manage and

balance identity changes across the facets in a guided and
preferred direction, organizations need to understand the key
brand drivers and "raison d'être".

The six facets of the identity prism define the brand identity
from different perspectives and sets the boundaries within
which it is free to change or to develop in time .
1. Physique
An exterior tangible facet communicating physical specificities, color, form and brand
qualities. Physique is the starting point of branding and therefore it forms the brand’s
backbone.
2. Personality
An internal intangible facet which forms the character, soul and brand personality
which are relevant for brands.
3. Culture
An internal intangible facet to integrate the brand into the organization which is
essential in differentiating brands.
4. Relationship
An exterior facet with tangible and intangible areas, and defines the behavior that
indentifies the brand - the way the brand connect to its customers.
5. Reflection
An external intangible facet reflecting the customer as he or she wishes to be seen as
a result of using a brand. So called: the target outward's mirror.
6. Self-image
An external intangible facet reflecting the customer attitude towards the brand.
These inner thoughts connect personal inner relationship with the brand. So called:
the target’s internal mirror
The Roots

Launched in 2005 by the Coca-Cola Company and distributed in

more than 80 countries, Burn range of energy drinks proposes
a combination of energizing ingredients: caffeine, taurine, sugar
and guarana.

The brand has commercialized three types of product:

- BURN Intense Energy: it is the brand reference as a classical energy

drink (black and red packaging associated to the night). The can design is simple
with orange-yellow background sporting a flame-red Burn logo.
- BURN Day: in 2009, the brand innovates and proposes a new energy drink
for the day to seduce new consumers (less concentrated in caffeine). The
packaging also differentiates itself from the classical version: white & blue
colors (vs. black for classical version) and re-closable can for a all the day long
consumption.
- BURN Energy Shot: 5cl concentrated shot which can be drunk at any time of the
day at an ambient temperature to boost yourself when you need it. Launched in
2009 and distribution channel extended to tobacconist’s.
Burn’s Identity & Personality

Burn range of drinks is aimed at a specific energy “need state”, each of these
need states is expressed through the four basic elements: fire, air, water and
earth. Designers integrated these elements visually via a flame, icon that they
used as the mark. Most important, the flame takes prominence over the
product name which is secondary in the overall design. The resulting packaging
is a sleek black can emblazoned with a flame that clearly sets Burn apart from
the competition. The lead brand identity is the flame not the name. Indeed,
the strength and simplicity of the packaging alone creates a contrast to the
competitors. Red colors and flame used in the logo symbolize the fire which
gives consumer the necessary energy to leave its mark on the world. The logo
itself helps to attract attention, emphasizes uniqueness and encourages trial.
« Welcome to the home of originality where anybody
with a passion, a fire within can come together to ignite
their fierce ». The brand wants to be perceived as “a source for creativity,
a platform for freedom of expression and a place to bring talented people
together and give them a voice”. Their communication and marketing
strategy is especially based on extreme sports and electro music sponsoring.
In order to obtain a fashionable status among a market with little brand
loyalty, the campaign sought to reach buyers by targeting opinion leaders.
In 2010, Burn launched an electronic music portal http://burn-studios.com/
enabling music creation, discovery and sharing. Burn studios aims to be “a
global destination where professionals and raw talent can come together to
share music brilliance, have access to authentic state-of-the-art music
making tools, link into support of tailored mentoring sessions by some of the
biggest names in electronic music and connect creatively with peers through
a cloud-based-digital platform”. In 2011 burn also announced a partnership
with French techno DJ and producer David Guetta, where burn will sponsor
Guetta’s ‘I’m Famous’ events.
Besides appearing especially trendy and eye-catching, Burn
communicates something more: an intangible quality that subliminally
claims this product has sex appeal. If Burn would be a person it would
probably be someone confident, potent but friendly. Indeed, Burn is
really devoted to its followers by being actively involved in social network
(facebook, twitter, flickr, vimeo) and really dynamic on its own platform
by communicating on different sponsored events and broadcasting all sort
of videos where creativity makes sense (art exhibition, artist interviews,
sport contest, music festival, dj remix…etc). “We’re inspired by originality,
music, skate, surf, art, whatever the vehicle, Burn Energy Drink supports
fierce creativity.” The brand has really created an open-creative
community (followed by 312 482 on facebook) where people concerned
by the brand’s frame of mind feel free to exchange about their common
passion. The brand doesn’t communicate so much on the products but
has built a strong and positive image through all what is done for
promoting sports and music. Beyond the products, consumers associate
the brand with a lifestyle…
 EXERCISE

• Work out the Kapferer Brand Identity Prism for

any brand of your choice

• Analyze how the Brand Identity translates into

the brand’s communication