Kapferers Brand Identity Prism

What is Brand Identity?

Identity is a brands DNA configuration A particular set of brand elements blended in a unique way determining brands 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

Physique

Personality

INTERNALISATION

Externalization

Relationship

Culture

Reflection

Self Image

Brand Identity Prism

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

Externalised

Peronality Self Image Culture

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 brands 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 ayurvedic heritage of thousands of years Levis 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 to the 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 Quality shirt, tennis, golf sportwear/ crocodile Recognition, a bit of prestige Discreet, sober

Externalisation

Internalisation

Individualism, aristocracy, classicism Belonging to a club

Nor too female, nor too male, for all generations Image of the receiver

Mercedes
Image of the sender
High Quality Vehicle Middle aged man

Externalisation

Internalisation

Achievement

German culture depicting order

High Net Worth Individual

Perfectionist

Image of the receiver

Air Deccan

Image of the sender

Low Cost Flying

Middle Class man

Externalisation

New planes

Internalisation

Value for money

Air Deccan

Iconoclastic

Family ,Middle Class I can fly

Image of the receiver

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