Kapferer Brand Identity Prism Explained

Jean-Noel Kapferer’s Brand Identity Prism is a model that talks about the various facets that helps a business build strong, enduring brand identity.

As per the model, a brand’s success is driven by a company-wide utilisation of the following elements:

Kapferer Brand Identity Prism: various Facets

Physique

• Physical tangible qualities – salient and emerging
• The brand’s tangible added value
• The first step in branding is to define the physical aspect

Example: Coca-Cola – Using bottle images

Personality

• This is the brand personified
• What kind of person would it be if it were human?
• Spokesperson or figurehead helps create instant personality

Example: Pepsi-Cola

Culture

• Speaks of the brand
• Feeds Inspiration
• Reflects the basic principle
• Over focus on personality leads to a neglect of identity

Relationship

Brands are a key link in transactions between people.

Brands symbolise characteristics such as:

• Charm – Yves Saint Laurent
• Performance – BMW
• Orderliness – IBM
• Friendliness – Cahoot

Reflection

Over time a brand will always build a reflection or image of its user which it is addressing.

Samsung; Citroen C5; The Guardian

• Reflection and target are not the same
• Customer should be reflected as they wish to be seen by using the brand
• Coca-Cola (children and adults), Olivio spread, Orange Network
• Consumers use brands to build their own identity
• A Brand must control its own reflection – be flattering to your audience

Self-Image

Reflection is the target’s outward mirror

Self image is the target’s own internal mirror

A brand speaks to our self-image

We develop an inner relationship with ourselves through our brand attitudes

The Prism: Characteristics

• The content of one facet echoes another – each being interrelated
• Brands only exist if they can speak, communicate
• Reflection and Self-image help define the recipient of the communication. These then belong to the brand identity.
• Relationship and Culture bridge the gap between sender and recipient

Related: More branding concepts