Brandecipher debunks seemingly complex brand management terminologies,
methods, fundamentals, systems, processes etc.
Kapferer's Brand Identity Prism:
Jean Noel Kapferer is well known for his advanced work on brand
identity, strategic brand management, brand portfolios, brand architectures and
most recently on prestige and luxury management. He presently teaches luxury
management in China, Korea and Japan.
The Brand Identity Prism looks like this:
It consists of 2 dimensions:
- Constructed Source vs. Constructed Receiver: How
the brand is seen as a person (Physique and Personality) vs. How the brand is
seen as its stereotypical user (Reflection and self-image)
- Externalization vs. Internalization:
Externalization defines what the brand is to the outside world it interacts
with. Externalization parameters (Physique, Relation, Reflection) define how
the brand socializes. Internalization parameters (Personality, Culture,
Self-image) define the brand internally
Don’t worry. It’ll make more sense as you understand each of
the six factors individually. Brand identity can either be created using each
of these factors or by combining them powerfully.
1.
Physique: Physical features of the brand- Color, shape,
size, texture, smell… etc. Are there any physical characteristics that immediately
trigger a brand recall? Think of
o
Coca Cola: the contoured bottle, red, the crown
o
Gatorade: Muscular shape of the bottle, orange,
blue, green colors
o
BMW: The shape of the grille
o
Harley Davidson: the characteristic potato-potato-potato
sound of a Harley
2.
Personality: Who is the person talking to
consumers of the brand? What’s his/her style of talking, tone of voice? Think
of
o
Ronald McDonald: someone who loves kids and kids
love him in return
o
Mr. Muscle: Strong and powerful, loves the jobs
you hate
3.
Culture: Links the brand to its origin. Cultural
values in the brand represents where the brand comes from. In a many cases
cultural values in the brand are related to its country of origin
o
Mercedes-Benz: German auto engineering excellence
o
Coca Cola: Kindness, gratefulness, happiness
o
Tantra T-shirts: Indian
4.
Relationship: How a brand treats its consumers.
o
Harley Davidson: Red carpet treatment HOG
(Harley Owners Group)
o
Dixons retail: Every single customer, every
single time is the most important person in the world
5.
Reflection: Who is the stereotypical user of the
brand? Not TG. The Stereotypical user.
o
Nike: The athletic superachiever
o
Omega Speedmaster: the professional who needs extremely
accurate timekeeping even under non standard conditions
6.
Self Image: Who does the consumer of the brand
see himself/herself as?
o
Fastrack watches: the ‘in-your-face’ rebel
o
Volkswagen Beetle: The affluent fun-lover
o
Big Bazar: The value conscious bargain hunter
To
understand this better, we’ll see how these factors apply to a single brand-
Appy Fizz:
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