Brand Identity Prism

Knowledge Center


Analyzing the identity of a brand. Explanation of Brand Identity Prism of Jean-NoŽl Kapferer. ('92)


  1. Summary
  2. Forum
  3. Expert Tips
  4. Resources


12manage is the world's #1 website about management.

By signing up you get full access to all knowledge centers and discussion forums, including Brand Identity Prism.

Why register?

Brand Identity Prism Kapferer

An obvious benefit of using a human being for a metaphor for a brand is that it becomes much more easy, especially for non-experts, to understand and discuss what a brand stands for. Consumers easily perceive brands as if they would have personality traits.


What is the Brand Identity Prism? Description

According to Jean-NoŽl Kapferer, brand personality should be just one key facet of brand identity.

Jennifer Aaker deserves credit for having revitalized the human metaphor for a brand, but she is causing conceptual confusion by merging a number of dimensions of brand identity into brand personality. Kapferer recommends to revitalize to the original terminology of brand identity as the overall brand descriptor.

Origin of the Brand Identity Prism. History

To understand Kapferer's model it is useful to read a bit of history:

Already in 1958, Martineau used the word "brand personality" to refer to the non-material dimensions that make a shop special: its character.

In the 60s and 70s there was a growing dissatisfaction with equating the product and the brand. A typical example of that was the term "Unique Selling Proposition" or USP from Rosser Reeves.

In 1982, Sťguela, a VP of an adverting agency, recommended that all brands be described along three facets:

  1. Physical. What does the product do and how well does it perform?
  2. Character. Brand personality facet.
  3. Style. Operational elements for adverting and communication.

In the late 80s, Ted Bates introduced the term "Unique Selling Personality". As a consequence, in the famous 'copy strategy' - the essential single sheet which summarizes the advertising strategy as related to copy - it became widespread to see a new item to be filled by account executives: brand personality.

Analogously to the use of the term "personality" in psychology, on the research side, the brand identity frameworks always quoted brand personality as a dimension of brand identity - namely those traits of human personality that can be attributed to the brand. Among the other dimensions are:

  • Brand inner values (cultural facet)
  • Brand relationship facet (its style of behavior, of conduct)
  • Brand-reflected consumer facet
  • Brand physical facet (its material distinguishing traits)

Book: Jean-NoŽl Kapferer - The New Strategic Brand Management: Creating and Sustaining ... -

Brand Identity Prism Forum (6 topics) Help
To get access to this forum, you need to be a member: Register
  Top-10 Naming Blunders For a Company, Product or Brand
Here's a list of errors you should avoid when choosing a name for your brand, product or company:
1. Using your family name. Unless your name is unique and memorable, it contains minimal promotional...

Brand Identity Strategy

Branding is the discipline of setting apart, distinguishing a company/product from the rest of the world, thereby establishing a brand with specific attributes just like a distinct personality.
Key in this is positioning: what the brand s...

Using the Brand Image for Recruiting and Selecting People

Dear all, I need some tips and literature on how you can use the brand image in the selection / recruitment process. I appreciate your reactions....

Developing an Advertising Campaign

It is important to make a creative brief, a Kapferer model and a funnel for the development of an advertising campaign....

How to apply the Kapferer Model in a Product and Service Dimension

How will the Kapferer model fit or how will it explain a product (tangible) and a service (intangiable)? Example?...

Significance of Kapferer Model for Developing an Advertising Campaign

What is the significance / importance of Kapferer's model in the development of an advertising campaign?...
Start a new discussion: Register

Brand Identity Prism Special Interest Group

Special Interest Group

Brand Identity Prism Education & Events

Find Trainings, Seminars and Events

Expert Tips - Brand Identity Prism Premium
Discover and utilize expert tips per method: Register

Pitfalls of International / Global Brands

Brand Portfolio Management, Brand Valuation

How to Build a Brand in China

Brand Development, China, Best Practices

What are Attributes of Strong Brands?

Brand Management, Brand Valuation

Characteristics of a Good Brand Identity Prism

Demands for Brand Identity Prism

How to Divest 2nd Tier CPG Brands?

Brand Portfolio Management, Freeing up Resources for Main Brands, Brand Valuation

Generic Traits of a Good Brand

Brand Management, Checklist

Nationalism and Patriotism in Corporate Brand Communication Strategies

Corporate Branding, Corporate Reputation, Corporate Nationality, Corporate Patriotism, Corporate Nationalism

Why are Brands Often So Similar? Understanding Brand Similarity/Parity

Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation

The Need for Brand Authenticity


Generic Implementation Steps of a Global Brand

Global Brand Development, Best Practices

The 22 Laws of Branding (Trout & Ries)

Branding, Brand Recognition

Status Brands: The influence of Power-distance Beliefs

Branding, Brand Management, Power Distance, Brand Recognition

Brand Relationship Quality

Branding, Brand Management, Brand Differentiation, Brand Relationship

Focus Points in City Branding

City Branding, Regional Branding, Geographical Branding

Three Dimensions in How Global Brands are Evaluated by Consumers

Global Branding, Corporate Reputation, CSR, Globalization

Resources - Brand Identity Prism Premium
Access presentations, news and videos on each method: Register

Steve Jobs on Brand Strategy and Core Values

Marketing, Branding, Strategic Vision, Core Values

Jennifer Aaker on Branding

Jennifer Aaker on Branding

Social Media for Organizations

Social Media for Business, Online Business Identity, Corporate Reputation, Social Networking for Business

Brand Stretching and Extension

Brand Management, Brand Identity, Global Brand, Meta Brand

Martin's Trust Model: The Trust Matrix

Trust, Corporate Reputation, Corporate Branding, Corporate Image

Branding Cities: City Branding

City Branding, Branding Strategies

Country Branding: Branding a Country

Country Branding, Place Branding

Brand Identity Positioning


How Sponsoring Enhances and Supports other Marketing Elements

Initial Understanding of the Added Value of Sponsoring

Brand Identity and Brand Equity: Nike versus Adidas

Brand Management, Branding

Brand Identity Prism Diagram

Brand Management


Brand Identity


Brand Dimensions


Brand Identity


Brand Dimensions


Brand Identity


Brand Dimensions


Brand Identity


Brand Dimensions

Compare with Brand Identity Prism:  Brand Personality Dimensions  |  Brand Asset Valuator  |  Reputation Quotient

Return to Management Hub: Decision-making & Valuation  |  Knowledge & Intangibles  | Marketing

More Management Methods, Models and Theory

Sponsor this knowledge center

Special Interest Group Leader
Expert? Become our Brand Identity SIG Leader.

All you need to know about management

12manage for:

Management Smart Card

12manage in:

The perfect souvenir for your education program

Copyright 2015 12manage - The Executive Fast Track. V14.0 - Last updated: 25-11-2015. All names tm by their owners.