Brand Identity Prism
(Kapferer)

Knowledge Center





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


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-Noël 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, Séguela, 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-Noël Kapferer - The New Strategic Brand Management: Creating and Sustaining ... -


Special Interest Group - Brand Identity


Special Interest Group (116 members)


Forum - Brand Identity  

Discussions about Brand Identity.


  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 (...)
 
 
 
 
  How to Apply the Kapferer Model to a Brand
How to apply the Kapferer model in a practical sense… How will it explain a product (tangible) or a service (intangible) (...)
 
 
 
 
  How to Use the Brand Image for Recruiting Employees?
Dear all, I need some tips and literature on how you can use the brand image in the selection / recruitment process. I a (...)
 
 
 
 
  Developing an Advertising Campaign
It is important to make a creative brief, a Kapferer model and a funnel for the development of an campaign. (...)
 
 
 
 
  Significance of the Brand Identity for Advertising Campaigns
What is the significance / importance of Kapferer's model in the development of an advertising campaign? (...)
 
 
 
 
Hot Functional and Emotional Benefits of Brands
It's time to build brands beyond their functionality.Every brand which has succeeded over time has provided two importan (...)
 
 
 
 
  Brand Identity Strategy
Branding is the discipline of setting apart, distinguishing a company/product from the rest of the world, thereby establ (...)
 
 
 
 

Best Practices - Brand Identity

Here you find the most valuable discussions from the past.



Expert Tips - Brand Identity

Here you will find advices by experts.


 

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

Branding (...)
 
 
 

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

Here you find powerpoint presentations, micro-learning videos and further information sources.


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

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 (...)
 

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


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


More Management Methods, Models and Theory

Special Interest Group Leader

You here? Sign up for free


 


About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
© 2019 12manage - The Executive Fast Track. V15.2 - Last updated: 15-12-2019. All names ™ of their owners.