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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:
- Physical. What does the product do and how well does it perform?
- Character. Brand personality facet.
- 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 ...
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Brand Identity Special Interest Group
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Special Interest Group (116 members)
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Forum about Brand Identity
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Discussions about Brand Identity.
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Brand Identity Strategy
Branding is the discipline of setting apart, distinguishing a company/product from the rest of the world, thereby establ (...)
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Best Practices about Brand Identity
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Here you find the most valuable discussions from the past.
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Expert Tips about Brand Identity
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Here you will find advices by experts.
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Pitfalls of International / Global Brands Brand Portfolio Management, Brand Valuation (...)
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How to Build a Brand in China Brand Development, China, Best Practices (...)
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What are Attributes of Strong Brands? Brand Management, Brand Valuation (...)
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Characteristics of a Good Brand Identity Prism Demands for Brand Identity Prism (...)
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How to Divest 2nd Tier CPG Brands? Brand Portfolio Management, Freeing up Resources for Main Brands, Brand Valuation (...)
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Generic Traits of a Good Brand Brand Management, Checklist (...)
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Nationalism and Patriotism in Corporate Brand Communication Strategies Corporate Branding, Corporate Reputation, Corporate Nationality, Corporate Patriotism, Corporate Nationalism (...)
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Why are Brands Often So Similar? Understanding Brand Similarity/Parity Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation (...)
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The Need for Brand Authenticity Branding (...)
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Generic Implementation Steps of a Global Brand Global Brand Development, Best Practices (...)
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The 22 Laws of Branding (Trout & Ries) Branding, Brand Recognition (...)
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Status Brands: The influence of Power-distance Beliefs Branding, Brand Management, Power Distance, Brand Recognition (...)
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Brand Relationship Quality Branding, Brand Management, Brand Differentiation, Brand Relationship (...)
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Focus Points in City Branding City Branding, Regional Branding, Geographical Branding (...)
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Three Dimensions in How Global Brands are Evaluated by Consumers Global Branding, Corporate Reputation, CSR, Globalization (...)
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Information Sources about Brand Identity
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Here you will find powerpoints, videos, news, etc.
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Jennifer Aaker on Branding Jennifer Aaker on Branding (...)
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Social Media for Organizations Social Media for Business, Online Business Identity, Corporate Reputation, Social Networking for Business (...)
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Brand Stretching and Extension Brand Management, Brand Identity, Global Brand, Meta Brand (...)
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Martin's Trust Model: The Trust Matrix Trust, Corporate Reputation, Corporate Branding, Corporate Image (...)
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Branding Cities: City Branding City Branding, Branding Strategies (...)
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Country Branding: Branding a Country Country Branding, Place Branding (...)
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Brand Identity Positioning Positioning (...)
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How Sponsoring Enhances and Supports other Marketing Elements Initial Understanding of the Added Value of Sponsoring (...)
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Brand Identity and Brand Equity: Nike versus Adidas Brand Management, Branding (...)
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Brand Identity Prism Diagram Brand Management (...)
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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
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