
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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