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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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In the forum section you will find recent discussions within this knowledge area.
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In the best practices section you will find the best forum discussions within this knowledge area.
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In the expert tips section you will find advices from experts within this knowledge area.
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Pitfalls of International / Global Brands
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How to Build a Brand in China
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What are Attributes of Strong Brands?
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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?
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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
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Why are Brands Often So Similar? Understanding Brand Similarity/Parity
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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
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Brand Relationship Quality
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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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In the Resources section you will find powerpoint presentations, micro-learning videos, articles, news items, etc. within this knowledge area.
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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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News about Brand Identity
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News about Brand Dimensions
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Videos about Brand Identity
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Videos about Brand Dimensions
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Presentations about Brand Identity
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Presentations about Brand Dimensions
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Books about Brand Identity
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Books about Brand Dimensions
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More about Brand Identity
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More about Brand Dimensions
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Compare with Brand Identity Prism:
Brand Personality
Dimensions | Brand
Asset Valuator |
Reputation Quotient
| Brand Equity Model
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