Brand Identity Prism[品牌识别棱镜]
(Kapferer)

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把品牌比作人的明显优势在于，对消费者来说（尤其是非专家型的普通消费者），品牌变得更加容易理解与沟通， 消费者能够轻易地感知品牌，就好像它们也有了人的属性。

什么是品牌识别棱镜（Brand Identity Prism）？ 释义

根据Jean-Noël Kapferer的观点，品牌个性只是品牌身份的一个关键棱面。

Jennifer Aaker为品牌赋予人性特点的比喻方法，无疑值得称赞。但是，她同时犯了概念混淆的错误，她把品牌识别的不同棱面混合在了一起，全部融进了品牌个性中。 Kapferer建议，恢复品牌识别作为描述品牌的宽泛术语。

品牌识别棱镜的起源。 历史

了解一些品牌历史，对理解Kapferer的棱镜模型是有帮助的。

1958年，Martineau开始使用“品牌个性”这一词汇来描述造成商家与众不同的非物质方面的因素—— 特征。

20世纪60、70年代，人们对于将产品和品牌等同起来的做法越来越感到不满， 一个典型例子是Rosser Reeves 的 USP，即独特销售主张（Unique Selling Proposition）。

1982年， Séguela（一家知名广告公司的副总裁）建议，从三个层面来规范描述所有的品牌：

1. 物质层面（Physical）。 产品用途及产品表现。
2. 特征层面（Character）。 品牌个性。
3. 类型层面（Style）。 广告和交流等实际运作层面需要考虑的因素。

20世纪80年代末期，Ted Bates引入了一个新的理念——独特销售个性（Unique Selling Personality）。 结果，在流行的复制战略（Copy Strategy）——在一张纸上概括出可供复制执行的广告文案——执行过程中，品牌个性（Brand Personlity） 这一新的术语便开始充斥于广告业务人员的报告里。

在广告学研究领域，“个性”类似于心理学上的同名术语，品牌识别架构援引它作为品牌识别的一个尺度，也就是说，人所具有的个性特征在品牌身上也都可以找到。 除了品牌个性棱面以外，品牌识别架构的其他棱面还包括：

• 品牌内在价值/文化棱面
• 品牌关系棱面（行为风格）
• 消费者品牌反射棱面
• 品牌物质棱面（区别于其他品牌的物质属性）

参考书： Jean-Noël Kapferer - The New Strategic Brand Management: Creating and Sustaining…

论坛 关于以下内容的论坛讨论：品牌识别。您可以在下方提出有关此主题的问题、分享您的经验、报告新的发展或解释一些事情。 开始一个新的论坛主题关于品牌识别 在这里分享您的知识（或提出问题）   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 ... 28   40条评论 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)? Example?... 14   1条评论 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 appreciate your reactions.... 6   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.... 5   Significance of the Brand Identity for Advertising Campaigns What is the significance / importance of Kapferer's model in the development of an advertising campaign?... 5   1条评论 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 important benefit categories: 1. FUNCTIONAL BRAND BENEFITS: Assurance of quality and qu... 3   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 i... 3

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比较：   Brand Personality Dimensions[品牌个性维度]  |  Brand Asset Valuator[品牌资产标量]  |  Reputation Quotient[声誉商数]

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