Kapferer Brand Identity Prism

Kapferer brand identity prism model explained - toolshero

This article gives a practical explanation of the Kapferer Brand Identity Prism. After reading, you'll understand the basics of this powerful marketing tool.
What is the Kapferer Brand Identity Prism?
The Kapferer Brand Identity Prism is a model companies can use to build a powerful and durable brand identity. Every brand needs an identity that reflects the core values of the brand. Many brands that are bought in daily life have an obvious identity. A brand might be known for providing a specific product for the lowest price of all brands, and for another brand a higher price may mean more value for the customer.

The Kapferer Brand Identity Prism model is a widely accepted model in the marketing world. The prism visualises six aspects of a brand identity, namely: physique, personality, culture, self-image, reflection, and relationship. This model connects with brand management and enables the brand manager to look at the brand from different perspectives. This finally creates a clear idea of the brand and the image, and any inconsistencies are noticed early.

The Kapferer Brand Identity Prism was created by J. Kapferer in 1996. According to him, every brand can analyse its identity with the six elements from the prism.

Successful brands, and effective users of this model, succeed to project a positive image to their customers' brains. That is only achieved when all facets of the prism are carefully interwoven with the identity. Each element contributes to establishing and maintaining a strong brand identity.
The Kapferer Brand Identity Prism is two-dimensional
Kapferer Brand Identity Prism contains six aspects that have been divided into two dimensions. Firstly, the top of the prism shows the image of the sender and the bottom shows the image of the receiver. The second dimension consists of internalisation on the right and externalisation on the left.

Image Sender vs. Image Receiver
It must be possible to describe a brand as an object or person (physique, personality). Additionally, it must be possible to describe the brand in terms of the user (reflection, self-image).
Externalisation vs. Internalisation
A brand has several social aspects that determine the expression of a brand. This is called externalisation, and concerns the physique, the relationship, and the reflection. The brand also contains aspects that are interwoven with the brand itself. Internalisation concerns personality, culture, and self-image.
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