Examples of the Brand Identity Prism To get a grasp of how simple and how powerful this brand identity prism can be, let’s consider a few examples you should be familiar with. Some of these are courtesy of Jean-Noel Kapferer and David Aaker, and some have been ‘imagineered’ by us to help elucidate the concepts.

av A Hampf · 2009 — A Brand Personality Framework (Aaker 1997). Kapferer (2008) förklarar att ett varumärkes identitet består av sex prism, appendix 1).

Kapferer’s Brand Identity Prism (sometimes also referred to as the Kapferer Prism) is a popular framework that can be used to help you define what your brand is. Created by professor and brand expert, Jean-Noël Kapferer, in 1996, this method encourages you to analyze the various factors that go into building a brand identity, with particular emphasis being placed on the people that matter most – your … KAPFERER’S BRAND IDENTITY PRISM Aspects of Brand Identity Prism 1. Physique is the set of the brand’sphysical features, which are evoked in people’sminds when the brand name is mentioned. Kapferer states that this aspect has to be considered the basis of the brand. Now let us look at the Brand Identity Prism based on Kapferer model and the 6 key dimensions in it 12. Internalisation Externalisation Constructed Source Constructed Receiver -Business Process -Customer Relations -Brand Values -Training -Quality -Staff Motivation -Recruitment Policies -Technology etc..

Kapferer brand identity prism

Brand Personality As per Kapferer Brand Identity Prism, a brand has a personality. By communicating, it gradually 3. Brand Identity Prism. The Brand Identity Prism is a concept coined by J. Kapferer in 1986. According to him, any brand can be identified by its characteristics.

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.

Flaggskeppsprodukten Model S. Hög prestanda, lyxig, längsta räckvidden av alla elbilar, Brand Equity, Brand Identity Prism samt resonemang inom Recession marketing. Resultat: Undersökningen har visat likheter och skillnader i respondenternas The theory chapter is based on a model about brand identity, ?Brand Identity Prism? (Kapferer, 2008, s.183). This model contains six elements which we have Brand Identity Prism - J.N Kapferer.

Brand identity prism by Kapferer is a model that helps build solid brand identities. It focuses on six elements of a brand and how they relate to each other.

STRATEGIC BRAND MANAGEMENT KAPFERER’S BRAND IDENTITY PRISM Yunus Emre YASTIOĞLU Zeynep ÇIKIN 2. KAPFERER’S BRAND IDENTITY PRISM What is Brand Identity? Brand Identity was mentioned for the first time in Europe by 3. KAPFERER’S BRAND IDENTITY PRISM Differences As you can see the Brand Identity Prism consists of a hexagon where each side represents an essential element of the brand identity as identified by Kapferer.

It focuses on six elements of a brand and how they relate to each other.
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According to Jean-Noël Kapferer, brand personality should be just one key facet of brand identity.

A brand might be known for providing a specific product for the lowest price of all brands, and The Brand Identity Prism is a concept developed in 1986 by Jean-Noel Kapferer, a professor of marketing strategy, in order to visualize how a brand is expressed through specific facets. Kapferer honed in on six vital characteristics of brand identity and decided that the best way to represent how they interact as parts of a whole was by putting them in a prism form. Kapferer Brand Identity Prism – Concept and Examples 1. Brand Physique A brand, first and foremost, should have ‘physique’ with physical specifications and qualities.
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What is the key element that makes all the magic happen? This article will uncover this mystery with the most essential branding concept – the Kapferer brand

The Brand Identity Prism was first an idea introduced by J. Kapferer in 1986. Today, it is a well-known marketing model that describes a brand’s identity through its characteristics. It is a hexagonal prism that reflects the six key elements that makeup brand identity. The brand identity prism In order to understand well the brand identities of Paris Saint-Germain and Real Madrid, we used a Kapferer’s Brand Identity Prism divided in 6 main topics : physique, relationship, reflection, self-image, culture and personality. “Kapferer states that these aspects only come to life when the brand communicates with the consumer. Strong brands are, according to Kapferer, capable of weaving all aspects into an effective whole as a way of coming to a concise, clear and appealing brand identity” (Kapferer, 2009).