To provide a more holistic representation of Brand Management, Jean-Noel Kapferer created a model called “Brand identity Prism”. The author uses a hexagonal prism as a model to define the brand identity.
The prism illustrates 6 aspects that compose the brand identity:
Physical elements: how we define the brand and how it will manifest, including its visual features
Personality: the traits of the brand in the eyes of the consumer
Culture: set of values that feed into or set a foundation for the brand
Relationship: nature of the relationship between the brand and its consumers, including both abstract aspects of the relationship as well as more tangible aspects
Reflection: refers to how a brand portrays its target audience. Reflection is a set of stereotypical beliefs or attributes of a brand’s target market, which is often highlighted in ads and other communications.
Self-image: relates to the way in which customers see themselves in a particular brand. Brands can use self-image to their advantage by incorporating it into their identities.
Please find attached below the Brand Prism Report of our brand:
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