Brand Identity
Kapferer’s Brand-Identity Prism model Type of model: Author(s): Domain: Brand model (structure model) J.N. Kapferer Identity and image
Figure 1: Six dimensions of brand identity In his so-called Brand Identity Prism, Jean-Noël Kapferer identifies six aspects of brand identity: (1) physique, (2) personality, (3) culture, (4) relationship, (5) reflection and (6) self-image. These six aspects are divided over two dimensions: a. The constructed source vs. the constructed receiver: a well-presented brand has to be able to be seen as a person (constructed source: physique and personality) and also as the stereotypical user (constructed receiver: reflection and self-image). b. Externalisation vs. internalisation: a brand has social aspects that define its external expression (externalisation: physique, relationship and reflection)
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and aspects that are incorporated into the brand itself (internalisation: personality, culture and self-image). Kapferer states that these aspects can 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. We will go into the six aspects in detail below. 1. Physique: this is the set of the brand’s physical features, which are evoked in people’s minds when the brand name is mentioned. Kapferer states that this aspect has to be considered the basis of the brand. Key questions regarding this aspect are: what does the brand look like? What can a consumer do with it in terms of functionality? And how can it be recognized? It is also important to have a clear flagship product representing the brand’s overall qualities. A good example is – in Kapferer’s opinion – the Orangina brand. Due to the consistent use of the round orange-textured bottle, Orangina has managed to create a differentiating and recognizable market position for the brand. Kapferer furthermore states
Figure 1: Six dimensions of brand identity In his so-called Brand Identity Prism, Jean-Noël Kapferer identifies six aspects of brand identity: (1) physique, (2) personality, (3) culture, (4) relationship, (5) reflection and (6) self-image. These six aspects are divided over two dimensions: a. The constructed source vs. the constructed receiver: a well-presented brand has to be able to be seen as a person (constructed source: physique and personality) and also as the stereotypical user (constructed receiver: reflection and self-image). b. Externalisation vs. internalisation: a brand has social aspects that define its external expression (externalisation: physique, relationship and reflection)
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and aspects that are incorporated into the brand itself (internalisation: personality, culture and self-image). Kapferer states that these aspects can 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. We will go into the six aspects in detail below. 1. Physique: this is the set of the brand’s physical features, which are evoked in people’s minds when the brand name is mentioned. Kapferer states that this aspect has to be considered the basis of the brand. Key questions regarding this aspect are: what does the brand look like? What can a consumer do with it in terms of functionality? And how can it be recognized? It is also important to have a clear flagship product representing the brand’s overall qualities. A good example is – in Kapferer’s opinion – the Orangina brand. Due to the consistent use of the round orange-textured bottle, Orangina has managed to create a differentiating and recognizable market position for the brand. Kapferer furthermore states