What does brand identity prism mean?
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. The prism’s purpose is for brands to recognize the parts of their identity and make them work together to tell the brand’s story.
What is Kapferer prism?
Kapferer way back in 1986, the brand identity prism, sometimes called the Kapferer Brand Identity Prism, is a concept for describing a brand’s identity through its characteristics. The prism diagram is a useful visualization for identifying not only a brand’s core characteristics, but how they relate to one another.
What is a brand identity model?
Brand identity consists of a core identity and an extended identity. The former represents the timeless essence of the brand. This is central to both the meaning and success of the brand, and contains the associations that are most likely to remain constant.
What was the purpose of the Kapferer brand identity prism?
The Kapferer Brand Identity Prism. In 1986, professor Jean-Noël Kapferer sought to analyse the key elements which contribute to the identity of a brand. Considerations such as the nature of the service or product offered, or the name chosen for a business, led him to use a language of human qualities to do this.
How does the brand identity prism work in business?
The Brand Identity Prism works as a diagram to help us understand these elements and how they relate to one another. Together, Kapferer argues, the elements help businesses build strong brands, which in turn helps them communicate clearly and transparently and be easily remembered and recognized. The key elements of Kapferer’s model are as follows:
Why was Jean-Noel Kapferer interested in branding?
In 1986, professor Jean-Noël Kapferer sought to analyse the key elements which contribute to the identity of a brand. Considerations such as the nature of the service or product offered, or the name chosen for a business, led him to use a language of human qualities to do this.
What is the prism diagram for a brand?
The prism diagram is a useful visualization for identifying not only a brand’s core characteristics, but how they relate to one another. According to Kapferer, the strongest brands weave all six elements together seamlessly into a cohesive brand identity and message – with all six facets relating to the brand’s core essence.