A brief look into brand identity and some of the models involved with its such as the brand identity prism. as well as examples of Nikes Identity prism and Jaguars identity prism. A lot more info can be located on my website : https://digibowl.wordpress.com/2016/03/30/what-is-brand-identity-a-closer-look-at-the-brand-identity-prism/

1. BRAND

2. BRAND IDENTITY

3. Definition
The brand’s identity is fundamental for consumer to recognize
and symbolize the brand’s differentiation from competitors.
“A Brand is not the name of a product. Is the vision that drives
the creation of products and services under that name. That
vision, the key belief of the brands and its core values is called
identity” (Kapferer, 2008)

4. Brand Identity Prism

5. PHYSIQUE
• 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 in the basis
of the brand.

6. PERSONALITY
• Is the brand’s character. This can be realized by using a specific style of writing, using specific
design features or using specific colour schemes. Also a celebrity can be used to vitalize a
brand.

7. CULTURE
• Is the system of values and basic principles on which a brand has to base its behaviour
(products and communication). Many associations in this area are linked to the country of
origin; McDonalds, appeals to American values, Mercedes-Benz to German values.

8. Relationship
• The strength of the relationship between the brand and
the customer.
• It may represent beliefs and associations in the human
world. A brand can symbolize a certain relationship
between people.
• Relationship aspect requires a brand manager to
express the relationship his/her brand stands for.
(eurib, 2016)
Dominos gives free pizza to its customer if the
delivery time take more than 30 minutes.

9. Reflection
• What does the brand represent in the customers mind
or rather the customer mind-set as reflected on the
brand.
• Reflection (of the consumer) makes reference to the
stereotypical user of the brand and is the source for
identification.
• When thinking in terms of reflection, in the case of
Coca-Cola you could describe the consumer base as 15
to18 year olds (with values such as fun, sporty and
friendship), while the actual target group of this brand is
far broader.

10. Self-image
• How does the customer see himself when compared to the brand.
• Self-image is kind of a mirror the target group holds up to itself.
Apple users thinks that they are special because
it makes customers feel special.
Porsche driver who thinks others will think he is rich
because he can afford such a flash car

11. NIKE BRAND IDENTITY PRISM
PHYSIQUE PERSONALITY
REFLECTION
CULTURERELATIONSHIP
SELF IMAGE
 Product oriented
 Comfortable
 Quality and wide
range of choices
 Sporty
 unique
 Relates to motion
and speed
 Trendy
 athletic
 Comfort
 Trustworthy
 You run your day,
do not let it run you
 Fitness
 Modern
 Technological
 Sport oriented
 Competitive
 Youth
 Energy
 Athletic image
 Loyal towards the
brand
 Cool and trendy

12. JAGUAR BRAND IDENTITY PRISM
PHYSIQUE PERSONALITY
REFLECTION
CULTURERELATIONSHIP
SELF IMAGE
 gradient shades of silver,
grey metallic
 roaring jaguar face
 Iconic Design
 strength, speed and
relentlessness
 Ambitious
 Dynamic
 Trustworthy
 Strong
 Loyal
 Reliable
 Luxury
 Modern
 Status quo
 Sophesticated
 Provocative
 Aggressive
 Looking to be different
 Successful
 Modern
 Quality oriented
 Exclusive
 Unique
 Prestigious
 Innovative
 Tech savvy

13. • Brand Identity Prism enables brand managers to assess the strengths and weaknesses of their
brand using the six aspects of this prism.
• It also helps to find the ways of creating the brand loyalty and financial value.