1. brand and brand identity

2. what is a brand?

3. it depends on whose perspective you look at it from

4. to CEOs, CMOs, and the likes, it represents a unique, timeless, idea

5. For the consumer, a brand is a set of perceptions, associations, and the likes

6. That creates a inside the consumer

7. That ultimately leads to some expectation of value

8. What is brand identity?

9. all of the pieces of the puzzle that define the uniqueness and value of a brand

10. brand identity prism -according to kapferer

11. Physique is what it does and what it looks like; its the core product features that make up the brand and enable the brand to add value

12. Personality is its character; what happens to this brand when it becomes a person?

13. Culture is the set of values feeding the brands inspiration

14. Relationship is the mode of conduct that best identifies how the brand interacts with its customers

15. Reflection is the image of the buyer and should reflect how the consumer wishes to be seen when they interact with the brand

16. Self-Image is how the brand makes the buyer feel when they interact with it

17. brand identity prism -according to kapferer

18. web site: http://detavio.com twitter: @detavio