Presented by:Anshu SharmaArpit GoyalIt i BansalNitesh SinghPrateek Chauhan

BRAND IDENTITY PRISM

FORPEPE JEANS

Kapferer has developed a brand identity prism where he distinguishes a sender and recipient side, plus an externalisation and internalisation side.

The 6 identity facets express the tangible and intangible characteristics of the brand

BRAND IDENTITY PRISM

Brand IdentityBrand identity is specifying the facet of brands,

uniqueness and value. It is the source of brand positioning.

Brand positioning It is the Angle which is used by the product to enter

the market. It is two stage process:- It indicate to what “competitive set” brand associated

with.Brand’s “essential diff erence” with its competitors.

An exterior tangible facet communicating physical specificities, colour, form and brand qualities. Physique is the starting point of branding and therefore it forms the brands backbone.

DenimGreat fi t

PHYSIQUE

An internal intangible facet which forms the character, soul and brand personality which are relevant for brands. IndependentFashionableYoung with an attitude

PERSONALITY

Symbolizes the organization, its country of origin and the value it stands for

Cool culture Individuality

CULTURE

The way the brand connect to its customers 

Social Discerning Distinct Identity

RELATIONSHIP

An external intangible facet reflecting the customer as he or she wishes to be seen as a result of using a brand. So called: the target outward's mirror.

Young at HeartTrendsetting

REFLECTION

although your targetmay look like this

they maywant othersto see them

like this

at leastthis guy

did

An external intangible facet reflecting the customer attitude towards the brand. So called: the target internal mirror 

ExtrovertSports and Music Lover

SELF IMAGE

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