This ppt explains the 6 aspects of Kapferer's brand identity with the help of examples of Monster and Budweiser.

1. KAPFERER’S BRAND
IDENTITY PRISM
By- Akash Sharma
(akashshrm5@gmail.com)

2. KAPFERER’S BRAND IDENTITY PRISM
What is
brand
identity?
It is the outward expression of the brand
including its name, trademark,
communications and visual appearance.
The brand’s identity is its fundamental means
of consumer recognition and symbolizes the
brand’s differentiation from competitors.

4. ASPECTS OF BRAND
IDENTITY PRISM
1. Physique is the set of the brand’s physical
features, which are evoked in people’s mind when
the brand name is mentioned.
2. A brand can symbolize a certain relationship
between people. It requires a brand manager to
express the relationship his/her brand stands for.
3. Reflection makes reference to the stereotypical
user of the brand and is the source for
identification.

5. 6. Self-image is kind of a mirror the target
group holds up to itself. A Porsche driver
thinks others will think he is rich because
he can afford such a flash car.
ASPECTS OF BRAND IDENTITY PRISM
4. A brand has a personality. By
communicating, it gradually builds up
character. The way in which it speaks of
its products or services shows what kind
of person it would be if it were human.
5. Some brands have their own culture and
they end up being cult. Both the product
and the communication reflect this culture.

6. PICTURE OF SENDER
PICTURE OF RECEIVER