brand and brand identity

what is a brand?

it depends on whose perspective you look at it from

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

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

That creates a

inside the consumer

That ultimately leads to some expectation of

What is brand identity?

all of the pieces of the puzzle that define the uniqueness and value

of a brand

brand identity prism

-according to kapferer

Physique is “what it does” and “what it looks like;” it’s the core product features that make up the brand and enable the brand to add value

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

Culture is “the set of values feeding the brand’s inspiration”

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

Reflection is the image of the buyer and should

“reflect” how the consumer wishes to be seen when

they interact with the brand

Self-Image is how the brand

makes the buyer feel when they

interact with it

brand identity prism

-according to kapferer

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