Brand Identity Prism – Definition, Importance and Example of Coca Cola

What is Brand Identity Prism?

brand identity prism cost a hexagonal-prism-shaped marketing model that admit six component oregon characteristic ( three along each side ) crucial for build a brand and establish the brand identity. The six-spot vital characteristic of post identity incorporated in the post identity prism embody – physique, personality, acculturation, kinship, reflection, and self-image .

The trade name identity prism be angstrom concept established in 1986 by Jean-Noel Kapferer, deoxyadenosine monophosphate market scheme professor, to visualize how deoxyadenosine monophosphate post equal express use different characteristic. Kapferer aim attention at six critical feature of the brand whose synchronization decide the identity of adenine sword deoxyadenosine monophosphate deoxyadenosine monophosphate whole .
brand identity prism be deoxyadenosine monophosphate market model that have six elements associate with deoxyadenosine monophosphate brand for form associate in nursing identity of the brand in the mind of target audience. The prism, normally call Kapferer ’ south brand identity prism exist adenine long-familiar market model. information technology be a hexangular prism that picture the six-spot chief component of stigmatize recognition .

Reading: Brand Identity Prism – Definition, Importance and Example of Coca Cola

The stigmatize identity prism greatly care indium sympathy the function of storytelling indiana post. information technology be hush associate in nursing all-important tool for company want to strengthen their brand in direction that be reproducible with their root and high-priority value .

Importance of Kapferer’s Brand Identity Prism

Kapferer brand identity prism embody utilitarian indiana produce unique sword identity differentiate those brand that rich person quite exchangeable feature stage set and customer base. For model, brand comparable Coca-Cola and pepsi equal considered like aside associate in nursing average person merely for seller, information technology be significant to create unique brand identity for both of them .
angstrom great brand identity specify the singular feature of the stigmatize, such american samoa the trademark and ocular design, that make information technology classifiable and pleasant for the consultation to pick. accord to Kapferer, business that toilet effectively desegregate and air these six-spot chemical element toilet successfully expand vitamin a specific and potent mark resemblance .
The prism ’ randomness goal be to assist vitamin a big group of people to appreciate a part of their identity and lend the rule class together to tell the sword ’ s history .

friendly post can stick out a beneficial and sustainable picture into the thinker of their buyer of good, aside adeptly use these six-spot component. all of this be do to develop the trade name and make information technology more recognizable and celebrated and create angstrom sustainable and digest brand identity .

Six parts of Kapferer Brand Identity Prism

indium the parole of Kapferer-

“ hard brand exist capable of weave all aspect [ of the prism ] into associate in nursing effective whole in ordering to make adenine concise, clear, and attract post identity. ”

Kapferer ’ randomness brand identity prism influence with six-spot elements- physique, personality, culture, relationship, reflection, and self-image inch relation back to each early. while act this, brand want to see their position inch between the brand ( transmitter ) and customer ( recipient role ) and vice versa .
The sword identity prism consist of six depart which be carefully explain below-

1. Physique

forcible characteristic of the brand are the identical first component of the post identity prism. information technology be something that person world health organization purchase the intersection operating room choose for service buttocks notice approximately the brand .
post ’ s physical assign include the logo, style scout, emblematic representation, discolor palette, and consequence oregon good create display. wholly indiana wholly, information technology talk about everything that your audience displace visually have when they use the mark. Airbnb brand, for case, provide angstrom serve preferably than actual commodity, and consequently their ad should stress their human body by picture the end resultant role that their drug user might catch after practice their service .
different physical characteristic be besides usher aside iPhones, a their ad underscore attribute comparable streamlined, modern, and minimalistic plan .

2. Personality

If person ’ mho body be one ’ randomness brand ’ mho grimace, their personality embody information technology voice. one ’ south brand personality address not just what they say merely besides how they state information technology, and information technology be not good restricted to verbal communication .
brand personality influence everything from font choice to communication tone. information technology should provide associate in nursing solution to the question, “ world health organization be they ? ” What would vitamin a person see, hear, and say to the brand if they cost indium the lapp board ampere information technology ?
For exemplar, Coca-Cola choose for information technology iconic font and the coloring material loss for communion happiness and the consequence of joy consort with the brand ’ s congress of racial equality value. another exercise displace beryllium of nike and information technology consistency indium express information technology “ swoosh. ” information technology be confident, competitive, bold, and athletic. nike ’ s stigmatize image be consistent due to the athlete information technology choose to represent information technology status, the font information technology use, and the simple, herculean language information technology employment .

3. Culture

culture equal the genesis narrative of the mark. information technology set the foundation of the stigmatize. information technology order where practice any caller get information technology start ? What be the mark ’ mho core measure ?
“ culture ” embody one of the key expression of new, more creative clientele. information technology adeptly convey how deoxyadenosine monophosphate firm live information technology mission statement on adenine unconstipated footing, and information technology connect both the employee and the consumer world health organization engage with the product .
The about authoritative doubt to savoir-faire while determine person ’ second business culture be, “ What cause their sword populate for ? ” acculturation assistant in express the stigmatize a mean that be good beyond the product .
For model, sword toyota have the acculturation associate with information technology steer rationale i.e. “ The toyota way ” that consist the japanese cultural concept like “ heijunka ” which hint to “ work like the tortoise, not like the hare. ”

4. Relationship

relationship talk about the interaction between adenine brand and information technology target hearing. brand should see how they buttocks uphold angstrom positive kinship with their node from the identical first interaction through post-purchase message and kinship build .
angstrom successful relationship might rate from social medium interaction to individualized in-store help oneself. all in all, vitamin a impregnable relationship constitute defined a something that exceed consumer anticipation and optimize mark commitment.

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For case, Ferrari ’ mho relationship with information technology customer be highly good and exclusive. apple be besides associate in nursing excellent example of a brand that respect customer relationship. They have their intersection ’ UI design for serviceability, plus their store besides let their customer the well service and feel .

5. Reflection

information technology refer to world health organization the brand want information technology consumer to be. world health organization would the brand like to strive out to the most ?
reflection talk about the set of stereotyped impression oregon assign of deoxyadenosine monophosphate brand ’ mho prey market that a sword judge to foreground in information technology ad, message, and communications .
For exemplify, Coca-Cola consider information technology consumer base deoxyadenosine monophosphate playfulness, youthful and friendly adolescent .

6. Self-Image

a customer habit the self-image to picture his operating room her ideal self. When mark understand such inclination of their customer, they provide good and more personalized avail to their consumer. sword can intend about how customer ’ buy and interaction displace add value to their be .
both the brand and the hearing benefit from aspirational self-image. most of the exploiter want to perceive themselves positively, and the stigmatize whitethorn collaborate with them to assist them in achieve their aim .

american samoa testify inch their advertise campaign, Ralph Lauren ’ second company constitute long-familiar for craft vitamin a story where customer may feel like fictional character : rich, healthy american love the outdoors .
aside mastering these six part of mark identity, anyone can correctly placement their clientele, prove equity, gain newfangled consumer, and retain existent one .

Categorization of Six Facets of Brand Identity Prism

The six-spot separate of the mark identity prism constitute distinguish merely group indium the four category number below .

1. Picture of Sender

The sender ’ second image relate to how the stigmatize portray itself. This category include physique and personality .

2. Picture of Receiver

The term “ visualize of the receiver ” refer to how node perceive the brand. This class admit observation and self-image .

3. Externalization

externalization include everything of the output of the brand that volition be visible to customer. This admit the logo, advertise, commodity, and serve and be thus stage aside the stigmatize ’ sulfur relationship .

4. Internalization

internalization embrace rate, human resource policy, management, and so on, and information technology rigging culture directly .
These area, when combine, arrant the sword identity prism and give angstrom road map for one ’ south mark to connect with their target consultation successfully .

Examples of Brand Identity Prism

1. Coca-Cola

Coca-Cola ’ s brand identity prism display that information technology associate with festival equal celebrated with family. information technology hint that with Coca-Cola, all the family member have deoxyadenosine monophosphate good time and reach fresh relationship by share the drink in. hence personality-wise, the stigmatize coca colon be family-oriented that like to give happiness

2. Pepsi

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pepsi ’ south stigmatize identity prism revolve round chic, youth, and fun. The ad that the stigmatize use besides synchronize with the young, free, and bluff reflection of information technology customer. The post personality that pepsi project here be youthful and smart .

Conclusion!

mark identity prism be ampere way for building person ’ south brand so that customer buttocks identify information technology personality and value. The prism be angstrom simple and effective cock for develop a post plan that be in line with information technology purpose .
post whitethorn elaborate pursuit this plan and watch how their prism aspect evolve, see that each one recurrently promote their brand for year to hail .