Blog 4

Kapferer’s Brand Identity Prism

Link: http://server2.docfoc.com/uploads/Z2015/12/10/FTPdIALx5F/e3314538aebf2d2d5cac0502d709d67f.pdf

This article first clearly identifies the difference between brand identity and image. Identity is what is sent to the audience and image is what is received by the audience. The brand is the interpreted based on: personality, culture and self-image.

There are six aspects of brand identity prism that help to form and develop a strong brand:

1.    Physique: Identify brand name and physical features

2.    Personality: Characteristics of the brand created by by images, messages, and layout

3.    Culture: The values that a brand bases its behaviors on. (Can also determined culture based on location.)

4.    Relationship: Relationship with brand’s meaning and customers

5.    Reflection: Reflection of the consumer by identifying stereotypical users.

6.    Self-image: What is the self-image is your target group. In other words how do they perceive themselves and how do they perceive themselves in relation to your brand.

I need to identifying my brand and how my audience views themselves. How I can create a correlation between my brands audience activity. For example, Nike is associated with sports however not all users play sports. However, some consumers active or not their self-image is “Sporty” because they wear brands like Nike. I must first determine how these brands have made this association and next how to make my brands association. I will use this model to determine the strength and weaknesses of my current brand and as improving my Madalyn’s Music.