Kapferer’s Brand Identity Prism: Exploring the 6 Elements That Shape Brand Identity

For marketers, the story of conveying Brand Identity is always a difficult problem. How can a brand have its own identity? What elements form brand identity? and how will users perceive that identity?,… To create a true brand identity, it is not only based on common elements such as logos, symbols or a few taglines and messages. In this article, Marketing AI will introduce to readers the Brand Identity Prism model by Kapferer – One of the leading experts on brand identity in the world!

Jean-Noël Kapferer – an honorary professor of marketing at HEC Paris, is known as one of the leading Brand experts in the world. He has many in -depth research works on brand identity strategies, brand management, brand categories, … and are the author behind familiar books for marketers in the world like : The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands, ….

In 1996, Kapferer studied the brand identity and found six important factors that constitute it. In particular, Kapferer put these 6 elements into a model called the brand identity prism, helping the brand how these factors work and their relevance. Kapferer argues that, when understanding the brand prism and 6 inner fertilizers, together, the new business can build a brand to be strong, convey the exact color and value of the brand to For viewers.

The main factors of the Kapferer model include:

1. Physical
2. Personality
3. Culture
4. Relationship
5. Pictures of yourself
6. Reflection

The Kapferer Brand Identity Prism places these six elements between the business (Sender) and the customer (Receiver), representing the two parties’ perspectives on the brand. For example, the visual elements of a brand will be the first thing that the customer (Receiver) will recognize. It also divides them into two groups: Internal (Personality, Culture, Self-Image) to External (Physical, Relationship, Reflection).

In general, when the factors in the brand prism are transmitted homogeneous, positive and clear into the mind of users, then users will remember and understand the brand’s identity. From there, they easily distinguish the brand compared to other competitors on the market and always remember the brand when seeing similar images and messages in life. For example, when looking at an apple -shaped icon, users will immediately remember Apple’s luxurious and smart technology products.

Therefore, these 6 factors will create a basic model to help Marketer successfully build brands. Specifically:

Physique – Physical Constitution or Physical Characteristics

“Physique” is understood as the physical characteristics of a brand. It is an intuitive sign that consumers can easily identify brands such as logos, colors, product shapes, packaging and other design elements.

Physique is a factor that requires aesthetics and high art. The brand needs to use visual language, combine colors, design lines to evoke viewers’ emotions at first sight.

A typical example of a brand with clear physical characteristics is the iPhone. When mentioning the iPhone, images such as modern, sleek, minimalist immediately appear in the minds of consumers. Because Apple has been very successful in conveying these core values ​​​​in every physical feature from product design, color, logo, packaging or brand communication publications, … Apple has maintained consistency in the user experience.

Similar to Apple, Nike is also a brand that has successfully created a unique visual identity. The highlight of Nike’s identity is the swoosh – Nike’s distinctive, unmistakable symbol. To turn a light comma into an image that impresses consumers, Nike always places this mark at the center of all products, media publications,… of the brand. And brings this swoosh to sports programs and activities,… so that every time they see that image, users always remember Nike with its positioning as a brand with a sporty, dynamic spirit.

Personality – Personality or Brand Personality

The second factor is the personality or personality of the brand – the invisible characteristics of the brand in the eyes of consumers. Simple understanding brand personality is like the personality of the person, with a cold, luxurious brand like Hermes, but there are also brands of humorous, disruptive, interesting personality like Duolingo. The personality dug deeper into the nature of a brand behind its physical appearance.

If the physicality is expressed through colors, logos, … then the product will be more clearly portrayed through the way of color scheme, personality design style or dreamy, how to write content On luxurious or funny information pages, youthful, …

In general, to convey brand character, brands need to use a expression, tone with a specific design concept. For example, Coca-Cola uses its own iconic typography, combining red to convey joy, and this is also the color of food. Thereby, the brand has successfully brought a sense of comfort and fun for users whenever they see and become a favorite drink at meals.

Another prominent example is two brands in the car market but has two completely different colors: Jaguar luxury car brand and dusty jeep for adventure. While Jaguar always shows the pride of the image of luxurious, high -end cars, modern and flashy media campaigns. Jeep shows a strong and durable personality, through dusty media images, showing the health of the car in complex terrain instead of lavish streets. These features form a unique character of each brand, allowing them to attract a separate customer group.

In general, brand character plays an important role in building emotional connection with the audience. When building a consistent and attractive brand personality will help increase the value of the product, allowing customers to express their personality through the color of the brand, thereby strengthening their loyalty.

Relationship

The final element in Kapferer’s Brand Identity Prism is the relationship between the brand and other parties such as consumers and internal business.

In particular, Customer Relationships help brands create deeper connections with consumers, strengthening their loyalty. The relationship between brands and consumers can include many different types from friendly, approachable, fun like friends or professional and separate. For example, luxury car brands like BMW often have serious relationships with customers, do not interact too much with each other on social media platforms but the way of communication is very professional. In contrast, the language learning application DuoLingo builds a very fun, humorous and friend-like relationship with customers through the owl mascot Duo.

In addition to the relationship with users, nurturing the relationship between the business and the internal environment is also very important. This special connection will determine the way the business operates and how employees introduce your business to the market.

Culture

According to Kapferer, culture is a collection of nurturing values ​​or a platform for brand development. Cultural factors will include culture and values ​​of the country’s origin. For example, Ferrari is associated with the elegance and tradition of Italian sports cars. Or brands like Opel, Mercedes-Benz and BMW show the prestige and reliability based on techniques and culture about the punctuality and always accurate Germany. However, in some other cases, culture may not be related to the country’s origin, which is built by the brand leader.

The most prominent example of cultural factors must mention the Japanese car giant Toyota – the brand has brought a lot of Japanese cultural values ​​into the process of building its brand identity. In 2001, Toyota launched Toyota Way, based on traditional Japanese artistic and philosophical values. Among the values ​​are the philosophy of “Kaizen” (continuous improvement) and “jidoka” (automated with human contact), both reflect the hard work of the Japanese working. . This move not only helps Toyota strengthen the connection with Japanese people but also attracts a large number of consumers around the globe by beautiful cultural features.

In short, culture plays an important role in building brand identity, reflecting how the brand operates, develops and shows the morality of the brand.

Self-Image – The image of self that the customer perceives

Pictures of yourself related to how customers see themselves in a specific brand. It can be understood simply, images are like a mirror that the target customer shines on themselves when they interact with a brand. For example, the Kun’s “Kun milk” campaign, making customers feel like a charity when contributing to contributing milk boxes for the children with just the like share buttons.

For example, the famous beverage brand Schweppes targets adults with a slightly bitter drink. The brand wants customers to use Schweppes drinks, they will feel themselves as active and independent. Therefore, Schweppes’s oral fishing is “distinguishing men from boys and women with girls”, in order to show sophistication and class, strengthen the image of the user.

In general, bringing the image of customers themselves into brand identity is an effective strategy to attract and retain customers. To do that, first of all the brand must build an image similar to the wishes of customers such as: showing luxury, mature or innocence, cute, … Next, the brand is transmitted. Download to customers that using the product will help customers become the best version.

Reflection – Reflection or reflection

Marketers when learning about this model often confuse Self-image and Reflection:

• Self-image refers to how customers perceive themselves when using a product.
• Reflection refers to how a brand portrays its target audience.

Or simply put, Reflection is the way a brand describes its target customer base in a way that reflects the brand’s unique style.

For example, Coca-Cola and many other beverage companies portray their customer base as fun, friendly teenagers. Therefore, Coca-Cola’s marketing campaigns mainly feature images of this consumer group.

In contrast to Porsche, the brand’s prominent customer base is wealthy men who feel and want to show off their status by driving an expensive car like a Porsche. Therefore, Porsche’s marketing strategies are mainly aimed at a demographic group: wealthy, stylish.

Overall, the above 6 elements will form 4 aspects of a brand:

• Picture of Sender : Includes Physical Characteristics and Brand Personality, which refers to how the brand presents itself to customers.
• Picture of Receiver : includes reflection and self-image and refers to how customers perceive the brand.
• Externalization : Includes the brand’s relationships with customers and the product features that customers can see, such as physical features and how the brand is portrayed to potential customers in communication campaigns (refection )  . 
• Internalization : includes culture and internal management factors such as human resource policies, corporate culture,…

Kapferer’s Brand Identity Prism Example

To better understand Kapferer’s Brand Identity Prism and how brands are applying it today, let’s look at some examples from Levi’s and L’oreal.

Levi’s Through Kapferer’s Brand Identity Lens:

1. Physique : The iconic blue jeans and distinctive red logo represent the brand’s unique style and strength in denim products.

2. Personality : Simple, Youthful, Free

3. Relationship : Good product quality, reasonable price and unique design.

4. Culture : American Individualism Style

5. Reflection : Suitable for everyone

6. Self-Image : The wearer feels fashionable, liberal and somewhat like an explorer when wearing the outfit.

L’oreal through Kapferer’s Brand Identity Lens:

1. Physique : Skin care products specifically for women

2. Personality : Beautiful, attractive woman

3. Relationship : Loreal is a beauty assistant trusted by many women.

4. Culture : Focus on beauty, Constantly innovate, Have deep professional knowledge

5. Reflection : Make users feel like they benefit from the expertise and experience of Loreal’s skincare experts at an affordable price.

6. Self-Image : They feel like a beautiful, confident, independent and strong woman when using Loreal products.

Conclusion:

In general, when the 6 elements in Kapferer’s Brand Identity Prism are clarified, it will help the brand have an overall portrait of itself, showing how the brand image appears in the eyes of consumers, the market and the brand’s own employees. Thereby, Kapferer’s Brand Identity Prism helps the brand express its identity consistently at every touchpoint, from physical images to emotional elements, from internal to external to the business.