What is the Brand Identity Prism? - Words of Noor

Jean-Noel Kapferer established a model “Brand Identity Prism”, through this model companies can build a powerful and strong brand that helps companies to stand out from their competitors, can attract more number of the customer along with the increment in customer loyalty.

Brand Identity Prism is a hexagonal prism, the name of these six elements are physique, personality, relationship, culture, reflection, and self-image.

Now, let’s examine the Brand Identity Prism with the help of an example of Nestle Maggi. 

Brand Identity Prism of Nestle Maggi

1.      Brand Physique

Brand the physique is the first and foremost step in the development of a brand, brands must have physical qualities and specifications. The physical characteristic of Nestle Maggi is well-packaged food in colorful and attractive packaging.   

2.      Brand Personality

A brand is defined as a character or personality, the same as a human brand also has some characteristics. For example, the personality of Nestle Maggi is traditional, honest, and familiar.

3.      Brand Culture

According to the Brand Identity Prism of Kapferer, brands also have their own cultures, values, and principles. Brands show their culture through their product and communications. Nestle Maggi has a culture of purity, love, taste, and familial affection.

4.      Brand Relationships

Brands have relationships with their consumers and customers. Relationships are the engagements between consumers and their brands, they are more than monetary transactions. For example, the relationship between Nestle Maggi emphasizes trust, family, and quality.

5.      Customer Reflection

Brands are the reflection of customers, it is about what does the target audience looks like. Consumers of Nestle Maggi are young and active consumers who want to quickly gratify their hunger and appetite.

6.      Customer Self-image

The last element of Brand Identity Prism is customer self-image. It is created when customers use a brand, it is about how people see themselves while using a particular brand. The self-image of Nestle Maggi is fast, tasty, trustworthy, and convenient. 

Do comment if you need a brand identity prism of any other brand.