Kapferer's brand identity prism

Kapferer's brand identity prism

Brand identity is different than brand image, which is what consumers actually think. It is constructed by the business itself. The conception of "brand identity" was mentioned for the first time in Europe by J. Kapferer in 1986. According to him, brand identity allows the brand to express its particular vision and aim. Through brand identity, the brand can, more than everything, convey to possible and current customers what need it fullfils. J. Kapferer has based his brand identity on six dimensions, which are organized into a prism: physique, relationship, reflection, personality, culture and self-image.

Carlsberg  identity prism

1664 identity prism

Heineken identity prism

All these tree brands have a high quality, which want to be perceived as a premium larger beer in French market. Heineken and Carlsberg both forces on  music and sort events, build brand image more sport and activity. I664 is a little different, which want to be perceived as more classic and traditional beer.


written by Shuohan