Brand identity prism
Jean-Noël Kapferer
Brand identity refers to the producer's side of a brand. Having an identity means being your true self. This can be clearly defined by answering the following questions:
What is the brand's particular vision and aim?
What makes it different?
What need does the brand fulfil?
What is its permanent nature?
What are its values?
What are the signs which make it recognizable?
The answers to these questions constitute the brand's identity.
Brand identity can be represented by a hexagonal prism, consisting of six interrelated concepts:
The brand's physique:The salient objective features which define...