Brand identity prism

A brand identity can be defined in terms of its particular vision and aims, what differentiates it from the competition, the needs it fulfils, its natures and values, and what makes it recognisable.

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...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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