1. BRAND IDENTITY PRISM
FOR
Presented by:
PEPE JEANS Anshu Sharma
Arpit Goyal
Iti Bansal
Nitesh Singh
Prateek Chauhan

2. BRAND IDENTIT Y PRISM
 Kapferer has developed a brand identity prism where he
distinguishes a sender and recipient side, plus an
externalisation and internalisation side.
 The 6 identity facets express the tangible and intangible
characteristics of the brand

3.  Brand Identity
 Brand identity is specifying the facet of brands, uniqueness
and value.
 It is the source of brand positioning.
 Brand positioning
 It is the Angle which is used by the product to enter the
market.
 It is two stage process: -
 It indicate to what “competitive set” brand associated with.
 Brand’s “essential dif ference” with its competitors.

4. PHYSIQUE
An exterior tangible facet communicating physical
specificities, colour, form and brand qualities. Physique is the
starting point of branding and therefore it forms the brands
backbone.
 Denim
 Great fit

5. PERSONALIT Y
An internal intangible facet which forms the character, soul and
brand personality which are relevant for brands.
 Independent
 Fashionable
 Young with an attitude

6. CULTURE
Symbolizes the organization, its country of origin and the value
it stands for
 Cool culture
 Individuality

7. RELATIONSHIP
The way the brand connect to its customers
 Social Discerning
 Distinct Identity

8. REFLECTION
An external intangible facet reflecting the customer as he or
she wishes to be seen as a result of using a brand. So called:
the target outward's mirror.
 Young at Heart
 Trendsetting

9. although your target
may look like this

10. they may
want others
to see them
like this

11. at least
this guy
did

12. SELF IMAGE
An external intangible facet reflecting the customer attitude
towards the brand. So called: the target internal mirror
 Extrovert
 Sports and Music Lover

13. THANK YOU