2. Brand
Prism
Personality
Character &
attitude of the
brand.
Culture
Set of Values
which we see in
the product
offerings
User Self-Image
Internal mirror of
customer as user
of brand
Reflection
Customer’s view
of the brand
Relationship
Beliefs &
association
Physique
Product symbols.
These are the
cues which direct
us to the brand.
KAPFERER model of
Brand Prism
3. Let us now understand the prism with an
example of NIKE…