Kapferer's Brand Identity Prism

Identifying Your Brand's Voice

The word, "brand," with the letters made of brand-related words.

Building a strong brand will help you increase sales and customer loyalty.

© iStockphoto/Warchi

When you stop and think about Apple® products, what comes to mind?

Creativity? Innovation? Style?

What about BMW®?

You might instantly think of luxury, speed, and performance. Or, perhaps you imagine yourself behind the wheel of one of their cars, whipping around turns and experiencing the thrill of racing down a highway at top speed.

Brand identity ia a big part of the success of Apple and BMW. They've created and sustained specific and emotional ideas around their brand, and these ideas resonate strongly with their customers.

A successful brand identity reflects people's values and beliefs, and how they would like to see themselves. However, without a clear and meaningful identity, a brand can quickly fade away.

Kapferer's Brand Identity Prism identifies six key things that you need to think about when developing a brand identity. In this article, we'll look closely at the model, and we'll discuss how you can apply each element to build a strong identity for your brand.


Jean-Noël Kapferer, professor of marketing strategy at the HEC Graduate School of Management in France, developed the Brand Identity Prism and published it in his 1996 book, "Strategic Brand Management."

The Brand Identity Prism identifies six key elements that you should consider when building your brand.

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