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Brand Identity Prism

by Anoop Kumar Gupta MAIT

The brand identity prism

When a brand consists of multiple products, care should be taken to ensure that their respective positioning converges on attaining the same core value (that of the parent brand).

The brand identity prism

The brand identity prism

The brand identity prism


1. A brand, first of all, has physical specificities and qualities its physique. It is made of a combination of either salient objective features (which immediately come to mind when the brand is quoted in a survey) or emerging ones. Physique is both the brands backbone and its tangible added value. The first step in developing a brand is to define its physical aspect: What is it concretely? What does it do? What does it look like?

The brand identity prism


The

physical facet also comprises the brands prototype: the flagship product that is representative of the brands qualities. There used to be a picture of the famous CocaCola bottle on all Coke cans. Thus, in using the image of its traditional bottle, Coca-Cola aims to remind us of its roots.

The brand identity prism


There

are several delicate issues regarding Cokes physical facet. For example, is the dark colour part of its identity? It is certainly a key contributor to the mystery of the brand. If it belongs to the brands kernel, key identity traits. Many brands have problems with their physical facet because their functional added value is weak. Even an image-based brand must deliver material benefits. Brands are two-legged value-adding systems.

The brand identity prism


2. A brand has a personality. By communicating, it gradually builds up character. The way in which it speaks of its products or services shows what kind of person it would be if it were human. In the prism, brand identity is the personality facet of the source. 3. A brand is a culture. A brand should have its own culture, from which every product derives. The product is not only a concrete representation of this culture, but also a means of communication. Here culture means the set of values feeding the brands inspiration.

The brand identity prism


The cultural facet refers to the basic principles governing the brand in its outward signs (products and communication). Major brands are certainly driven by a culture but, in turn, they also convey this culture (eg Benetton, CocaCola, IBM, etc). Mercedes embodies German values: order prevails. Symmetry governs this brand: the three-box bodywork is a strong physical characteristic of Mercedes. The brand symbol set at the nose-tip of every Mercedes further epitomises this spirit of order.

The brand identity prism


Countries of origin are also great cultural reservoirs for brands: Coca-Cola stands for America, as does IBM, Nike or Levis. Canon and Technics deny their Japanese origin whereas Mitsubishi, Toyota and Nissan emphasize it. Brand culture plays an essential role in differentiating brands. It indicates the ethos whose values are embodied in the products and services of the brand. This facet is the one that helps differentiate luxury brands the most because it refers to their sources, to their fundamental ideals and to their sets of values.

The brand identity prism


4. A brand is a relationship. Indeed, brands are often at the crux of transactions and exchanges between people. This is particularly true of brands in the service sector and also of retailers. The relationship aspect is crucial for banks, banking brands and services in general. Service is by definition a relationship. This facet defines the mode of conduct that most identifies the brand.

The brand identity prism


5. A brand is a customer reflection. When asked for their views on certain car brands, people immediately answer in terms of the brands perceived client type: thats a brand for young people! For fathers! for show-offs! for old folks! Because its communication and its most striking products build up over time, a brand will always tend to build a reflection or an image of the buyer or user which it seems to be addressing Service is by definition a relationship. This facet defines the mode of conduct that identifies the brand.

The brand identity prism


Reflection

and target often get mixed up. The target describes the brands potential purchasers or users. Reflecting the customer is not describing the target; rather, the customer should be reflected as he/she wishes to be seen as a result of using a brand. It provides a model with which to identify. Consumers indeed use brands to build their own identity. In the ready-to-wear industry, the obsession to look younger should concern the brands reflection, not necessarily their target.

The brand identity prism


6. Finally, a brand speaks to our self-image. If reflection is the targets outward mirror (they are ), self-image is the targets own internal mirror (I feel, I am ). Through our attitude towards certain brands, we indeed develop a certain type of inner relationship with ourselves. Even if they do not practice any sports, Lacoste clients inwardly picture themselves (so the studies show) as members of an elegant sports club an open club with no race, sex or age discrimination, but which endows its members with distinction. This works because sport is universal.

The brand identity prism


These

are the six facets which define the identity of a brand as well as the boundaries within which it is free to change or to develop. The brand identity prism demonstrates that these facets are all interrelated and form a wellstructured entity. The content of one facet echoes that of another. The identity prism derives from one basic concept that brands have the gift of speech. Brands can only exist if they communicate.

The brand identity prism

Since a brand is a speech in itself (as it speaks of the products it creates and endorses the products which epitomise it), it can thus be analysed like any other speech or form of communication.

The brand identity prism


The

brand identity prism also includes a vertical division. The facets to the left physique, relationship and reflection are the social facets which give the brand its outward expression. All three are visible facets. The facets to the right personality, culture and selfimage are those incorporated within the brand itself, within its spirit. This prism helps us to understand the essence of both brand and retailer identities

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