Brand Identity Prism


The Brand Identity Prism is a concept coined by J. Kapferer in 1986. According to him, any brand can be identified by its characteristics. The Brand Prism is represented by a hexagonal prism which defines 6 characters of a brand.

6 characters of a Brand


The physical characteristics and the primary objective of your product or service create some specific images, ideas and emotions among the consumers.


A brand can symbolize some specific relationship between two people, such as mother and child, bond of two friends, etc. To highlight the aspect, a brand manager is highly required for an organization who can present the idea of depicting a relationship in a well-processed manner.


This aspect signifies the reference direct to the stereotypical consumer of the brand.


Making contacts with consumers in some specific ways, organizations try to make consumers’ realize that they have actually constituted an individual with a certain character that always speak to them.


The culture of the brand establishes link between brand organizations. Many companies are clearly depicting the country of their origin. For instance, the soft drink giant Coca-Cola always highlights the value of America; the country of its origin.


The term “Self-image” stands for a mirror held by the targeted group itself.