Kapferer's Brand Identity Prism
Kapferer’s prism compares the brand’s expression and the customer’s side of the relationship.
Cheat sheet
Kapferer’s prism compares the brand’s expression and the customer’s side of the relationship.
What to check first
Describe tangible codes, personality and culture, then map service relationships, reflection and self-image.
How to make the call
Compare perceived continuity among existing buyers and relevance among new buyers.
OpenStax · Integrated marketing communications · further reading for brand & communications
Indian practice case
Fictional scenario
A Lucknow wedding jewellery label wants to modernize without losing its family-oriented identity.
Reveal the step-by-step solution
- Diagnose the problem.
Describe tangible codes, personality and culture, then map service relationships, reflection and self-image.
- Work through the evidence.
Keep private family consultations as a relationship cue while testing contemporary visual codes.
- Recommend and validate.
Compare perceived continuity among existing buyers and relevance among new buyers.
More Indian cases
Interview question
How would you use kapferer's brand identity prism to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Keep private family consultations as a relationship cue while testing contemporary visual codes. Compare perceived continuity among existing buyers and relevance among new buyers.