1. Brand Identity Prism (Kapferer)

2. KAPFERER represents brand identity diagrammatically as a six-sided prism as shown below: Internalisation Externalisation Constructed Source/Sender Constructed Receiver

5. Let us understand the model in detail…

7. Now let us look at how Brand Experience is differentiated…

8. Brand Experience are of Two types Brand Experience External Internal

11. Now let us look at the Brand Identity Prism based on Kapferer model and the 6 key dimensions in it

12. Internalisation Externalisation Constructed Source Constructed Receiver -Business Process -Customer Relations -Brand Values -Training -Quality -Staff Motivation -Recruitment Policies -Technology etc.. -Name -Logo -Advertising -Brand Identity -Environments -Products & Service

14. Let us now understand the prism with some examples…

15. For Sify India let us look at how they have built the brand basis the Kapferer Model

17. Let us now understand the prism in more detail with a case study… Adidas

21. Now let us do a Comparative analysis through Kapferer’s Prism model

22. Two aspects of Brand Identity Sender Receiver Physique Personality Reflection Self-Image Kapferer means what the central purpose of the brand is (that is what the brand does) Kapferer means the soul of the brand Kapferer means how the individual in the targeted group identify himself as a person in relation to the brand Kapferer means how the individual in the targeted group identify the brand in relation to himself Two dimensions are still left to be explained in the prism, the Relationship and the Culture

23. The Relationship is, according to Kapferer, externalizing the brand from the company outwards, and the culture is an aid for internalizing the brand in the organization and in to the conscious of the customer The Culture is, according to Kapferer, the strongest dimension in the prism. It represents the difference between one brand and another Now let us look at the prism of Adidas and Nike

24. Adidas Picture of Sender Picture of Receiver Personality Traditional, conservative, collective Physique Sports and fitness Relationship Quality and heritage Culture European, Traditional Internalization Externalization Reflection True sportsmanship, A good team player, Strong work ethic Self Image Relates more to competing than to winning

25. Nike Picture of Sender Picture of Receiver Personality Like Jordan, Woods… Physique Sports and fitness Relationship Sponsorship, ethics Culture American, Just do it! Internalization Externalization Reflection Aggressive, provocation, in- your face Self Image Cool, I am an athlete

26. Adidas Picture of Sender Picture of Receiver Personality Traditional, conservative, collective Physique Sports and fitness Relationship Quality and heritage Culture European, Traditional Internalization Externalization Reflection True sportsmanship, A good team player, Strong work ethic Self Image Relates more to competing than to winning Nike Picture of Sender Picture of Receiver Physique Sports and fitness Internalization Externalization Personality Like Jordan, Woods… Relationship Sponsorship, ethics Culture American, Just do it! Reflection Aggressive, provocation, in- your face Self Image Cool, I am an athlete Comparative Analysis