Brand Identity Prism

05/12/2011

Branding: Brand identity

IMAGE THE SENDER

Personality

Relation

Culture

Reflection

INTERNALISATION

EXTERNALISATION

Physique

Self-image

RECEPTOR

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Physique

EXTERNALISATION

INTERIORIZACION

Physique

• The physique are the

physical qualities and

specifications of a

brand

• The answer to the

question:

– What is it?

– What doest it do?

– How is it?

RECEPTOR

INTERIORIZACION

EXTERNALIZACION

IMAGEN DEL EMISOR

• A set of sensory and

objective

characteristics.

– Positioning axis

• What is it?

• What is not?

–

–

–

–

–

–

Logo

Color

Product

Shape

Price

Quality

2

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Personality

EXTERNALISATION

INTERNALISATION

Personalidad

• How would it be if it was a person?(adjectives)

– Serious, funny, young, sensual, energic, vital, dreamer…

• The fact in fashion some brands are named as

theis creators still alive gives the brand personality

inmediately

– (Examples?)

RECEPTOR

INTERIORIZACION

EXTERNALIZACION

IMAGEN DEL EMISOR

3

INTERNALISATION

Relation

Relation

• It refers to the social

dimension of brand

communication

(symbolical).

• How do I interact with

the brand? How is my

relation with it?

•

•

•

•

•

Close

Distant

Childish

Symmetric

Superior

IMAGEN DEL EMISOR

RECEPTOR

INTERIORIZACION

EXTERNALIZACION

EXTERNALISATION

05/12/2011

4

Culture

INTERNALISATION

EXTERNALISATION

05/12/2011

• Brand culture refers

to the original

• The values that

values of the brand

fuels the brand

from which all the

inspiration.

rest of products

derive :

• The source of the

aspiration power of

– Brand imaginery

the brand

• What else can

IMAGEN DEL EMISOR

strenght the

brand?

RECEPTOR

INTERIORIZACION

EXTERNALIZACION

Culture

– Country of origin

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IMAGEN DEL EMISOR

EXTERNALISATION

INTERNALISATION

Reflection

RECEPTOR...