Free brand analysis
The methods behind the analysisGuidesAnalysesActionsAssistantsMaterialExploiting competitors' weaknessesSectionsSource basis and methodology00Brand archetype01Tone-of-Voice02Brand values and purpose03Brand Identity Prism04Brand assets05Semiotic analysis06Distinctive assets07Positioning08Audience alignment09Employer brand10Narrative analysis11Digital and channel execution12Brand harmony13Brand index14
← All methods
← 030405 →

Section 04

Brand Identity Prism

Jean-Noël Kapferer, 1992 – revised 2008

Kapferer's Brand Identity Prism maps the brand's complete identity as six interconnected dimensions along two axes: sender/receiver and inner/outer expression.

The prism is unique because it operates on two axes that together avoid the classic mistake: focusing exclusively on what we send and forgetting what the recipient experiences. brandvju focuses primarily on Relationship, Reflection and Self-image – the three dimensions that are most often underdeveloped and have the greatest significance for preference and loyalty. Physique is covered in the brand assets analysis, Personality in archetype and ToV, Culture in the brand values analysis.

Kapferer's Brand Identity Prism – six dimensions

INNEROUTERSENDERRECEIVERPhysiqueThe sensory expressionPersonalityThe brand's character traitsCultureValues and worldviewRelationshipThe relationship with the customer ★ReflectionThe audience reflected ★Self-imageSelf-understanding offered ★

★ marks brandvju's primary analytical focus – the three dimensions that are most often underdeveloped.

What brandvju assesses

Physique
Logo, colours, shapes – the directly perceptible elements. Covered in section 05.
Personality
The brand's character traits as a person. Covered in sections 01 and 02.
Culture
Deeper norms and worldview. Covered in section 03.
Relationship ★
The type of relationship the brand invites. Primary focus in this section.
Reflection ★
The image of the audience the brand communicates. Primary focus in this section.
Self-image ★
The self-understanding the brand offers the audience. Primary focus in this section.

What the analysis is based on – and what it points towards

The prism analysis is primarily qualitative and interpretation-based – it reflects the brand's communicative signals, not documented customer experiences. Actual perceptions of relationships require qualitative research.