Moodboard KAPFERER

Topics: Internalization, Externalization Pages: 1 (302 words) Published: September 25, 2014

 

Introduction
 
 
Kapferer’s
  brand
  identity
  diagrammatically
  as
  six-­‐sided
  prisms
 
include
  externalization
  factors
  ,the
  physique,
  personality
  and
 
culture
  and
  internalization
  factors
  which
  are
  the
  relationship,
 
reflection
  and
  self-­‐image.
  The
  brand’s
  identity
  is
  its
  fundamental
 
means
  of
  consumer
  recognition
  and
  symbolizes
  the
  brand’s
 
differentiation
 from
 competitors.
 

 

Personality
 

Brand
 personality
 is
 the
 brand’s
 character.
 
It
 is
 measured
 using
 traits
 and
 features
 of
 
human
  personality
  that
  are
  directly
 
related
 to
 the
 brand.
 

Physique
 
Physique
 facet
 represents
 the
 product
 
features,
 symbols,
 attributes
 which
 are
 
visible
 to
 the
 customers
 and
 also
 serve
 
as
 a
 differentiation
 from
 its
 
competitors.
 

 

Culture
 

Relationship
 
Brand
 relationship
 shows
 how
 consumers
 
value
 their
 brands.
 The
 relationship
 facet
 
represents
 the
 strength
 of
 the
 relationship
 
between
 the
 brand
 and
 the
 customer.
 It
 may
 
also
 represent
 beliefs
 and
 associations.
 It
 is
 
essential
 and
 plays
 a
 role
 in
 determining
 
customer
 loyalty.
 

 
Reflection
 
facet
 
represents
 
customer’s
 
view
  of
  the
  brand
  after
 
they
  have
  purchased
  the
 
goods
 or
 services.
 

Reflection
 

Brand
 culture
 represents
 a
 set
 of
 values
 
that
 the
 brand
 is
 inspired
 or...
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