Moodboard KAPFERER

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