5 - Brand Identity

Question 1

Kapferer’s Identity Prism

Answer 1

physical
relationship
customer reflection
personality
culture
self-image

Question 2

Aaker’s Identity System

Answer 2

extended identity:
- brand as product
- brand as organizationn
- brand as person
- brand as symbol

core identity: timeless essence of the brand
- what makes the brand unique + valuable

Question 3

Kapferer’s Identity Prism: Mercedes-Benz

Answer 3

before (1997): 91% male & 55 years old
- large + reliable cars
- flamboyance + comfort + safety
- successful men
- traditional + long established
- german order + values
- i am a winner

after (2004): 70% male & 46 years old
- innovative + reliable cars
- new tech + innovation + comfort + safety
- men + women (25-45)
- open-minded + flexible
- german responsibility + tech
- i treat myself

Question 4

Kapferer’s Identity Prism: physical

Answer 4

brand’s most prominent features
- tangible or intangible

Question 5

Kapferer’s Identity Prism: relationship

Answer 5

counterpart given by brand to its consumers

Question 6

Kapferer’s Identity Prism: customer reflection

Answer 6

brand’s desire/projected consumer type

Question 7

Kapferer’s Identity Prism: personality

Answer 7

if the brand was a person, what kind of person would it be?

Question 8

Kapferer’s Identity Prism: culture

Answer 8

set of values feeding the brand inspiration + core of the brand

Question 9

Kapferer’s Identity Prism: self-image

Answer 9

brand aspired target’s internal feelings