Brand identity prism A Brand has physical qualities and specifications, a set of salient objective features that come

to mind when the brand is mentioned. Brand identity should be represented by an hexagonal prism

A Brand has physical qualities and specifications, a set of salient objective features that come to mind when the brand is mentioned. Brand identity should be represented by an hexagonal prism A Brand has a Physique An exterior tangible facet communicating physical specificities, identifying what it is, what it does and how does it look like. Physical appearance is closely connected with a brand prototype, revealing the quality of a brand (for example Coca-Cola bottles on tins of Coca-Cola)colour, form and brand qualities. Physique is the starting point of branding and therefore it forms the brands backbone. It will include packaging, product look and feel Apple I-pod browsing physique will include its dial capabilities, the screen, and its connectivity with musical devices

A Brand has a personality Brand personality are those traits of human personality that can be attributed to brands. This is the personality facet of the Sender. An internal intangible facet which forms the character, soul and brand personality which are relevant for brands: Personification of brand. The question it answers : What kind of person it would be, if it were a human being Examples: Confident, Social, Flamboyant, Arrogant, Energetic etc Kingfisher & Virgin Airlines brand personality may be that of flamboyant or rich

A Brand is a culture An internal intangible facet to integrate the brand into the organization which is essential in differentiating brands. Set of values feeding the brands inspiration Culture plays the essential role in brand differentiation as it indicated what moral values are embodied in goods and services. This feature helps identifying the strongest brands because sources, basic ideals and a set of values are revealed. Rules governing the brand in its outward signs like product and communication Examples: Indian, Western, Contemporary, Narcissist, Urban Kitchens of India takes its culture from the Indian cuisines made and packed for the consumers

A Brand is a relationship An exterior facet with tangible and intangible areas, and defines the behaviour that indentifies the brand - the way the brand connect to its customers. Relationship is the hand-shake between the consumer and the organization.

Nike provocation : Just Do It Apple friendliness IBM- order setting Saffola- safety

A Brand is a customer reflection An external intangible facet reflecting the customer as he or she wishes to be seen as a result of using a brand. So called: the target outward's mirror. What target consumer thinks & perceives the product to be

Companies should control the reflection and should try to make it better Example: Royal, Dynamic, Energetic, Confident HSBC consumer clearly sees that every individual has specific need therefore customized service A Brand is a self-image If reflection is the targets outward mirror (they are), self image is the targets own internal mirror (I am, I feel) An external intangible facet reflecting the customer attitude towards the brand. These inner thoughts connect personal inner relationship with the brand. So called: the target internal mirror. Through out attitude towards certain brands, we develop certain type of inner relationship with ourselves and brand image we want to project. This is an image which an organization wants its customers to perceive Example: Masculine, Progressive, Self Belief Parass Set Wet Gel targeted towards males have a self image of masculinity

BRAND IDENTITY of PEPE JEANS LONDON The youth with a strong attitude P Jeans London has a global advertising campaign in all the countries it has presence.Pepe believes in giving away a consistent brand message across the world, whereas localization of advertising campaigns distorts the brand identity. All Pepe advertising campaigns portray the brand identity, which talks about the youth with a strong attitude. The visuals are so strong accompanied by the Pepe Jeans London logo, that they convey the entire message with no need for copy.

Physique---- Denim, Great fits, Quality, London logo Personality-- Independent, Fashionable, Young with an Attitude, Culture------ London Aspirations, Cool Culture, Individuality Self image--- Extrovert, Universal Youth, Sports and Music Lover Reflection---- Young at Heart, Trendsetting. Relationship- Social Discerning and Distinct Identity

BRAND IDENTITY of PEPSI PHYSIQUE- soft drink, giant circular logo PERSONALITY- young ,innovative, fun

CULTURE- young ,vibrant, dynamic RELATIONSHIP- emotionally attached, next generation drink REFLECTION- youthful, reliable SELF IMAGE- cool, smart,upbeat Source: http://www.marketing91.com/brand-identity-prism-pepsi/brand-identity-prism/