Brand prism

July 22, 2010 Worldwide

A specific set of concepts and tools is needed for tackling the new type of market which is highly competitive in nature. When products are rare, the USP (unique selling proposition) is the key concept. As we leave brand image, positioning and personality behind, we enter the modern age of brand identity.

In order to become, or to stay ahead, brands must be true to their identity. The notion of the brand image is both volatile and changing. It focuses too much on brand appearance and not enough on brand essence. The identity concept is crucial for three reasons; brand needs to be durable, to send out coherent signs and to be realistic.

The Brand Identity Prism or Brand Prism

Brand Identity can be represented by a hexagonal prism with each side representing a specific character of the brand. These specific characters help to understand the perceptions of the brand in the consumer minds and at the market place. Thus these help to build a better brand image and position the products at a better level. The six facets are: -

1. Brand having a Physical Quality:

A brand has physical qualities. It is made up of a combination of either salient objective features or emerging ones. The brands physical characters are both the backbone and its tangible added value.

2.Brand having a personality:

A brand has a personality of its own. By communicating, it gradually builds up the character. The way in which it speaks of its products or services shows what kind of person it would be if it were human being. This is also called the personification of the brand and this helps in the instant product alignment with the target customers.

3.Brand having its culture:

The brand has its own culture, from which every product derives. The product is not only a concrete representation of this culture, but also a means of communication. Here the culture means a set of values feeding the brand’s inspiration. The cultural facets refer to the basic principles governing the brand in its outward signs like products and communication. This essential aspect is at the core of the brand.

4.Brand is a relationship:

Brands are often at the crux of transactions and exchanges between people. This is particularly true of brands in the service sector and also in retails. Service is by definition is a relationship.

5.Brand is a reflection:

Reflection is basically what the target customer thinks and perceives the product to be. This also helps to understand the utility derived by the customer. The process of reflection helps to understand the tacit or unexpressed desires by the consumers. The reflection is a strong factor for a good and strong brand image. That is the reason why the companies should control the reflection and should try to make it better.

6. Brand having its self image:

A brand speaks of our self image. If the reflection is directed towards the external customers then the self image is directed towards the internal customers. Through our attitude towards certain brands, we indeed develop a certain type of inner relationship with ourselves and the brand image that we want to project. Thus this is of importance as is reflects what’s the organization and its attitude are towards the product and the brand as a whole.


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